杭州女大学生运动内衣消费行为研究

Study on Sports Underwear Consuming Behavior of Female College Students in Hangzhou

通过问卷调查方法研究杭州女大学生运动内衣的消费行为,分析影响其不同消费价值取向下的购买决策因素.结果显示,杭州女大学生购买运动内衣时价位倾向为101～200元;获得运动内衣信息主要途径为服装网站、商场海报陈列和杂志;最受欢迎的品牌为Nike与Adidas;主要购买场所为服装专卖店与大型商场专柜,其次为一般体育用品店或超市卖场和网上商店;其购买决策因素首选整体舒适性、压迫感、透气性、束缚感、面料刺痒感、吸湿排汗性等内在特性因素.运动服装企业应提高女性运动内衣的内在特性价值,研究结果为此提供理论参考.

This paper studies sports underwear consuming behavior of female college students in Hang- zhou with the method of questionnaire survey and analyzes purchase decision factors influencing their dif- ferent consumption value orientation. The result shows that female college students in Hangzhou are in- clined to the price between 101 and 200 when buying sports underwear~ main routes {or obtaining the in- formation of sports underwear include clothing website, poster in shopping mall and magazine~ the most popular brands are Nike and Adidas~ main purchase places are clothing specialty store and shoppe in large shopping mall, followed by general sports supplies shop or supermarket store and online store~ their pri- mary purchase decision factors are intrinsic characteristics such as overall comfort, oppressing sensation, breathability, constraint sense, prickle of fabric, hygroscopicity and perspiration. Sports apparel enterpri- ses should improve the value of intrinsic characteristics of females＇ sports underwear. The research result provides theoretical reference for this.