基于生活方式量表的上海地区孕妇用户画像  

Pregnant women's user portrait and analysis of consumption behavior in Shanghai based on lifestyle scale

作　　者：方方[1,2] 蒋蒙蒙 刘苗[1] FANG Fang;JIANG Mengmeng;LIU Miao(College of Fashion and Art Design,Donghua University,Shanghai 200051,China;China Seamless Underwear Research and Development Center,Donghua University,Shanghai 200051,China)

机构地区：[1]东华大学服装与艺术设计学院,上海200051 [2]东华大学中国无缝内衣研究开发中心,上海200051

出　　处：《东华大学学报（自然科学版）》2021年第3期68-74,111,共8页Journal of Donghua University(Natural Science)

摘　　要：以上海地区孕妇为研究对象进行用户画像,基于生活方式的AIO量表调查数据对孕妇群体进行分类和描述,以更换频率较高的基本孕期产品内裤为例,从消费偏好和消费需求两个角度量化分析其消费行为。结果表明:根据受试者的生活方式可将其分为随和型和理智型,两类受试者在孕期内裤产品的购买时间和渠道上无明显差异,并且对产品的关注要点相似。理智型受试者稍年长,学历较高,不易受外界干扰,要求产品材料舒适;随和型受试者较年轻,喜爱款式多变的产品,易受外界干扰。建议企业在产品开发和销售阶段,设计新颖产品面向随和型用户,并利用店铺活动拉动消费,而对于理智型用户,在产品设计时要避免繁琐,突出产品性能。User portraits and lifestyle-based AIO survey data were used to classify and describe pregnant women in Shanghai.Underwear,a basic pregnancy product with a high frequency of replacement,was taken as an example,and its consumer behavior was analyzed quantitatively from the perspectives of consumption preference and consumption demand.The results show that the subjects can be divided into two categories(casual type and rational type)according to their lifestyles.There was no significant difference in the purchase time and channels of underwear during pregnancy,and the concerns about the products were similar.The rational subjects were older,more educated,less susceptible to outside interference,and required comfortable materials.While the casual ones were younger,preferred products with a variety of styles,and were susceptible to outside interference.Thus enterprises should design novel products for casual users in the product development and sales stage,and use store activities to drive their consumption.As for rational users,they should avoid cumbersome product design and highlight the performance of products.

关 键 词：用户画像 孕妇 孕期内裤 生活方式量表 消费行为 

分 类 号：TS941.717[轻工技术与工程—服装设计与工程]