中国独生子女型父母童装消费倾向建模研究

发布时间：2018-06-26 00:05

本文选题：独生子女型父母 + 消费行为　；参考：《武汉纺织大学》2015年硕士论文

【摘要】：近年来,我国童装发展趋势呈上升状态,童装消费量持续上涨。随着国家对“单独二胎”政策的松绑,也为中国童装企业的发展带来了新的机会。现阶段,80后已开始进入婚育年龄,他们俨然已成为中国童装消费的主力军。根据报告显示,80后中又有超过60%的人都是独生子女,由于他们本身成长环境优越,生活方式与消费行为都与老一辈的父母及非独生子女的人存在着明显差异,故针对这部分特殊群体,研究他们在当了父母后对童装消费会呈现出怎样的消费倾向研究是非常迫切和有必要的。本文以独生子女和消费行为相关理论研究为基础,引出影响独生子女型父母童装消费倾向各变量指标的假设。以80-89年出生的独生子女型父母为研究对象,通过质性研究与定量研究两种方法,在全国7大城市展开调研工作。运用SPSS统计软件对调查结果进行方差分析、相关分析、频数分析、均值分析、标准差分析等,探讨了各地区独生子女型父母在购买童装时会考虑哪些因素,会呈现出哪些消费倾向。根据实证研究结果,最终构建出中国独生子女型父母童装消费倾向模型,为童装企业在产品设计开发及品牌运作推广上提供有效的信息参考。
[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.
【学位授予单位】：武汉纺织大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.86;F713.5

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