生活方式细分下的90后群体服装可持续消费行为  

Sustainable clothing consumption behavior of the post-90s group under the lifestyle segmentation

作　　者：封竹 梁建芳[1] 王雨田 FENG Zhu;LIANG Jianfang;WANG Yutian(School of Apparel and Art Design,Xi’an Polytechnic University,Xi’an 710048,China;Xi’an Qizhi Xuexiao,Xi’an 710068,China)

机构地区：[1]西安工程大学服装与艺术设计学院,陕西西安710048 [2]西安市启智学校,陕西西安710068

出　　处：《纺织高校基础科学学报》2021年第2期74-80,共7页Basic Sciences Journal of Textile Universities

基　　金：国家社会科学基金(20XSH019)。

摘　　要：针对因生活方式差异导致群体内服装可持续消费行为内部分化的问题,以90后消费群体为研究对象,采用调查问卷方法,通过因子分析和聚类分析,划分出保守传统型、夸示炫耀型、自信低调型和享受生活型等4类90后消费群体。通过卡方检验发现,不同消费群体在性别、学历、职业和收入上存在显著差异,并运用最优尺度法分析各类消费群体与人口因素及消费行为间的联系,为差异化引导90后消费群体进行服装可持续消费行为提出建议。In order to understand the internal differentiation of sustainable clothing consumption behaviors within the group due to differences in lifestyle,with the questionnaire adopted,factor analysis and cluster analysis made,the post-90s consumer group,the research object,was divided into conservative and traditional type,boasting and showing-off type,self-confident and low-profile type,and enjoying-life type.Through the chi-square test,it was found that there are significant differences in gender,educational background,occupation and income of different consumer groups,and the relationship among each consumer group and demographic factors and consumption behaviors was correspondingly analyzed using the optimal scale method.The relevant suggestions were put forward for the differentiated guidance of post-90s groups in sustainable clothing consumption.

关 键 词：90后 生活方式 群体细分 服装可持续消费行为 聚类分析 

分 类 号：TS941.12[轻工技术与工程—服装设计与工程]