The Relativity Research Of Clothing Shopping Environment And Consumption Emotion

With the development of the living standard of the people, the intensifying clothing market competition, and the changes in conception of customers, consumption demands change from the "quantity of consumption" and "quality of consumption" to the times of "emotional consumption". Therefore this paper combs out the connections between the elements of clothing shopping environment and the consumption emotions of customers and puts forward the idea of relation model between them, combining with the characters of clothing industry.Through empirical research, this paper gets the core elements system of clothing shopping environment that shows there are 5 main factors affecting consumption emotions which are the shopping atmosphere, the basic conditions of service, brand image, sales of visual communication tools and assistant supporting facilities.The differences of influences in clothing shopping environment compared between the different clothing categories and population accounting from different attributes are discussed. Through correlation and regression analysis, I get three conclusions that the shopping environment elements related with positive emotions and negative emotions, the regression equation, and the contribution and weight of consumption emotions influenced by shopping environment elements. and thus make the shopping environment and consumer emotional relationship model was modified. So I modify the system of clothing shopping environment and consumption emotions.