上海地区无钢圈文胸消费偏好及购买意愿研究

Consumer Preference and Influencing Factors of Purchase Intention of Wireless Bra in Shanghai

为了更深入地了解无钢圈文胸消费者的偏好及特征,文章基于SOR模型构建的理论研究框架及市场调查,通过问卷调研与SPSS数据处理,对上海地区无钢圈文胸消费群体进行深入研究。分析无钢圈文胸不同消费群体的行为特征、偏好及其购买意愿影响因素等。最后提出无钢圈文胸产品企划及营销策略建议。该研究可为文胸品牌在无钢圈文胸品类的企划和营销提供一定参考和建议。

In order to have a deeper understanding of the preferences and characteristics of consumers of wireless bras, based on the theoretical research framework and market survey constructed by SOR model, this paper conducts an in-depth study of consumer groups of wireless bras in Shanghai through questionnaire survey and SPSS data processing. The conclusions include the characteristics and preferences of different consumer groups and the influencing factors of their purchase intention. Finally, according to the conclusions, valuable references and suggestions were provided for the brands’ planning and marketing for the wireless bra category.