基于问卷调查的职场型孕妇装消费行为研究  

Research on the Consumption Behavior of Workplace Maternity Clothes based on Questionnaire

作　　者：邹文霞 袁惠芬 韦玉辉 夏威 ZOU Wen-xia;YUAN Hui-fen;WEI Yu-hui;XIA Wei(School of Art,Anhui Polytechnic University,Wuhu Anhui 241000,China;School of Textile and Clothing,Anhui Polytechnic University,Wuhu Anhui 241000,China;School of Textile and Clothing,Anhui Vocational and Technical College,Hefei Anhui 230011,China;Anhui Red Love Industrial Co.,Ltd,Anqing Anhui 246500,China.)

机构地区：[1]安徽工程大学艺术学院,安徽芜湖241000 [2]安徽工程大学纺织服装学院,安徽芜湖241000 [3]安徽职业技术学院纺织服装学院,安徽合肥230011 [4]安徽红爱实业股份有限公司,安徽安庆246500

出　　处：《武汉纺织大学学报》2021年第2期43-48,共6页Journal of Wuhan Textile University

基　　金：纺织服装行业人才及技术交流服务平台系统研发(HX-2020-07-010);安徽省重点研究与开发计划面上攻关项目(201904a05020067).

摘　　要：职场型孕妇是当今孕妇装市场的重要消费群体,为充分了解其消费行为和特点,设计出更符合职场型孕妇所需求的服装,本文选取20~40岁及以上的各类育龄期职业女性为调研对象,主要从消费动机分析、消费信息获取和购买场所、消费偏好、消费处置与评价四个方面进行调查和分析。研究结果为设计和生产满足消费需求的职场型孕妇装及营销方式提供有价值的参考。Workplace pregnant women are important consumer groups in today's maternity clothes market,in order to fully understand the characteristics of their consumer behavior,and to design more workplace maternity clothes in line with the needs,this paper selected 20-40 years old and above professional women of childbearing age as the research objects to investigate.The analysis ranges from consumption motivation analysis,consumption information acquisition and purchase place,consumption preference,consumption disposal and evaluation.The results provide valuable reference for the design and production of workplace maternity clothing and marketing methods meeting consumer needs.

关 键 词：职场环境 孕妇装 消费行为 

分 类 号：TS941.2[轻工技术与工程—服装设计与工程]