女装店形象与消费者购买决策风格关系的实证研究.doc

【摘要】 【关键词】 【Abstract】With the rise of consumer awareness of women, all kinds of stores where sell different womens clothing styles can be seen everywhere. After the survey, we found that the image of womens clothing store for womens clothing store decisions done by most of the women operators are not scientific basis. With the review on the store image and the relevant research papers of consumers’ shopping decision-making styles, the dimensionality of womens clothing store image dimensions and style of womens consumer decision-making dimension scales, in the form of a questionnaire, taken in Quanzhou selected random sample of 200 women to intercept consumers sample, the application of quantitative methods of the two dimensions of exploratory factor analysis. The main results suggest: 1) Nowadays women’s clothing consuming focuses most on the style and novelty of the clothes, fashionable dress-goods are the major approach to attract the consumers. So the operators of women’s clothing stores should grasp the fashion trend at any time. 2) High quality and various products, professional and thorough service and eyeable decoration are important factors to attract the consumers, cause the repurchasing of the customers and develop habit and loyalty-based customers. While low-price promotion usually attract those price sensitive customers, who will give up the loyalty and habit as they find products of lower prices. Therefore, price promotion has some negative correlation with the habit and loyalty-based customers. 【 Keywords 】 womens dress shopping decision-making style store image 目 录 1 引言 1 1.1 研究问题的提出 1 1.2 本文主要内容及研究思路 1 1.3 研究思路来源 1 2 研究理论回顾与研究变量界定 2 2.1 关于店铺形象维度研究 2 2.2 关于消费者购买决策风格维度研究 3 3 泉州市女装消费购物风格决策调查研究 4 3.1 研究方法 4 3.2 问卷的编制 4 3.3 数据的收集与统计 4 3.4 人口统计相关因素分析 6 3.5 量表的信度与效度 6 4 店铺形象探索性因子分析 11 5 女装店形象与购买决策风格多元线性回归分析 12 6 研究结论 13 6.1 研究结论与建议 13 6.2 本研究的不足及今后的研究方向 14 参考文献： 16 关于购买决策风格与女装店形象关系的调查 17 致谢 19 1 引言 1.1 研究问题的提出 随着女性消费意识的崛起，经营各种风格的女装店随处可见。主要由于经营女装店