假冒品牌服装市场青年消费人群研究-服装设计与工程专业论文.docxVIP

假冒品牌服装市场青年消费人群研究摘要 假冒品牌服装市场青年消费人群研究 摘要 中国各地服装市场存在着较严重的假冒品牌现象。依据中国相 关法律法规对假冒服装品牌的界定，本文以都市青年消费人群为研究 对象，力图构建度量青年消费人群购买假冒品牌服装心理与行为的测 量工具，从而揭示其背后深层的社会文化动因。在测量工具构建上， 本文将购物决策风格量表、个人价值观量表、中国社会文化价值观量 表和消费者个人资料结合起来。购物决策风格量表以康达尔和斯普罗 尔斯设计的42项“购物决策风格量表”为基础，结合研究实际调整 为包含7个购物决策风格因子的29项变量题项；个人价值观量表包 含9个测试项目，由美国密歇根大学学者设计的用于测量“价值观” 的系列指针及步骤；社会文化价值观量表是针对中国假冒品牌服装市 场青年消费人群可能具有的社会文化价值体系而自行设计，主要包含 15个维度45条俗语的测试项目。研究方法则采用文献研究法、量表 编制法、问卷调查法及sPss统计分析法。本文得出购假和购正品的 青年消费人群在性别、年龄等特征上的差异分布，以及在购物决策风 格、个人价值观、社会文化价值观方面的差异特征。探讨了青年消费 人群购买假冒品牌服装深层文化原因和内在动机。 关键词：假冒，假冒服装市场，青年消费人群，购物决策风格，个人 价值观，社会文化价值观，文化，动机 Research Research On Young Consumers In Brand Apparel Counterfeits Market ABSTRACT Brand—Counterfeiting is a common phenomenon nowadays in China’S apparel markets all over the country．Based upon the definition of brand—counterfeiting by China’S legislative rules and regulations，and focusing on the object of young consumers，this thesis intends to construct a framework of measures for psychological inducements and behavioral tokens among young consumers who purchase counterfeit brand apparels，and meanwhile，this article intends to unseal the socio—cultures hidden behind and breeding this social phenomenon．When building the measures，four dimensions of evaluations are associated to be considered，which are from Consumers Decision—making Styles Survey and Evaluation，Personal Value Survey and Evaluation，Chinese Socio—culture Value Survey and Evaluation，and Consumers Personal Information．The Consumers Decision—Making Styles Survey，based upon the forty-two measures initially designed by Kandall and Sproles，is aajusted tO consist of seven aspects which contain twenty-nine test items The The Personal Value Survey and Evaluation contains nine test aspects to investigate indexes of the personal values，which was designed in a research of University of Michigan，and their procedure of testing is followed here．The Socio—culture Value Survey and Evaluation contains fifteen dimensional testing on people’S responses to f