Comparative Study on the Consumption Behavior of Zhejiang Womens Clothing Brands --Based on the Lifestyle
Questionnaire surveys to realize the consumption behavior of the clothing brands of the 18~45-year-old women who are in Hangzhou, Jinhua, Ningbo and Wenzhou are undertaken from four aspects of lifestyle such as the personal pursuit, consumption value, communication viewpoint and brand awareness, and then the data of the valid questionnaires are made statistical by using methods of factor analysis and cluster analysis, and the similarities and differences of consumption behavior of Zhejiang womens clothing brands based on different lifestyles which is resulted from the different terrains between the inland and coastal regions are made analyses and summed up. The main commonness includes that the Zhejiang women have pragmatic characteristic and they focus on the high quality and fashionable style of life. The differences are mainly that the most inland women pay more attention to the clothing brands and their price, and have more tendency towards Hangzhou female clothing, and spend more money on clothing than the most coastal women; whereas the most coastal womens purchasing behaviors are affected by the fashion advertisements and information on TV more easily than that of the most inland women, and the new fashion concepts are accepted by the coastal women more easily.
Zhejiang women, clothing brands, consumption behavior, comparative, lifestyle
YAN Yu-xiu HU Xiu-juan Jin Zimin
School of Fashion, Zhejiang Sci-Tech University, Hangzhou 310018, China Key Laboratory of Advanced Textile Materials and Manufacturing Technology (Zhejiang Sci-Tech Univers
国际会议
上海
英文
1134-1138
2009-05-27（万方平台首次上网日期，不代表论文的发表时间）