郑州市女大学生网购服装消费行为分析

Analysis on Consumption Behavior of Online Clothing Purchase of Female College Students in Zhengzhou

大学生是整个社会中最具有活力的消费者群体,而女大学生的消费能力更加突出。文章以郑州市女大学生这一消费群体为研究对象,对其网购服装的消费行为进行研究。运用SPSS软件进行描述性、聚类分析,对郑州市女大学生网购服装的购买能力、购买动机、购买满意度等进行分析,为服装企业在电商市场的发展和进步提出具有针对性的建议。

College students are the most dynamic consumer group in the whole society,and female college students’consumption power is more prominent.The article studies the consumer group of female college students in Zhengzhou to research the consumption behavior of online clothing purchase.Using descriptive analysis and cluster analysis via SPSS,the purchasing ability,motivation,and satisfaction of online clothing purchase of female college students in Zhengzhou are analyzed,so as to put forward targeted suggestions for the development and progress of the clothing enterprises in the current e-commerce market.