内销品牌与消费行为关联性研究

Investigation of Relationship between Consumer's Behaviors and Features of Footwear Products according to a Domestic Shoe Brand

本研究的目的是对某品牌消费者的消费行为和产品之间的相关关系进行研究。通过对该品牌有成功购买行为的330名消费者进行基本信息的问卷调查,并对消费者取所购买产品的基础特征进行采集;然后分别设定性别、年龄、收入、购买周期、心理接受价格作为消费者的特征因素和产品的颜色、材质、款式、跟高、平均成交价为产品的特征因素。消费者和产品之间的因素采用统计学分析中的描述性、相关性和因子分析的模型进行分析。研究结果显示,消费者的性别与产品的款式、跟高和平均成交价这三项属性的相关性是显著的。而且男性消费者的年龄与产品颜色,心理接受价格与产品平均成交价的相关性是显著的;女性消费者心理接受价格与产品款式和产品平均成交价是显著相关的,收入与产品跟高的相关性也是显著的。同时,因子分析结果指出,鞋类消费者的消费行为中,消费者的心理接受价格(预期购买鞋子的价格)是影响消费者是否能够成功购买产品的关键因素之一。鞋类产品属性中,鞋类产品的平均成交价格(鞋子单价)也是影响消费者是否能够成功购买鞋子的关键因素之一。

The purpose of this study was aimed to explore the relationship between consumer behaviors and features of product for a certain brand. These results have been obtained according to questionnaires of 330 consumers who purchased footwear product successfully. Then factors such as gender, age, income, purchase cycle and psychological acceptance price were used for consumer evaluation; while color, material, style, heel-height and average price were considered as the product characteristics. Further models of descriptive statistical analysis, correlation analysis and factor analysis were applied. Our results have been showed first show that gender was significantly related with the style of the products heel-height and the average price. In the One hand, male consumers were more interesting with the color of product, and their psychological acceptance price is significantly related with the average price; in On the other hand, females were more concerning on the price, whereas their income is significantly related with the product heel-height. Finally, factor analysis has exhibited that psychology acceptance price and average transaction price were the key factors for deciding the purchase procedure of footwear.