经管营销市场营销专业论文刘研.doc

毕业设计（论文） 题 目：西安大学生服装消费行为影响 因素的实证研究 学 院： 管理学院 专业班级： 市场营销06级2班 指导教师： 成爱武 职称： 教授 学生姓名： 刘 研 学 号： 40606050226 摘 要 随着高校的扩招，在校大学生的规模不断扩大，以高校大学生为主体的消费市场也逐渐成为一个独特而有潜力的市场。大学生作为服装消费的一类特殊群体，其消费价值观、消费方式、消费兴趣等多方面均有其独特的个性，是社会消费行为的生力军，其消费行为往往代表当代服装消费的潮流与导向，对未来消费文化的构成产生着重要的影响。因而对他们的消费行为进行研究具有很强的现实意义。 为了深入研究大学生服装消费行为的影响因素，本研究以西安市大学生为研究对象，在查阅前人有关研究成果的基础上构建了大学生服装消费行为影响因素概念模型，同时根据影响大学生服装消费行为的可能因素提出假设。为验证模型和假设，本文采取了问卷调查的方式，对刺激、动机、体验、态度等方面进行了调查。然后运用SPSS统计软件对调查结果进行了分析对。其中采用因子分析法对影响因素进行降维；运用相关分析对提出的假设进行了验证。研究结果表明感官刺激、价格刺激、需求刺激、愉悦心情动机、实际需要动机、合适性体验、美化形象体验、舒适性体验、服装属性经验、评价经验及可支配消费金额对西安大学生服装购买行为有正向显著影响。 关键词：购买行为，西安大学生，影响因素，因子分析 An Empirical Study on Influencing Factors of Clothing Consumption of College Students in Xian ABSTRACT With the college enrollment, college students have been expanding. As college students to be the main consumer market is also becoming a unique and promising market. Students as a special kind of clothing consumption groups, they have their unique personality on their consumption values, consumption patterns,and consumption interestes.They are a social force in consumer behavior, and their consumer behavior stand for consumer trends of contemporary apparel and direction. It has an important influence on the composition of the future consumer culture. Thus deep research on their consumption behavior has the great practical significance.  In order to study influencing factors of clothing consumption behavior of college students, this paper,taking college students in Xian as the object of study . On the basis of consulting the previous clothing information on factors affecting consumer behavior, constructed the conceptual model of this study. Simultaneously proposes the research supposition according to influential factors on student’s clothing consumption.. To justify the conceptual model and supposition, the paper adopted a questionnaire survey, on stimulation, m