快时尚服装品牌的价格容忍度影响因素  

Influence factors of consumer price tolerance in fast fashion industry

作　　者：王秋月[1] 

机构地区：[1]北京服装学院商学院,北京100029

出　　处：《纺织学报》2015年第3期153-160,共8页Journal of Textile Research

基　　金：北京市教育委员会首都服饰文化产业基地专项资助项目(JD2012-08);北京服装学院科研专项资助项目(2013A-12);北京服装学院创新团队与优秀人才选拔与培养计划项目(PTTBIFT_TD-008)

摘　　要：准确定价是吸引目标消费者的重要因素之一。为此,以快时尚服装为研究对象,提出客户在品牌态度上的忠诚、客户的创新、对公平价格的感知、炫耀性消费心理4个影响其价格容忍度的关键因素。研究结果表明,公平价格感知、炫耀性消费心理对快时尚服装品牌的价格容忍度影响最为显著。建议国内快时尚服装企业以创新为先导,打造品牌个性化形象;准确地挖掘目标顾客的炫耀性消费心理需求;并让消费者感知到价格的公平性。Accurate pricing is one of the important factors to attract target consumers. Based on the fast fashion clothing brands,this paper proposed four major influencing factors for price tolerance,i. e.,brand attitudinal loyalty,consumer innovativeness,perceived price fairness and conspicuous consumption psychology. The empirical results show that perceived price fairness and conspicuous consumption are the most significant influences. According to the research conclusion,this paper provides domestic fast fashion companies with the following suggestions： enterprise should convey innovation as the guide,create personalized brand image,make more data mining of psychological demand of different groups of conspicuous consumption,and allow consumers to perceive price fairness.

关 键 词：价格容忍度 结构方程模型 快时尚 炫耀性消费心理 

分 类 号：F407.86[经济管理—产业经济]