基于因子分析的女大学生服装消费行为影响因素研究

Research on Influencing Factors of Female College Students’ Clothing Consumption Behavior Based on Factor Analysis

大学生是整个社会中最具有活力的消费者群体,而女大学生作为其中重要的一部分,其消费能力尤为突出。调查结果显示,女大学生的服装消费行为有以下特征:消费来源单一、服装消费比重大、网络服装消费行为凸显、消费行为冲动且存在非理性消费行为。影响女大学生服装消费行为的因素主要有服装价格、流行程度、用户口碑、个体心理等,可总结为家庭、社会、学校和自身四个因素。并在此基础上,有针对性地提出对女大学生服装消费行为的教育引导,旨在帮助女大学生树立正确的消费观和价值观。

College students are the most dynamic consumer group in the whole society, and female college students, as an important part of them, have more prominent consumption ability. The results of the survey show that the clothing consumption behavior of female college students has the following characteristics: A Single source of consumption, a large proportion of clothing consumption, a prominent network clothing consumption behavior, impulsive consumption behavior and irrational consumption behavior. Factors affecting female college students’ clothing consumption behavior mainly include clothing price, popularity, user word of mouth, individual psychology, etc., which can be summarized as four factors: Family, society, school and oneself. On this basis, the educational guidance for female college students’ clothing consumption behavior is proposed in a targeted way, aiming at helping female college students to establish a correct concept of consumption and values.