影响消费者购买莫兰迪色彩家居服因素分析  

Factors Influencing Consumers to Buy Morandi Color Home Wear

作　　者：胡月 刘博雅 王小雷 Hu Yue;Liu Boya;Wang Xiaolei(School of Fashion,Wuhan Textile University,Wuhan,Hubei 430073,China)

机构地区：[1]武汉纺织大学服装学院,湖北武汉430073

出　　处：《天津纺织科技》2024年第4期13-17,共5页Tianjin Textile Science & Technology

摘　　要：莫兰迪色彩作为当下的流行色,众多品牌使用这种低纯度、低饱和度的色彩进行产品设计。文章探究消费者购买莫兰迪色彩家居服的影响因素,通过文献研究法和问卷调查,了解消费者对莫兰迪色彩家居服的态度,从莫兰迪色彩家居服的有用性、易用性、社会影响3方面进行调查,并使用SPSS软件对问卷数据进行分析。结果表明:莫兰迪色彩家居服在消费者中具有一定普及度,超过半数的消费者购买过莫兰迪色彩家居服;莫兰迪色彩家居服具有很高的实用功能,在满足日常生活需求的同时还能够提高生活品质;消费者购买莫兰迪色彩家居服与社交媒体宣传的相关性最大。Morandi color is the current popular color,and many brands use this low-purity,low-saturation color for product design.This paper explores the influencing factors of consumers buying Morandi color home wear.Through the literature research method and questionnaire survey method,understand consumers' attitudes towards Morandi color loungewear,investigate the usefulness,ease of use,social impact of Morandi color loungewear,and use SPSS software to analyze the questionnaire data.The results show that the Morandi color loungewear has a certain popularity among consumers,and more than half of consumers have purchased Morandi color loungewear.Morandi color loungewear has a high level of practicality,meeting the needs of daily life while improving the quality of life.Consumers' purchases of Morandi color loungewear are the most relevant to media promotion.

关 键 词：莫兰迪色彩 家居服 服装色彩 消费者购买意愿 影响因素 

分 类 号：TS941.2[轻工技术与工程—服装设计与工程]