高级男装网购心理与行为分析

摘要随着高级时装的普及，以巴黎、米兰、伦敦以及纽约为首的四大国际时装周以一年两季的速度，不断刷新着属于繁复衣料的历史。加之人们的生活质量不断提高，人们的审美品位也相应有所提升。“今天穿什么”成为当今普罗大众更愿意花心思去考量的一个议题。制作精良的设计师品牌衣物，不仅可以彰显与众不同的品味，更是一个人购买力的象征。然而，随着国际贸易、国际物流以及电子商务的不断发展，许多人纷纷开始选择在时装购物网站上订购高级时装。投眼于国内，随手打开淘宝网等其他电子商务平台，总有一个页面是属于设计师品牌的。与此同时，越来越多的设计师成立自己的品牌，前赴后继地分享时装这杯羹。参加时装周的明星逐渐增多，其带来的明星效应是越来越多的大众开始关注时装周，人们根据当下的流行元素为自己添置衣物。在百度中搜索时装，出现8,900,000个网页搜索结果、126000张百度图片。随着男性消费群体的增加，以及新一代男性消费者观念的变化，曾经被忽视的男性消费市场如今正逐渐受到时装产业的关注，许多品牌商已开始转变观念，将目光投向充满潜力的男性市场。如今男性消费者购买时装越来越频繁，而他们有很强的购买力。同样，不乏有许多女性消费者会给身边的男性朋友购买高级时装作为赠礼。在针对这一趋势，了解男性对于高级时装的消费心理并对其行为进行分析是非常有必要的。本文将对男性高级时装的消费心理和行为做相关的研究。75143

毕业论文关键词：高级时装，消费者，购买力，品牌

Abstract With the popularity of high fashion, headed by Paris, milan, London and New York four big international fashion week, at the rate of two seasons a year constantly refreshed with belong to the history of heavy and complicated material。 Combined with the quality of people's lives improve, people's aesthetic taste also improved accordingly。 \"What to wear today\" as today's people are more willing to pay attention to consider an issue。 Well-made designer clothes, can not only reveal a distinctive taste, but also the symbol of a people purchasing power。 However, as the international trade, international logistics and the continuous development of e-commerce, many people began to choose in order of haute couture fashion shopping website。 Cast eyes on domestic, with open taobao and other e-commerce platform, there is always a page belongs to the designer。 At the same time, more and more designers to set up their own brands, devoted to share fashion this cup。 In the star of the fashion week, its star effect is more and more public begin to pay close attention to fashion week, people according to the present popular element to the wardrobe for themselves。 In baidu search in fashion, 8900000, 126000, baidu web search results。 With the increase of male consumer groups, as well as the change of the concept of a new generation of male consumers, has neglected the male consumer market today is increasingly attracting the attention of fashion industry, many brands have begun to change the idea, to look at male market full of potential。 Now male consumers buy fashion is more and more frequent, and they have very strong purchasing power。 Also, many women consumers will give male friends buy high fashion as a gift。 In this trend, understand men for high fashion consumption psychology and the behavior analysis is necessary。

Keywords:High fashion, consumer purchasing power, brand

摘要 I

一、引言 7

二、调查问卷及结果分析 3

（一）高级时装网络消费者问卷调查高级男装网购心理与行为分析:http://www.youerw.com/guanli/lunwen_85976.html