|本期目录/Table of Contents|

[1]陈蔚蔚,朱秀丽,孔媛,等. 国内城市学龄儿童母亲童装购买行为研究[J].浙江理工大学学报,2012,29(04):517-520.
 CHEN Wei wei,ZHU Xiu li,KONG Yuan,et al. Study on Mothers Behavior of Childrens Garments[J].Journal of Zhejiang Sci-Tech University,2012,29(04):517-520.
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 国内城市学龄儿童母亲童装购买行为研究()
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浙江理工大学学报[ISSN:1673-3851/CN:33-1338/TS]

卷:
第29卷
期数:
2012年04期
页码:
517-520
栏目:
出版日期:
2012-08-28

文章信息/Info

Title:
 Study on Mothers Behavior of Childrens Garments
文章编号:
16733851 (2012) 04051704
作者:
 陈蔚蔚 朱秀丽 孔媛 张苇
 浙江理工大学服装学院, 杭州 310018
Author(s):
 CHEN Weiwei ZHU Xiuli KONG Yuan ZHANG Wei
 School of Fashion, Zhejiang SciTech University, Hangzhou 310018, China
关键词:
 学龄儿童母亲 童装 消费决策 购买行为
分类号:
F713.55
文献标志码:
A
摘要:
    以北京、沈阳、成都、西安、南京、郑州、广州、长沙等城市的学龄儿童母亲为调查对象,以问卷形式,调查分析母亲对于童装的购买动机、消费决策及消费方式等购买行为特征。结果显示:高龄儿童母亲的时尚诉求相对较低,高学历母亲的创新诉求、品牌诉求相对较高。儿童意见对母亲购买行为的影响较显著,商场和专卖店的货架陈列与促销宣传最能吸引母亲消费者从而产生购买行为。

参考文献/References:

 [1] 毛楠. 我国童装品牌现状分析与研究[D]. 西安:西安工程科技学院, 2005.
[2] 苏珍珍. 童装大变局[J]. 中国纺织, 2011(3): 75\|76.
[3] 邱菁华. 中国童装市场发展方向初探[J]. 时代金融, 2008(4): 43\|44.
[4] 王丹琼, 吴家瑞. 童装消费决策的主要影响因素[J]. 山东纺织经济, 2009(5): 70\|73.
[5] 叶明海, 于磊. 市场调查与预测[M]. 上海: 同济大学出版社, 2007: 23\|24.

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备注/Memo

备注/Memo:
 收稿日期: 2012-02-17
作者简介: 陈蔚蔚(1988-),女,浙江宁海人,硕士研究生,主要从事服装企业管理与营销的研究。
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