上海消费者境外服饰购买行为研究

发布时间：2018-04-09 14:17

本文选题：上海　切入点：消费者　出处：《东华大学》2013年硕士论文

【摘要】：随着经济全球化的发展,出境政策环境的逐渐宽松,加之中国国民人均可支配收入的提高,以旅游、购物、商务或其它各类目的出境的中国公民日趋增多。中国消费者强劲的消费热情与巨大的消费能力对于境外服饰行业的经济发展有着不可否认的重要的推动作用,境外的不少商家越来越重视起对中国顾客的营销服务。同时,在国内关于中国公民出境蜂拥采购商品的新闻报道不绝于耳,我国作为服饰制造大国,一直不断努力拓展着本国市场,然而消费者出境购买服饰这一现象意味着的是消费意识的外流,值得引起我们的注意。本论文以位处中国最重要的金融中心、交通枢纽和对外贸易口岸,也是长三角经济圈中心的国际性大都市---上海,以上海地区出境服饰购买的消费者作为研究对象,将刺激-反应模式作为逻辑模型,通过问卷调研所得数据结果,对上海消费者出境服饰购买行为进行分析研究。本论文首先阐述了研究背景、研究目的及其意义,以及与本文相关的国内外的相关研究现状。之后引出本文的研究理论基础,在理论背景的支撑下,利用问卷调查所得的第一手数据进行统计整理,首先对出境购买服饰的消费者的人文统计特征进行了陈述,随后分析了上海消费者出境服饰购买决策过程及其行为的基本表现,最后深入综合分析不同性别、收入等个人因素影响下的消费者其出境服饰购买行为的特征表现,对其进行区别分析。研究得出如下结论：出境购买服饰的消费群体以女性为主,学历层次较高,年龄主要集中于26～35岁之间；月收入集中于5000元以上的中产阶级及富裕阶级；职业主要以公司企业的职员及企业管理人员,专业技术人员为主。大部分出境购买服饰商品的消费者的出境购买的次数较多,经验丰富。而吸引他们出境购买的首要三大诱因依次为免税便宜、款式新颖时尚、品牌种类多,选择性多。他们主要通过网络／论坛、时尚杂志与家人朋友的口碑宣传来获取所需的境外服饰的相关信息,并集中于在国定节假日、休假期间、打折季期间前往购买。消费者赴境外购买选择的目的地国家或地区首位为香港,其次为韩国,再次为美国。购买场所首选为专卖店/专柜,其次为免税店,再次为Shopping Mall。消费者出境购买服饰以满足自身为主,其次为作为礼物赠送,再次为家人朋友捎带。他们选择购买的服饰商品依次为服装、包品、鞋品,风格倾向于时尚型及休闲型,在三类服饰商品的单件花费金额上都集中于1000～3000元的价格区间内。消费者在境外实地购买时首要考虑三大因素依次为款式、质量、价格。在消费者看来,境外服饰市场的优势首要在于品牌种类多,其次为款式前沿,再次为质量更有保证。因此,大部分消费者对于境外服饰商品无论是设计与款式、质量还是流行性、价格,其购后评价总体上是满意的,只有小部分人群存有价格上的心理落差。多数消费者对于“境外购买服饰却是中国制造”的状况有所顾虑。而若是同款商品在境内销售会影响消费者做出购买决定的首要三大影响因素依次为价格与境外相同甚至更低、确定是正版、质量上有保证。本篇论文的研究对于境内外的服饰企业进一步了解中国这部分境外服饰消费群体的消费倾向与趋势及他们的购买需求,今后能够更好地采取相应对策,为这部分服饰消费者提供更周到的服务,激发这部分消费者的消费欲望提供一定的现实参考意义。
[Abstract]:With the development of economic globalization, exit policy environment gradually relaxed, and Chinese per capita disposable income increase, to travel, shopping, business or other types of China citizens to exit is increasing. There is admittedly an important role in promoting consumer China strong consumer enthusiasm and huge consumption ability for overseas the apparel industry's economic development, foreign businesses pay more and more attention to the Chinese customer marketing service. At the same time, in the domestic procurement of goods on China outbound throngs of news reports can be heard without end, China as a clothing manufacturing country, constantly strive to develop the domestic market, however, the phenomenon of consumers buying clothes outside means the outflow of consumer awareness, worthy of our attention.
In this paper, a China most important financial center, transportation hub and foreign trade port, but also in the Yangtze River Delta economic circle center of the international metropolis - Shanghai, in the area of Shanghai outbound dress purchasing consumer as the research object, the stimulus response model as a logical result, through the questionnaire survey data on consumers in Shanghai exit analysis of clothing purchase behavior.
This paper first elaborated the research background, research purpose and significance, and the related domestic and foreign research status. Then research the theoretical basis of this paper, the theoretical background of the support, the use of a questionnaire survey from the first hand data statistics, statistical characteristics of the first human consumers are buying clothes outside the statement, then analyzes the basic features of consumers in Shanghai outbound dress purchasing decision process and behavior, finally comprehensive analysis of different gender, characteristics of the influence of income personal factors such as consumers under the outbound dress purchasing behavior, difference analysis of the main conclusions are as follows:
Exit the purchase of clothing consumer groups dominated by women, higher education levels, age mainly concentrated in 26~35 years old; the middle class and the wealthy income concentrated in 5000 yuan of above; the main occupation to company staff and enterprise management personnel, professional and technical personnel.
Most of the outbound purchase of clothing consumer goods exit to buy more times, rich experience and attract them. The first exit to buy three incentives are duty-free cheap, fashionable fashion, brand variety, selectivity. They mainly through the Internet / forum, the relevant information is the Journal of family and friends to get the word of mouth for overseas clothing, and focus on the national holidays, vacation, to buy discounted season. Consumers overseas purchase choice of the destination country or region the first for Hongkong, followed by South Korea, once again to the United States. As the best places to buy stores / counters, followed by the duty-free shop, again for Shopping Mall. consumers buying clothes outside to meet their own, then as a gift for family and friends again, incidentally. They choose to buy clothing and accessories are clothing, package, Shoes, style tends to fashion and leisure, spend in the three categories of apparel goods single amount are concentrated in the 1000~3000 yuan price range. Consumers buy the field outside the primary consideration of three factors of style, quality and price. In the eyes of consumers, foreign apparel market advantage lies in the brand many kinds of styles, followed by frontier, ensure again for more quality. Therefore, the majority of consumers both in design and style for the foreign apparel goods, quality or price, popularity, the post purchase evaluation is generally satisfactory, only a small part of the population being price psychological gap. The majority of consumers to buy clothing is "overseas Chinese manufacturing" situation concerns. And if the same product in domestic sales will influence the consumer purchase decision factors make the top three factors are the price and overseas phase The same is even lower, it is a positive version, and the quality is guaranteed.
This paper studies the domestic and foreign clothing enterprises to further understand the China overseas clothing consumer groups and their consumption tendency and demand, in the future to better take corresponding countermeasures, to provide better service for this part of apparel consumers, stimulate this part of the consumer's desire to provide a practical reference value.

【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.86;F224

【参考文献】