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題 名 | 牛仔服裝消費者消費行為研究=A Research of Denim Consumers' Behavior |
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作 者 | 武海良; 張弦 ; 郝風鳴; | 書刊名 | 紡織中心期刊 |
卷 期 | 9:4 1999.10[民88.10] |
頁 次 | 頁295-301 |
分類號 | 424.2 |
關鍵詞 | 牛仔服裝; 消費行為; 商店; Denim clothing; Shopping behavior; Department store; |
語 文 | 中文(Chinese) |
中文摘要 | 越來越多的服裝消費者垂青牛仔服裝的消費[1]。許多著名的牛仔服裝生產企業和牛仔服裝銷售商都在各大城市開設專賣店,如Billy,Lee,Girodano,Jeanswest, Ba1eno,Apple,Weipeng,Boton等,或在各種百貨商店內開專櫃,以促進產品的銷售。然而,關於顧客在選擇購買牛仔服裝商店時的態度及考慮因素方面的材科卻不足。本次調查嘗試採用模擬商店(Fictitious Department Store)和回答相結合的方式,調查消費者對購買牛仔服裝時選擇商店的態度及考慮的因素。本次調查在北京、上海、廣州、西安、成都、哈爾濱、香港同時進行,每個城市調查160名1998年購買過牛仔褲的顧客。本文主要分析西安地區的調查結果及調查方法的可行性。實際調查表明,採用模擬商店的方法,省時省力,可以取得我們所需的信息。西安地區的牛仔服裝消費者在選擇購買商店時,將牛仔服裝的品質放在首位。 |
英文摘要 | More and more clothing consumers prefer to denim clothing[1] In China, many famous denim enterprises and salesmen opened their special stores, such as Bily, Lee, Girodano, Jeanswest, Banelo, Apple, Weipeng, Boton etc. Some of them opened the special counters in department stores to promote their products. However the information about the attitude and the factors of denim consumer during purchasing have not been reported. In this research we took fictitious department stores and questionnaire to study the denim consumers' attitudes towards shopping. Some160 consumers who bought denim clothes in 1998 have been investigated. Using fictitious department stores to study consumers' shopping behavior is a good way to collect the information. The quality of denim clothing is the most important factor when denim consumers choosing their stores. |
本系統中英文摘要資訊取自各篇刊載內容。