基于生活型态的青年女性服装消费实证研究

Empirical Research of Young Female Garment Consumption Based on Lifestyle

从生活型态着手,对青年女性生活型态及服装消费情况进行调查研究。用因子分析和聚类分析等方法将所获得的数据进行描述、分类和分析,总结影响消费偏好的外在因素,利用生活型态变量将消费者分为4个群体,同时分析不同的群体对影响消费偏好外在因素的重视度。根据数理统计的结果为企业提出了一些建议。

This article discusses the young female lifestyle and the garment consumption, taking lifes- tyle to start with. Factor analysis, cluster analysis and some other methods are applied in classifying and analyzing the data obtained. A summary of the factors impacting consumer preferences is also given. The article divides the consumers into four groups, and analyses the importance of different external factors weighted by different groups of consumer preference. According to the results of the mathematical statis- tics, some effective suggestions are offered to those enterprises in the end.