北京职业女性的时尚消费特征

Features of professional female fashion consumption in Beijing

为研究都市职业女性在时尚消费中的行为特征,在近些年时尚消费报告及理论研究分析的基础上,通过问卷调查形式,采用交叉分析、因子分析等方式实证分析北京地区职业女性的时尚选择与消费心理。研究发现:当今职业女性消费者经济独立,使其拥有更强的消费能力,同时年龄和教育背景会影响职业女性消费者的时尚选择侧重点,而品牌的选择范围与收入成正比,女性消费者开始有能力选择表现她们独特个性的产品;女性消费者时尚消费行为反映出来的消费心理为追逐潮流、从众心理、个性表达、自我关注、信息敏感;时尚消费已经逐渐成为女性消费者的一种生活方式。

In order to study the behavioral characteristics of municipal professional females in fashion consumption,based on the analysis of fashion consumption reports and theoretical research in recent years,this paper adopted factor analysis,correlation analysis,and other empirical analysis methods to explore professional women′s fashion choice and consumption psychology in Beijing area by means of questionnaire survey.It is found that professional women of different ages and different education backgrounds have different fashion trends.With the increase in income,the range of brand choices is also expanded,so that women consumers have the capability of selecting products showing their unique personality.The consumer psychology reflected by female consumers′ fashion consumption behaviors are pursuit of trend,herd mentality,personality expression,self-care,information sensitivity.Fashion consumption has gradually become a way of life for female consumers.