现代女性服装消费心理的研究.docVIP

PAGE 本科毕业论文（设计） （2010届本科毕业生） 题　　目：现代女性服装消费心理的研究 2010年05 月18 日 摘要 本文阐述了现代服装消费的特点即时尚消费、品牌消费和体验消费，说明了少女型，青年未婚型，主妇型，中老年型，特殊性等不同类型女性的消费心理与消费行为，探讨了个性与消费心理；商店形象与消费心理；价格与消费心理；购物环境与消费心理；流行与消费心理等影响现代女性服装消费心理的因素。 关键词：现代女性；服装；消费；心理 Abstract This paper describes the characteristics of modern clothing that is fashionable consumer spending, consumption and experience of consumer brands,it shows different types of female consumer psychology and consumer behavior of the individual,such as young single type, housewife type, middle-aged type, specialty and other different types. The paper also discusses the factors which impact consumer psychology of modern womens clothing, personality and consumer psychologyrestore; image and consumer psychology; prices and consumer psychology; shopping environment and consumer psychology ; pop and consumer psychology and so on. Key words: modern women; clothing; consumption; psychology 目录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc260922243 引言 PAGEREF _Toc260922243 \h 1 HYPERLINK \l _Toc260922244 一、消费心理概况 PAGEREF _Toc260922244 \h 1 HYPERLINK \l _Toc260922245 二、现代服装消费的特点 PAGEREF _Toc260922245 \h 2 HYPERLINK \l _Toc260922246 （一）时尚消费 PAGEREF _Toc260922246 \h 2 HYPERLINK \l _Toc260922247 （二）品牌消费 PAGEREF _Toc260922247 \h 3 HYPERLINK \l _Toc260922248 （三）体验消费 PAGEREF _Toc260922248 \h 4 HYPERLINK \l _Toc260922249 三、不同类型女性的消费心理与消费行为 PAGEREF _Toc260922249 \h 6 HYPERLINK \l _Toc260922250 （一）少女型 PAGEREF _Toc260922250 \h 6 HYPERLINK \l _Toc260922251 （二）青年未婚型 PAGEREF _Toc260922251 \h 6 HYPERLINK \l _Toc260922252 （三）主妇型 PAGEREF _Toc260922252 \h 6 HYPERLINK \l _Toc260922253 （四）中老年型 PAGEREF _Toc260922253 \h 7 HYPERLINK \l _Toc260922254 （五）特殊型 PAGEREF _Toc260922254 \h 7 HYPERLINK \l _Toc260922255 四、影响现代女性服装消费心理的因素 PAGEREF _Toc260922255 \h 8 HYPERLINK \l _Toc260922257 (一)个性 PAGEREF _Toc260922257 \h 8 HYPERLINK \l _Toc260922258 （二）商店形象 PAGEREF _Toc260922258 \h 8 HYPERLINK \l _Toc260922259 （三）价格 PAGEREF _Toc260922259 \h 8 HYPERLINK \l