[1]章依凌,曹超婵.基于服装品牌价值感知的“80后”知识女性群体细分[J].服装学报,2022,7(04):361-368.
　HANG Yiling,CAO Chaochan.Segmentation of "80s" Intellectual Women Based on Clothing Brand Value Perception[J].Journal of Clothing Research,2022,7(04):361-368.
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基于服装品牌价值感知的“80后”知识女性群体细分()
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《服装学报》[ISSN:2096-1928/CN:32-1864/TS]

卷:
第7卷
期数:
2022年04期
页码:
361-368
栏目:
服装设计与营销
出版日期:
2022-08-30

文章信息/Info

Title:
Segmentation of "80s" Intellectual Women Based on Clothing Brand Value Perception
作者:
章依凌;  曹超婵
浙江理工大学 国际教育学院,浙江 杭州 310018
Author(s):
HANG Yiling;  CAO Chaochan
School of International Education,Zhejiang Sci-Tech University,Hangzhou 310018,China
分类号:
F 713.54
文献标志码:
A
摘要:
基于感知价值理论,以“80后”知识女性群体为研究对象,使用因子分析测量并检验该群体对购买服装品牌时所表现的不同感知价值,同时采用聚类分析对该群体进行细分。研究表明,消费者对服装品牌感知价值包含功能价值、审美价值、象征性价值、情感价值、认知价值、感知支付成本、感知使用成本; 基于不同服装品牌价值的需求动机,将被调查群体细分为社交型、自我表达型、情感型、实用型4类。该研究结果可为服装品牌精准营销提供理论基础,辅助其有效制定营销策略。
Abstract:
Based on the theory of perceived value, this paper took the "80s" intellectual women group as the research object, and used factor analysis to measure and test the perceived value dimension of this group when buying clothing brands. Besides, cluster analysis was used to subdivide the group. The results showed that the dimensions of consumers’ perceived value of clothing brand included functional value, aesthetic value, symbolic value, emotional value, cognitive value, perceived payment cost and perceived use cost. Based on the different demand motives for clothing brand value, the investi-gated groups were divided into four categories: social type, self-expression type, emotional type and practical type. The study could provide theoretical basis for the precision marketing of clothing brand, and help to develop the marketing strategies.

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更新日期/Last Update: 2022-08-30