服装品牌评价的问卷编制及维度构建  

Questionnaire establishment and dimension construction of clothing brands evaluation

作　　者：于国瑞[1] 

机构地区：[1]宁波大学艺术学院,浙江宁波315211

出　　处：《丝绸》2012年第4期65-69,共5页Journal of Silk

摘　　要：根据相关研究提供的研究线索,结合服装品牌评价的特殊性,编制了基于消费者认知的服装品牌评价问卷,构建消费者对服装品牌评价的认知维度。探索性因素分析结果表明,该问卷的内部一致性和重测信度均符合统计测量学的标准,该问卷与维度结构的模型整体拟合良好,并且各个观测因素在潜变量上的载荷比较合理,此外服装品牌评价的6个维度的总解释量为62.24%,说明编制的服装品牌评价问卷具有良好的信效度,可以作为相关研究的工具。The clothing brands evaluation questionnaire based on consumer response was established and the cognitive dimensions of the clothing brands evaluation was constructed based on the research clues of the relevant studies and the particularity of the clothing brand evaluation. The exploratory factor analysis results revealed that the internal consistency and reproducibility of this questionnaire were all in line with the standard of the measurement statistics. The model＇s degree of fitting between this questionnaire and its dimension construction was showing well and the load of each observation factors on the potential variant was reasonable, In addition, the total interpretation amount of 6 dimensions of the clothing brand evaluation questionnaire was 62,24%, indicating that the clothing brands evaluation questionnaire has good reliability and validity, and can be used as the tool for the relevant research.

关 键 词：服装品牌 品牌认知 维度结构 问卷 

分 类 号：TS941.1[轻工技术与工程—服装设计与工程]