文档介绍：【摘要】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,经调查发现,绝大部分女装经营者对女装店进行女装店形象决策时,都没有较为科学的依据。本文通过对店铺形象及消费者购买决策风格相关研究论文的回顾,建立女装店形象维度及女装消费者决策风格维度量表,通过问卷的形式,在泉州采取随机拦截抽样选取200份女性消费者样本,应用定量方法对这两个维度进行探索性因子分析。主要结果表明:(1)现代女性消费者对服装消费最看重服装的时尚新颖。女装经营者在进货方面应该要时时把握时尚的流行趋势,流行的服装产品是吸引更多消费者的主要手段。(2)优质、齐全的产品,专业、完善的服务和赏心悦目的装修是强化老顾客重复购买,吸引和培养习惯忠诚型顾客的重要因素。而低价格促销往往吸引来的是价格敏感型顾客,这类消费者一旦发现更便宜的服装商品便会放弃忠诚与习惯,因此价格促销与习惯忠诚型顾客存在一定的负相关。
【关键词】女装购买决策风格店铺形象
【Abstract】With the rise of consumer awareness of women, all kinds of stores where sell different women's clothing styles can be seen everywhere. After the survey, we found that the image of women's clothing store for women's 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 women's clothing store image dimensions and style of women's 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 】 women's dress shopping decision-making style store