Modeling Study Of Young Men's Clothing Consumption Psychology And Consumption Behaviors

It is particularly important for Modern apparel enterprises to obtain market information of apparel consumers. In order to get accurate market information, it is need to have a clear understanding of consumer psychology(CP) and consumer behavior(CB). Structural equation modeling is a new type of model prediction and evaluation statistical methods risen in recent years. Because of its unique advantages, it is widely used in marketing prediction and the psychological field. In this paper, structural equation model was introduced to apparel CP and CB in modeling research.As a special kind of clothing consumption group, youth's CP and CB often represent the trend of contemporary apparel and consumer-oriented, so it is practical significant to do deep research on their CP and CB.The main content and the corresponding conclusions of this paper list as following:1,According to the theory of CP and CB and the true status of apparel consumption, the author designed and optimized apparel CP and CB scales, and then reliability and validity test were done to the questionnaire items.2,The factors of the attitude factor of CP and motivation factor of CB were extracted by exploratory factor analysis methods, and then verified the extracting factors by analysis methods of the confirmatory factor of the structural equation.3,Through structural equation modeling theory and research methods, attitude factors of CP and motivate factor of CB fact were selected to do the full modeling study of the relationship between clothing CP and CB,to analysis the impact of apparel CP on CB. First of all, model assumptions were built, then SPSS was used for inspection and LISREL was applied for the model analysis on the structural equation. By comparison of the three competitive models, the results of the analysis of the full model were got finally.The model of the clothing CP and CB created in this paper, will provide reference for the subsequent studying in clothing CP and CB, and could also provide valuable reference for production innovation of garment and marketing decision for domestic fashion industry.