服装消费行为与个人基本属性的关系

Study on The Relationship Between Personal Basic Attribute And Clothing Consuming Behaviour

从理论上提出服装消费者行为的分析模式，并以女性为对象对服装消费行为与个人基本属性的关系进行了研究．研究结果表明：消费者购买服装时所重视的仍然是服装内在的各种属性──颜色、做工和款式等，而对品牌和产地等外在属性的重视程度较低；消费者的购买与穿着行为及其着装意识、理智、慎重，并带有较强的求新、求美倾向；消费者的个人基本属性对其服装购买与穿着行为、着装意识等有明显影响，其中年龄、职业和经济收入对服装属性的重视程度、购买场所、流行采用时机和采用动机、购买与穿着行为等影响较大，而年龄、文化程度和经济收入等的不同，在流行信息来源上表现出一定差异；经济收入仍然是影响消费者服装消费行为的最为重要的因素，特别是不同收入的消费者在对品牌和价格的重视程度、流行采用时机和年购买服装费用等方面的差异更为显著．

This paper suggests a thoretical analysis pattern of clothing consumer and studyson the relationship between personal basic attribute and clothing consuming behaviour ofwomen. Consumers are influened mainly by some factors (sush as the Color,Workmanship and Style etc) t0 make buying decision, and pay less attention to the brandand place of production. The behaviour and concept of dressing which are reasonable andcautions, and tend to be new and aesthetic appeal. The attention to the trait of clothing,shopplng place, buying motive, time of Fashion adoption, buying and dressing behaviourvary with individual women whose age, profession, culture, and income are different. Theincome ls the most important factor which effects the behaviour of buying and dressing,especially in aspects of the brand, price, time of Fashion adoption, and expense onclothing.