摘要
70后和80后作为童装市场主要消费群体,有着不同的生活方式及价值观,影响着他们童装网上定制行为.采用问卷调查法收集数据,通过SPSS22.0统计软件分析探讨2个消费群体在童装网上定制意向、消费行为及偏好、社交媒体使用习惯等方面的异同,并针对不同群体,提出若干童装品牌和企业网上定制营销过程的一些建议.
As the main consumer of children's clothing,after 70 s and after 80 s have different lifestyles and values,affecting their online custom behavior. The paper collected data through questionnaire method and used the SPSS 22. 0 statistic software to analyze similarities and differences on children's clothing online custom intention,behavior and preferences,and social media usage between the two groups. Meanwhile,several suggestions on children's wear brands and enterprises online customization according to different populations were provided.
出处
《北京服装学院学报（自然科学版）》
CAS
北大核心
2017年第3期53-62,共10页
Journal of Beijing Institute of Fashion Technology：Natural Science Edition
基金
上海高校知识服务平台(海派时尚设计及价值创造协同创新中心)资助项目(13S107024)
关键词
童装网上定制
消费者世代
70后
80后
消费行为
children's wear online customization
consumer generation
after 70s
after 80s
consumer behavior
