当代大学生鞋服产品消费心理及行为探析

Consumption Psychology and Behavior of Contemporary College Students on Footwear and Clothing Products

鞋服作为消费导向型产品,极易受消费者心理以及行为的影响。大学生是鞋服消费的主力军,深入分析其消费心理与行为对鞋服企业生产、销售决策具有重要意义。本文探讨了当代大学生鞋服产品消费心理与行为的特点以及影响因素,并给出营销路径优化措施,为鞋服企业的决策提供参考与支持。

As a consumer-oriented product,footwear and clothing is highly susceptible to the influence of consum⁃er psychology and behavior.College students are the main force of footwear and clothing consumption.In-depth anal⁃ysis of their consumption psychology and behavior is of great significance to the production and sales decisions of foot⁃wear and clothing enterprises.This paper discussed the characteristics and influencing factors of the consumer psy⁃chology and behavior of contemporary college students for footwear and clothing products,and gave the optimization measures of the marketing path,hoping to provide reference and support for the decision-making of footwear and clothing enterprises.