服装终端陈列核心要素的研究

对服装终端陈列相关要素以及消费者行为的相关理论进行系统分析的基础上,采用定性与定量相结合的方法,总结归纳出对消费者购买行为产生重要影响的服装终端陈列各因子;并通过因子负荷量表,分析服装终端陈列各因素对公因子的相对重要性.从理性与科学的角度,为品牌服装企业制定终端陈列营销策略提供可操作性强的借鉴;同时,也为研究服装终端陈列要素各因子和消费行为之间的关系以及服装终端陈列要素各因子对消费行为的影响程度奠定基础.

Study on Core Factors of Clothing Terminal Display

Based on the systematic analysis of clothing terminal display factors and consumer behavior theory,this study combined qualitative and quantitative research methods to summarize clothing terminal display factors,which have significant influence on consumer behavior.Moreover,the influence of each clothing terminal factor on common factor was examined through the load factor scale,which will be useful for brand clothing enterprises to set up terminal display strategy from the aspect of rationalization.Meanwhi...