沪杭两地白领女性服装消费行为研究

Research Upon Female Clothing Consumption by White-Collars between Shanghai and Hangzhou

对沪杭两地白领女性的服装消费行为进行研究。采用问卷调查的方法,从两地白领女性的服装购买行为和动机、个人衣柜状况、媒体接触等方面进行比较分析,探讨了两地白领女性在服装购买行为上的共性和个性。结果显示沪杭两地女性在服装消费类型和服装消费习惯上存在异同。

The paper analyzes the clothing consumption by women white-collars between Shanghai and Hangzhou by questionnaire, then makes a comparison about their consumption behavior, purpose of purchase, media contact, wardrobe conditions and so on. The authors want to find the common and personal features in the clothing consumption by women white-collars between Shanghai and Hangzhou. Results show that pattern of female costume consumption and habit of female consumption are kind of similar but also very different between Hangzhou and Shanghai.