基于Kano模型的内衣差异化心理需求分析

Analysis of Differentiated Psychological Needs of Underwear Based on Kano Model

为深入分析消费者对内衣的差异化心理需求,探究消费者需求要素对内衣满意度的影响,通过Kano模型和Better-Worse四象限分析方法,对消费者关于内衣的需求要素进行属性分类和重要性优先排序。研究结果表明:不同年龄、专业性、婚姻状况、学历的消费者对于内衣需求的侧重点不同,但总体来看,影响消费者对内衣满意度的首要因素是内衣满杯、内衣收副乳、内衣质量、内衣罩杯,重要因素是舒适性,关键因素是内衣尺码、吸湿性、柔软度、承托性、下扒松紧、内衣固色性。该研究旨在为内衣产品的针对性开发提供参考。

In order to deeply analyze the differentiated psychological needs of consumers for underwear and explore the influence of consumer demand factors on satisfaction,the attributes of demand elements are classified and prioritized by Kano model and Better-Worse four-quadrant analysis method.The results show that consumers with different ages,professions,marriages and educational backgrounds have different focuses on underwear demand,but overall,the primary factors affecting consumer satisfaction are underwear fitting,underwear shaping,underwear quality,and underwear bras,the important factor is comfort,and the key factors are underwear size,moisture absorption,softness,support,bottom tightness and color fixation.This study aims to provide a reference for the targeted development of underwear products.