基于消费者购买行为偏好的冲锋衣设计要素研究

Study on the Design Elements of Outdoor Jackets Based on the Consumer Purchasing Behavior Preference

在目前运动装需求量大增的行业背景下,服装产品的设计和售卖面临新机遇与挑战,文章通过质性与量化结合的研究方法,对收集的467份冲锋衣消费者的有效数据进行分析,以“消费者购买行为偏好”作为基准,对冲锋衣整体设计要素进行综合研究与评价。文章通过中介效应建立冲锋衣设计要素与购买行为之间的关联,分析“消费者购买偏好”和“消费者购买行为”、以及“冲锋衣设计要素”三者之间的关联性,以及影响消费者购买偏好的冲锋衣设计要素的权重关系;并进一步论证如何通过“设计要素权重排序”来展开冲锋衣类设计要素的组织,为后续该品类的设计实践提供更为科学的依据和支撑。

Nowadays'the design and sale of clothing products are facing new opportunities and challenges under the background of the increasing demand of sportswear industry.This paper analyzed 467 pieces of effective data collected from the consumers and made a comprehensive research and evaluation on the overall design elements of Outdoor Jackets based on the"Consumer Purchase Behavior Preference"through the research method of combining qualitative and quantitative analysis.This paper established the relationship between the design elements and purchase behavior through the mediating effect,and analyzed the relationship between"consumer purchase preference"and"consumer purchase behavior",as well as discussed,the relationship between"design elements"and the weight of the design elements that affect consumer purchase preference;As a result'this paper demonstrated how to organize the design elements of the Outdoor Jackets through the"weight ranking of design elements",so as to provide more scientific basis and support for the design practice in future.