影响消费者选择不同风格中国风时装要素分析

Analysis of Factors Influencing Consumers to Choose Different Styles of Chinese Style Fashion

为探讨不同风格中国风时装的偏好以及影响消费者选择中国风时装的因素,文中将中国风时装按风格分类为5类,并调查分析各类时装的消费者偏好,得知东方水墨类时装最受消费者喜爱。使用李克特量表法调查分析影响消费者选择中国风时装的要素,得到款式、图案、价格、品牌是消费者较看重的影响因素,并对高影响程度要素细化分析,得出:在图案因素下,山水类图案更受消费者喜爱;品牌因素下,品牌文化是影响消费者选择的重要因素。根据分析结果对中国风时装品牌提出建议,可为中国风时装品牌发展提供理论参考。

In order to explore the preferences of different styles of Chinese fashion and the factors that influence consumers to choose Chinese style fashion Classified Chinese style fashion into 5 categories by style,and to investigate and analyze consumer preferences of various fashions.Learned that Oriental Ink Fashion is the most popular among consumers.Using the Likert scale method to investigate and analyze the factors that influence consumers’choice of Chinese style fashion.Obtaining styles,patterns,prices,and brands are the factors of consumers value more.The detailed analysis of the elements with high influence degree shows that under the pattern factor,the landscape pattern is more popular with consumers.Under the brand factor,the brand culture is an important factor influencing consumer choice.According to the analysis results,suggestions for Chinese style fashion brands can provide theoretical reference for the development of Chinese style fashion brands.