基于扎根理论的我国女性服装消费心理传导机制研究

Study on psychological transmission of female apparel consumption in China based on Grounded Theory

为研究消费者与设计师对服装产品设计的认知差异,设计出更符合消费者情感需求的服装产品,采用扎根理论的方法,通过对50名女性消费者访谈数据进行实质性分析,构建服装设计属性刺激下消费者不同购买行为的心理传导机制模型(IPP),研究消费者选择服装时的心理传导机制。研究显示:消费者不同购买行为的心理传导机制来源于其在社会准则下的女性形象、理想中的女性形象、产品特性3个方面共20个范畴设定的综合效果。最后根据服装设计属性刺激下消费者不同购买行为的心理传导机制对服装设计者提出建议。

To survey the cognitive difference between customers and designers on the design of product, and design the garments that better meets consumer demands, a qualitative study was conducted guided by Grounded Theory through the interview of 50 female consumers, and a psychological conduction mechanism framework of consumer behavior was proposed accordingly, named the Ideal female image-Perceived social rules-Product nature model（IPP）. Among the three sources of motivations, 20 categories were furthered summarized. In the last section of this paper, the practical implications of psychological conduction mechanism were discussed in designing element for business fashion designers.