心理学视域下的服装消费行为  

Clothing Consumption Behavior from Psychological Perspective

作　　者：贾永欢 罗冰[1] JIA Yonghuan;LUO Bing(School of Arts&Sciences,Beijing Institute of Fashion Technology,Beijing 100029,China)

机构地区：[1]北京服装学院文理学院,北京100029

出　　处：《西部皮革》2023年第19期137-139,共3页West Leather

摘　　要：心理学视域下的服装消费行为研究涉及广泛,包括了个体特质、情绪、自我概念、认知、文化等因素对消费决策的影响。个体特质如自尊、社交焦虑等是影响购买意愿和方式的重要因素;情绪状态则会对消费意愿和选择产生直接的影响,如高兴时更容易做出冲动的消费决策;自我概念指个体对自身角色、身份和价值的认同,在购买过程中影响着消费者如何解释和评价服装;认知方面则关注个体知觉和认识到的信息,如价格、品牌、材质等在购物决策中扮演重要角色;文化则是影响个体价值观和消费习惯的根本性因素。综合上述因素,心理学视域下的服装消费行为研究能够帮助企业更加深入地理解消费者需求和行为,为企业提供更有效的市场策略和产品设计。The research on clothing consumption behavior from the perspective of psychology involves a wide range of factors,including individual traits,emotions,self-concept,cognition,culture and other factors that affect consumption decision-making.Individual characteristics,such as self-esteem and social anxiety,are important factors that affect the purchase intention and way.Emotional state will have a direct impact on consumption intention and choice,for example,it is easier to make impulsive consumption decisions when happy.Self-concept refers to an individual's recognition of their own role,identity and value,which affects how consumers interpret and evaluate clothing in the purchasing process.Cognitive aspects focus on individual perception and perceived information,such as price,brand,material,etc.,play an important role in shopping decisions.Culture is the fundamental factor that affects individual values and consumption habits.In view of the above factors,the research on clothing consumption behavior from the perspective of psychology can help enterprises to have a deeper understanding of consumer demand and behavior,and provide enterprises with more effective market strategies and product design.

关 键 词：心理学 服装 消费 市场策略 

分 类 号：F713.35[经济管理—产业经济] TS941[轻工技术与工程—服装设计与工程]