中青年女性线下服装消费行为群体差异化分析——以30-45岁一二线城市女性为例-group differentiation analysis of young and middle - aged womens off - line clothing consumption behavior a case study of first - and second - tier urban women aged 30 - 45.docxVIP

浙江理 浙江理工大学硕士专业学位论文 中青年女性线下服装消费行为群体差异化研究 万方数据 万方数据 Abstract Clothing is as the necessity in life, the basic function such as keeping warm and covering bodies already cannot satisfy the demands of people, they pay more attention on real wearers identity and spirits which shows the characteristics of age and culture ambience etc. Accordingly, consumers demands for clothing have developed into diversification, differentiation and personalization, the attitudes towards dresses shows on different types and traits, their purchase habit of clothing has transferred into getting satisfaction in psychology, instead of pursuing quantity only. Then, it puts forward higher standards and requirements for clothing enterprises. In addition, the objective factors such as production structure, consumption patterns, occupation distributions, terrain, climate, per capita income and others have discrepancy in different cities and regions , the personal factors of different occupation, ages, culture level and income can also affect clothing consumption. Therefore, it’s very necessary to take research on different groups of their clothing consumption preference offline for middle-aged female. This paper is on the basis of clothing consumption behaviors theories, it makes research on the relevance between female’s attention for commodity property and personal feature, fully discusses the difference on their preference for commodity’s inner and outer property in different personalities, and it also studies on the attitudes towards clothing consumption for each group in the same line. This paper is researched by making questionnaire, it’s mainly divided into three parts. For the first part, that is about the basic background and clothing consumption situation of the investigators; For the second part, that is about consumers’ purchase motives and the importance of their attitudes towards inner and outer attributes of clothing; For the third part, that is about customers’ prefer