摘要随着经济地不断发展，人民的生活水平不断改善，消费者的消费能力也不断提升。消费者对于服装的需求不仅停留在“遮羞”这一功能，越来越多的中高收入人群选择追求精神与物质生活的和谐，更青睐品质和时尚的高档服装。同时，电子商务的兴起，在时间和空间上改变了消费者的消费行为，开创了新的商业模式。 网购已经成为现代人们生活中重要的一部分。服装网购销售额逐年增长，高档服装行业纷纷利用试水电子商务，通过电子商务平台购买高档女装开始流行，成为高档服装企业增长利润的新手段。61314

   高档服装企业如何更好了解消费者的心理与行为成为其在激烈的网络购物竞争中脱颖而出的关键。本文通过对消费者行为的分析，结合中国高档服装消费者的特点，以SOR模型、科特勒的购买行为模式为基础，建立高档女装网购消费行为的模型，研究消费行为的影响因素，帮助高档服装企业有针对性地开展电子商务活动。

Abstract：As the economy continues to develop, people's living standards continue to improve, consumer spending is also rising. Consumer demand for clothing is not only stuck in the "modesty" of this feature, a growing number of high-income groups choose to pursue spiritual and material life of harmony, prefer quality and stylish high-end clothing. Meanwhile, the emergence of electronic commerce, in time and space has changed consumer behavior, creating a new business model. Online shopping has become a modern an important part of people's lives. Clothing online shopping sales growth year after year, high-end clothing industry have used to test the waters of e-commerce, e-commerce platform through the purchase of high-end women became popular, become a new means of high-end clothing business profitable growth.

   High-end clothing enterprises to better understand the psychology and behavior of consumers has become the key in the fierce competition to stand out online shopping. Based on the analysis of consumer behavior, combined with the characteristics of Chinese consumers high-end clothing to SOR model, network model established haute couture shopping consumer behavior, factors that influence consumer behavior research, to help high-end clothing enterprises to carry out targeted electronic business activities.

毕业论文关键词：高档服装； 消费者行为 ；影响因素

Keyword: High-grade clothing；Consumer behavior ；Influence Factors 

  目    录

1.引言 4       

1.1研究背景及意义 4

1.2研究内容与方法 4

1.3本文创新点 4

1.4基本思路 5

2.文献综述 6

2.1高档服装的相关定义 6

2.2消费者行为理论以及影响因素研究 6

2.2.1消费者行为 6

2.2.2消费者行为模式 7

2.3 影响高档服装购买行为因素研究 8

2.3.1 国外学者对高档服装消费行为影响因素的研究 9

2.3.2 国内学者对高档服装消费行为影响因素的研究 9

2.4 影响网络购买行为因素研究 9

2.4.1 国外学者对网络购买行为影响因素的研究 9

2.4.2 国内学者对网络购买行为影响因素的研究