The Research On Kansei Evaluation And Consumption Behavior Of T-shirt

T-shirt has been a kind of clothing classification for more than a hundred years. As the biggest global clothing variety, it has a huge market value, with abundant cultural connotation. Following with the time of perceptual time, people hope that T-shirt should not only meet the physical need but also meet mental demand. So both of the design and marketing of T-shirt should be on the base of perceptual demand of consumers , combining fully with the function, culture, and art. And there will be the products people like.On the perspective of the development and culture research of T-shirt, cutting in subjective evaluation of clothing, and on the base of the theory of consumption behavior and perceptual engineering , with the help of questionnaire, the article analyses people's kansei evaluation on the appearance of different kinds of T-shirts. At the same time, the article also analyses young T-shirt consumers' consumption behavior characteristics and the consumption behavior differences among different group of people .The main creative points in the articles are:1. redefining the concept of T-shirt and discussing the power of the popularity of T-shirt, putting forward the opinion of popularity value of T-shirt2. presenting the research method of kansei engineering, analyzing and perceptually evaluating the appearance of T-shirt, in order to find out the correspondent relationship between styles and perception3. analyzing the hobbies and consumption behaviors of consumers and putting forwardfeasible suggestionsThe significance of the paper is to reinforce and improve the items about T-shirt culture and subjective evaluation, in order to meet the perceptual demand of present consumers, to expand the design of T-shirt, the evaluation methods and thinking, to grasp the habits of consumers while they are buying T-shirts and to offer a reference for rational development of T-shirt industry.