摘要
文章旨在探讨大学生服装消费心理的特点及其影响因素.通过文献研究,文章总结了大学生服装消费心理的特点及其影响因素.大学生在服装消费行为中表现出追求性价比和独特个性化,追求时尚品牌和符号化表达,喜欢自由便捷的网络化消费,容易出现冲动消费、盲目攀比和从众消费,存在非理性消费心理等特点.影响这些心理特点的原因包括个人、家庭、社会、市场等多个方面.文章还提出了针对大学生服装消费心理的市场应用措施,包括深化服装多样性、实施差异化价格战略、完善商品展示细节等.
Abstract
This paper aims to investigate the characteristics and influencing factors of clothing consumption psychology among college students.Through a review of existing literature,the study summarizes the traits and determinants of clothing consumption behaviors in this demographic.College students exhibit a penchant for cost-effectiveness and distinctive individuality,a preference for fashionable brands and symbolic expressions,and an affinity for the convenience of online shopping.They are also prone to impulsive spending,blind comparison,and herd behavior,reflecting an irrational consumption mindset.The factors influencing these psychological traits encompass personal,familial,societal,and market dimensions.The paper further proposes market application strategies tailored to college students'clothing consumption psychology,including the diversification of apparel,implementation of differentiated pricing strategies,and enhancement of product presentation details.
维普
万方数据