本文選題：獨生子女型父母 + 消費行為�。� 參考：《武漢紡織大學》2015年碩士論文

【摘要】：近年來,我國童裝發(fā)展趨勢呈上升狀態(tài),童裝消費量持續(xù)上漲。隨著國家對“單獨二胎”政策的松綁,也為中國童裝企業(yè)的發(fā)展帶來了新的機會。現階段,80后已開始進入婚育年齡,他們儼然已成為中國童裝消費的主力軍。根據報告顯示,80后中又有超過60%的人都是獨生子女,由于他們本身成長環(huán)境優(yōu)越,生活方式與消費行為都與老一輩的父母及非獨生子女的人存在著明顯差異,故針對這部分特殊群體,研究他們在當了父母后對童裝消費會呈現出怎樣的消費傾向研究是非常迫切和有必要的。本文以獨生子女和消費行為相關理論研究為基礎,引出影響獨生子女型父母童裝消費傾向各變量指標的假設。以80-89年出生的獨生子女型父母為研究對象,通過質性研究與定量研究兩種方法,在全國7大城市展開調研工作。運用SPSS統計軟件對調查結果進行方差分析、相關分析、頻數分析、均值分析、標準差分析等,探討了各地區(qū)獨生子女型父母在購買童裝時會考慮哪些因素,會呈現出哪些消費傾向。根據實證研究結果,最終構建出中國獨生子女型父母童裝消費傾向模型,為童裝企業(yè)在產品設計開發(fā)及品牌運作推廣上提供有效的信息參考。
[Abstract]:In recent years, the trend of children's wear in China has been on the rise, and the consumption of children's clothing has continued to rise. With the state's loosening of the "single second child" policy, it has also brought new opportunities for the development of children's clothing enterprises in China. At this stage, the post 1980s have begun to enter the age of marriage and childbirth. They have become the main force of Chinese children's wear and consumption. According to the report, 80 More than 60% of the people in the post are only children. Because of their own growing environment, their lifestyle and consumption behavior are obviously different from those of older parents and non only children. It is very urgent and necessary. This paper, based on the theory of only child and consumption behavior, leads to the hypothesis of the variables that affect the children's clothing consumption tendency of the only child type parents. With the 80-89 year old only child type parents as the research object, the two methods of qualitative research and quantitative research have been carried out in the 7 major cities of the country. SPSS statistical software is used to analyze the results of the survey, correlation analysis, frequency analysis, mean analysis, standard deviation analysis and so on. It discusses the factors that one child parents will take into consideration when buying children's clothes in each region, which will show the tendency of consumption. According to the results of the research, the only child type father of China is built. The children's clothing consumption tendency model provides effective information reference for children's clothing enterprises in product design and development and brand operation promotion.
【學位授予單位】：武漢紡織大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F426.86;F713.5

【參考文獻】

相關期刊論文 前2條

1 劉亞玲;吳杰;;解密80后消費者的消費行為特征[J];商場現代化;2007年18期

2 聶淼;;世代研究背景下的中國“獨生代”消費行為分析[J];商場現代化;2007年20期

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本文編號：2068132