資源描述：
《服裝終端陳列與消費行為關系研究 論文》由會員上傳分享，免費在線閱讀，更多相關內容在教育資源-天天文庫。
1、服裝終端陳列與消費行為關系研究摘要隨著服裝市場競爭的日趨激烈，越來越多的服裝企業(yè)開始意識到以消費者為導向的市場競爭策略的重要性。本論文結合服裝行業(yè)的特點，基于消費者行為對服裝終端陳列因素和消費者行為之間的關系進行了實證研究。并通過市場調查，得出對服裝企業(yè)具有戰(zhàn)略意義的核心要素體系。通過實證研究，本論文得到了服裝終端陳列的核心要素體系，該結構中影響消費行為的7個主因子分別是陳列方法、陳列技巧、裝飾裝潢、形象氛圍、品牌標識、銷售輔助和視覺傳達；比較了不同人口統(tǒng)計屬性（性別）的消費者關于服裝陳列對消費行為的影響和感知上的差異；通過陳列對消費行為
2、影響效應與提取的因子進行回歸分析，得出陳列對消費行為影響效應回歸方程，找到了陳列各因子對消費行為影響效應的貢獻權重。關鍵詞：服裝陳列陳列要素消費行為RESEACHONTHERELATIONSHIPBETWEENFASHIONTERMINALDISPLAYANDCONSUMERBEHAVIORABSTRACTWiththefashionmarketcompetitionisbecomingincreasinglyfierce,moreandmoregarmententerprisesarebeginningtorealizetheconsu
3、mer-orientedstrategyfortheimportanceofmarketcompetition.Inthisthesis,consideringthecharacteristicsoffashionindustry,basedonconsumerbehavioronthefashiondisplayterminalsandconsumerbehavioroftherelationshipbetweenthefactualresearch.Throughmarketinvestigation,Ifindoutthestrat
4、egicsignificancecoreelementssystemtogarmententerprises.Throughfactualresearch,thisthesishasgotthefashionterminaldisplaycoreelementssystemofstructure,themainsevenfactorswhicheffectedthecustomerbehaviorinthisstructurewerenamedas:displaymethod,displaytechnique,decorativedeco
5、r,imageatmosphere,brandlogo,salessupportandvisualCommunication;Ihavecompareddifferentofdemographics(gender)characteristicsoftheconsumeronfashiondisplayimpactontheconsumerbehavioranddifferencesintheperceptionandanalysedquantitativelythedegreeofinfluenceofthegenderofconsume
6、rstotheirbehavior.Throughtheregressionanalysisoftheeffectsofdisplaytoconsumerbehaviorimpactandthefactorsofextraction,cometheeffectsofdisplaytoconsumerbehaviorimpactoftheregressionequation,foundvariousfactorsontheeffectsofdisplaytoconsumerbehaviorimpactthecontributionofwei
7、ght.KEYWORDS:fashiondisplayfashionelementsdisplayconsumerbehavior北京服裝學院2005級碩士論文1目錄1引言................................................................................32相關理論回顧........................................................................52.1服裝陳列相關理論..............
8、.................................................52.1.1陳列的內涵....................................
