服装终端陈列与消费行为关系研究 论文

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
RESEACH ON THE RELATIONSHIP BETWEEN FASHION
TERMINAL DISPLAY AND CONSUMER BEHAVIOR
ABSTRACT
With the fashion market competition is becoming increasingly fierce, more and more
garment enterprises are beginning to realize the consumer-oriented strategy for the importance
of market competition. In this thesis, considering the characteristics of fashion industry, based
on consumer behavior on the fashion display terminals and consumer behavior of the
relationship between the factual research. Through market investigation, I find out the
strategic significance core elements system to garment enterprises .
Through factual research, this thesis has got the fashion terminal display core elements
system of structure, the main seven factors which effected the customer behavior in this
structure were named as: display method, display technique, decorative decor, image
atmosphere, brand logo, sales support and visual Communication; I have compared different
of demographics (gender) characteristics of the consumer on fashion display impact on the
consumer behavior and differences in the perception and analysed quantitatively the degree of
influence of the gender of consumers to their behavior. Through the regression analysis of the
effects of display to consumer behavior impact and the factors of extraction, come the effects
of display to consumer behavior impact of the regression equation, found various factors on
the effects of display to consumer behavior impact the contribution of weight.
KEY WORDS: fashion display fashion elements display consumer behavior
北京服装学院2005 级硕士论文
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目录
1 引言................................................................................ 3
2 相关理论回顾........................................................................ 5
2.1 服装陈列相关理论............................................................... 5
2.1.1 陈列的内涵................................................................... 5
2.1.2 服装陈列的发展历程......................... .................................. 6
2.1.3 服装陈列研究现状............................................................. 7
2.1.4 服装陈列的作用............................................................... 9
2.1.5 服装陈列的要素.............................................................. 10