服装终端陈列与消费行为关系研究 硕士毕业论文

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1、服装终端陈列与消费行为关系研究摘要随着服装市场竞争的日趋激烈，越来越多的服装企业开始意识到以消费者为导向的市场竞争策略的重要性。本论文结合服装行业的特点，基于消费者行为对服装终端陈列因素和消费者行为之间的关系进行了实证研究。并通过市场调查，得出对服装企业具有战略意义的核心要素体系。通过实证研究，本论文得到了服装终端陈列的核心要素体系，该结构中影响消费行为的7个主因子分别是陈列方法、陈列技巧、装饰装潢、形象氛围、品牌标识、销售辅助和视觉传达；比较了不同人口统计属性（性别）的消费者关于服装陈列对消费行为的影响和感知上的差异；通过陈列对消

2、费行为影响效应与提取的因子进行回归分析，得出陈列对消费行为影响效应回归方程，找到了陈列各因子对消费行为影响效应的贡献权重。关键词：服装陈列陈列要素消费行为RESEACHONTHERELATIONSHIPBETWEENFASHIONTERMINALDISPLAYANDCONSUMERBEHAVIORABSTRACTWiththefashionmarketcompetitionisbecomingincreasinglyfierce,moreandmoregarmententerprisesarebeginningtorealizeth

3、econsumer-orientedstrategyfortheimportanceofmarketcompetition.Inthisthesis,consideringthecharacteristicsoffashionindustry,basedonconsumerbehavioronthefashiondisplayterminalsandconsumerbehavioroftherelationshipbetweenthefactualresearch.Throughmarketinvestigation,Ifindou

4、tthestrategicsignificancecoreelementssystemtogarmententerprises.Throughfactualresearch,thisthesishasgotthefashionterminaldisplaycoreelementssystemofstructure,themainsevenfactorswhicheffectedthecustomerbehaviorinthisstructurewerenamedas:displaymethod,displaytechnique,de

5、corativedecor,imageatmosphere,brandlogo,salessupportandvisualCommunication;Ihavecompareddifferentofdemographics(gender)characteristicsoftheconsumeronfashiondisplayimpactontheconsumerbehavioranddifferencesintheperceptionandanalysedquantitativelythedegreeofinfluenceofthe

6、genderofconsumerstotheirbehavior.Throughtheregressionanalysisoftheeffectsofdisplaytoconsumerbehaviorimpactandthefactorsofextraction,cometheeffectsofdisplaytoconsumerbehaviorimpactoftheregressionequation,foundvariousfactorsontheeffectsofdisplaytoconsumerbehaviorimpactth

7、econtributionofweight.KEYWORDS:fashiondisplayfashionelementsdisplayconsumerbehavior北京服装学院2005级硕士论文1目录1引言................................................................................32相关理论回顾........................................................................52.1服

8、装陈列相关理论...............................................................52.1.1陈列的内涵....................................