苏南地区中年女性真丝内衣消费状态研究

Study on the silk underwear consumption of middle-aged women in South Jiangsu

以苏南地区中年女性真丝内衣的消费现状为依据,采用问卷调查及心理学标尺方法对苏南地区中年女性真丝内衣的心理认知度、消费需求及消费行为进行调查分析,得出苏南地区中年女性比较认可真丝内衣,但由于其性能、价格、产品多样性等方面的差异影响了其消费,其消费需求主要由功能、质量、审美、定位、保养和形象6大因子构成.

Based on the consumption status of silk underwear of middle-aged women in South Jiangsu ,by using questionnaire survey and psychophysical scale method ,the acceptant degree ,demand for consump-tion and consuming behavior are investigated .Through the statistical analysis ,some results were ob-tained ,such as most middle-aged women in South Jiangsu like the silk underwear ,but the shortcoming of performance ,price and product variety of silk underwear affects its consumption .In addition ,the consumer demands of silk underwear includes six factors ,which are functional factor ,quality factor ,ap-preciation factor ,orientation factor ,maintain factor and image factor .