基于问卷调查的国潮童装消费偏好研究

Research on the consumption preference of Guochao children′s clothing based on a questionnaire survey

为探讨消费者对国潮童装的消费偏好,以购买国潮童装的群体为研究对象,通过线上问卷调查的方式,研究国潮童装的用户年龄、着装季节、购买意愿和渠道等消费特征,以及消费者对国潮童装面料、款式、色彩、图案等的偏好。研究结果表明,国潮童装用户年龄集中在1~6岁,消费者重复购买率较高,对国潮童装设计元素的偏好呈现多元化趋势。研究结论可为企业的产品设计与开发提供参考,使国潮童装产品更加符合市场需求。

In order to explore the consumption preferences for Guochao clothing for children,this paper took the consumer group who buy children′s clothing of Chinese fashion,and studied the consumption characteristics in terms of age,season,willingness and channels of purchasing Guochao children′s clothing as well as consumer′s preferences for fabrics,styles,colors and patterns through an online questionnaire.The study found that the repurchase rate of Guochao clothing for children is high,the age range of children′s clothing purchased is concentrated between 1~6 years old,and consumer preferences are closely related to the design elements of children′s clothing.The results of the study can provide a theoretical reference for the design and development of the company′s products,so that the products can better meet the market demand.