国际服装品牌对我国女性服装消费的影响
发布时间：2019-02-14 09:33
【摘要】： 自1990年以来,中国的年经济平均成长率约8%以上,是全球最具潜力的市场,已经悄然成为全球的第三大经济体与第三大贸易国。因此也吸引了全球逐鹿中国的风潮。随着经济改革持续发展,工商业的快速发展,进出口的大幅扩张,生产总值也大幅增长,国民收入逐年提高,人民生活水平不断的改善,消费能力大大的提升。大量的国际品牌的已悄然出现在我们身边,研究消费者的消费心理、购买动机是国内品牌参与竞争的先决条件,对于女性服装品牌的来源国国家形象、品牌名称、价格的知觉品质及购买意愿的研究与探讨十分必要。 研究以我国上海地区的20~35岁女性消费者作为研究的样本,并采用8组实验设计,探讨产品外部信息(来源国国家形象、品牌名称与价格)对知觉特性的影响与知觉特性(知觉品质、炫耀性知觉、流行性知觉)对消费者购买意愿的影响。 基于以上的研究框架,本研究分别对上海市的南京路、淮海路、虹桥及徐家汇等五个主要商业圈采取随机抽样调查的方式,针对20~35岁的300多位女性的消费者进行人员街头访问,回收有效样本为320多份,应用常用的数据统计软件SPSS和Microsoft Excel加以分析。得出如下实验结果: (1)大部分主变量品牌来源国国家形象、品牌名称、价格对中介变量没有显著的影响,可是价格对流行知觉有显著的影响。 (2)主变量品牌来源国国家形象、品牌名称、价格之间的交互作用对知觉品质、炫耀性知觉及流行性知觉皆有显著的影响。 (3)知觉品质、炫耀性知觉及流行性知觉皆对消费者的购买意愿有显著的影响。 (4)消费者会以品牌来源国国家形象、品牌名称及价格不同的配套作为知觉品质、炫耀性知觉、流行性知觉评价及购买意愿的决策。 (5)对于上海地区女性服装的消费者而言,影响消费者购买意愿最大的是流行性知觉,其次是炫耀性知觉,再次是知觉品质。
[Abstract]:Since 1990, China's economy has grown at an average annual rate of more than 8 percent, making it the world's most promising market and quietly becoming the world's third-largest economy and third largest trading nation. As a result, it also attracted the global trend of chasing after China. With the sustained development of economic reform, the rapid development of industry and commerce, the large expansion of import and export, the increase of GDP, the increase of national income year by year, the continuous improvement of people's living standard, the consumption ability is greatly enhanced. A large number of international brands have quietly appeared around us, study consumer consumption psychology, purchase motivation is a prerequisite for domestic brands to participate in the competition, for the country of origin of women's clothing brand image, brand name, It is necessary to study the perceived quality and purchase intention of price. The study took 20- and 35-year-old female consumers in Shanghai as samples, and used eight experimental designs to explore the external information of products (country image of the country of origin). The influence of brand name and price on perceptual characteristics and the influence of perceptual characteristics (perceptual quality, conspicuous perception, epidemic perception) on consumers' willingness to buy. Based on the above research framework, this study conducted a random sampling survey on five major business circles in Shanghai, namely Nanjing Road, Huaihai Road, Hongqiao and Xujiahui, and conducted street interviews for more than 300 female consumers aged 20 to 35. More than 320 valid samples were recovered and analyzed by SPSS and Microsoft Excel. The results are as follows: (1) the national image of the country of origin of most main variables, brand name, price have no significant effect on intermediary variables, but price has a significant impact on popular perception. (2) the national image of the country of origin, the brand name and the price have significant effects on the perceived quality, conspicuous perception and epidemic perception. (3) perceived quality, conspicuous perception and epidemic perception have significant effects on consumers' purchase intention. (4) consumers will take the national image of the brand country, brand name and price as the cognitive quality, conspicuous perception, epidemic perception evaluation and the decision of purchase intention. (5) for the consumers of women's clothing in Shanghai, the biggest influence on consumers' purchase will is epidemic perception, followed by conspicuous perception, and again perceived quality.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F426.86
本文编号：2422083
[Abstract]:Since 1990, China's economy has grown at an average annual rate of more than 8 percent, making it the world's most promising market and quietly becoming the world's third-largest economy and third largest trading nation. As a result, it also attracted the global trend of chasing after China. With the sustained development of economic reform, the rapid development of industry and commerce, the large expansion of import and export, the increase of GDP, the increase of national income year by year, the continuous improvement of people's living standard, the consumption ability is greatly enhanced. A large number of international brands have quietly appeared around us, study consumer consumption psychology, purchase motivation is a prerequisite for domestic brands to participate in the competition, for the country of origin of women's clothing brand image, brand name, It is necessary to study the perceived quality and purchase intention of price. The study took 20- and 35-year-old female consumers in Shanghai as samples, and used eight experimental designs to explore the external information of products (country image of the country of origin). The influence of brand name and price on perceptual characteristics and the influence of perceptual characteristics (perceptual quality, conspicuous perception, epidemic perception) on consumers' willingness to buy. Based on the above research framework, this study conducted a random sampling survey on five major business circles in Shanghai, namely Nanjing Road, Huaihai Road, Hongqiao and Xujiahui, and conducted street interviews for more than 300 female consumers aged 20 to 35. More than 320 valid samples were recovered and analyzed by SPSS and Microsoft Excel. The results are as follows: (1) the national image of the country of origin of most main variables, brand name, price have no significant effect on intermediary variables, but price has a significant impact on popular perception. (2) the national image of the country of origin, the brand name and the price have significant effects on the perceived quality, conspicuous perception and epidemic perception. (3) perceived quality, conspicuous perception and epidemic perception have significant effects on consumers' purchase intention. (4) consumers will take the national image of the brand country, brand name and price as the cognitive quality, conspicuous perception, epidemic perception evaluation and the decision of purchase intention. (5) for the consumers of women's clothing in Shanghai, the biggest influence on consumers' purchase will is epidemic perception, followed by conspicuous perception, and again perceived quality.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F426.86
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相关期刊论文 前3条
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，本文编号：2422083
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