摘要
目前国内对服装消费者行为的研究主要是针对不特定群体,即广义上的消费者;而针对大学生着装行为的研究则较侧重于其着装风格本身或特定场合下的着装;将大学生着装倾向与其消费行为相联系的研究则并不多见。本调查主要以北京地区的大学生为研究对象,通过分析比对该群体的着装倾向与购买消费行为,得出如下结论:北京地区大学生的着装倾向与购买行为因性别差异而呈现出男女迥异的特色,并且其着装信息和购买来源受网络影响明显,值得以大学生为对象的服装市场参考。
Currently,most domestic researches on apparel customer behavior are focusing on customers in general,rather than on any specific group.Meanwhile,researches on college students’ dressing behavior mainly concern their style or dressing TPO.Researches on college students’ dressing tendency and their consuming behavior are rare.This survey was made on college students’ dressing tendency and their consuming behavior in Beijing.The conclusion arrived at was that dressing tendency and consuming behavior were very different between the male and female genders,and internet played an important role in their purchasing preferences.
出处
《纺织导报》
CAS
北大核心
2013年第9期103-106,共4页
China Textile Leader
基金
北京市教育委员会专项基金资助项目(SM201210012002)
关键词
北京
大学生
着装倾向
购买行为
调查
Beijing
college students
dressing tendency
consuming behavior
survey
