基于感知价值理论的服装消费者购买行为的研究

Research on Clothing Consumers’Purchasing Behavior Based on Perceived Value Theory

感知价值已成为影响消费者购买行为的最直接因素之一。本文在分析感知价值和消费者购买行为理论的基础上,设计了感知价值各维度与服装消费者购买行为关系的调查问卷,通过分析调查结果发现:感知价值及其各维度包括质量价值、价格价值、情感价值以及社会价值,均对消费者购买行为具有显著的正向影响。

Perceived value has become one of the most direct factors influencing consumers’purchasing behavior.Based on the theory of perceived value and consumer buying behaviour,a questionnaire on the relationship between the dimensions of perceived value and clothing consumers’purchasing behavior was designed.By analyzing the survey results shows that quality value,price value,emotional value and social value,have a significant positive impact on consumers’purchasing behavior.