【摘要】：在生活方式、消費者態(tài)度等相關文獻研宄的基礎上，借鑒相關研宄成果，結(jié)合綠色服裝的特點，，構(gòu)建了消費者對綠色服裝態(tài)度影響因素的研宄模型，在前人研宄的基礎上，形成了消費者態(tài)度量表和生活方式量表。實證研宄以18-45歲的消費者為對象，采用問卷調(diào)查法，獲取消費者對綠色服裝態(tài)度以及生活方式等的數(shù)據(jù)。對調(diào)查數(shù)據(jù)采用SPSS統(tǒng)計分析軟件進行了多種統(tǒng)計分析和深入探討，得到以下結(jié)論： (1)生活方式量表和綠色服裝態(tài)度量表有良好的信度和效度，通過因子分析、聚類分析、方差分析和回歸分析等驗證了消費者對綠色服裝態(tài)度影響因素的研宄模型和相關假設。 (2)總體上消費者對綠色服裝特點的認識還不夠全面。但在選購服裝時，尤其在購買貼身類服裝如內(nèi)衣時，會很在意服裝的綠色環(huán)保性，并且對于熟悉和經(jīng)常購買的品牌的綠色服裝，會有很高的信任度。而且，消費者從態(tài)度上會愿意以更高的價格來購買綠色服裝。 (3)以生活方式因子分析為基礎，可將被調(diào)查者劃分為“善于自我表現(xiàn)的時尚者”、“隨波逐流的中庸派”、“粗枝大葉的安逸派”、“信息消極的實用主義者”、“講宄生活的健康派”五種類型，各類型消費者在對綠色服裝的態(tài)度上存在顯著差異。其中，“善于自我表現(xiàn)的時尚者”和“講宄生活的健康派”這兩類消費者對綠色服裝的態(tài)度最為積極。 (4)采用回歸分析，得到消費者的環(huán)保意識、對綠色服裝特點的認知以及生活方式中的積極健康因子、穿著時尚因子、名品廣告因子、流行休閑因子對消費者綠色服裝態(tài)度有顯著的正向影響。生活方式中重視價格和信息消極兩個因子的影響不顯著。 根據(jù)實證分析的結(jié)論，從營銷組合策略的產(chǎn)品、價格、渠道、促銷這四個方面入手，結(jié)合不同類型消費者的特點，對于綠色服裝的營銷給出了一些建議。
[Abstract]:On the basis of the study of life style, consumer attitude and other related documents, and referring to the relevant research results, and combining the characteristics of green clothing, this paper constructs a research model of the influencing factors of consumer attitude towards green clothing, on the basis of previous studies. Consumer attitude scale and lifestyle scale were formed. The data of consumers' attitude towards green clothing and lifestyle were obtained by questionnaire survey with 18-45 years old consumers as the object of empirical study. The data were analyzed and analyzed by SPSS software. The conclusions are as follows: (1) the life style scale and the green clothing attitude scale have good reliability and validity, and through factor analysis, we can get the following conclusions: (1) the life style scale and the green clothing attitude scale have good reliability and validity. Cluster analysis, variance analysis and regression analysis verify the research model and related hypotheses of the influencing factors of consumers' attitude towards green clothing. (2) in general, consumers' understanding of the characteristics of green clothing is not comprehensive enough. But when choosing and buying clothing, especially in the purchase of close clothing such as underwear, will be very concerned about the green and environmental protection of clothing, and for familiar and often purchased brand of green clothing, there will be a high degree of trust. Moreover, consumers will be willing to buy green clothes at higher prices. (3) based on lifestyle factor analysis, respondents can be classified as "stylist who is good at self-expression". There are five types of "mediocre school", "careless easy school", "information negative pragmatist" and "health school". There are significant differences in the attitude of consumers to green clothes. Among them, "the fashion person who is good at self-expression" and "the healthy school of talking about life" are the most active consumers. (4) using regression analysis, we can get the consumers' awareness of environmental protection. The cognition of the characteristics of green clothing and the positive health factors in life style, dress fashion factor, famous product advertising factor, popular leisure factor have significant positive influence on consumer's green clothing attitude. The influence of two factors, price and negative information, is not significant in life style. According to the conclusion of the empirical analysis, this paper puts forward some suggestions for the marketing of green clothing from the four aspects of product, price, channel and promotion of marketing combination strategy, combined with the characteristics of different types of consumers.
【學位授予單位】：北京服裝學院
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F416.86;F713.55

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