A Study On The Influence Of Life Style On Chinese Clothing Consumer Behavior

In the way of life, consumer behavior and consumer attitudes relevant literatures on the studyof the Chinese style clothing, combined with the characteristics of their own short, constructs amodel for the impact of lifestyle on Chinese clothing consumer behavior, On the basis of previousstudies, according to the consumer interviews and expert interviews, defines the definition ofChinese clothing, and the formation of consumer life style scale and consumer attitude scale. Usingthe method of questionnaire survey to obtain consumer lifestyle, consumer behavior and attitudedata of Chinese clothing, the use of survey data analysis software SPSS, obtained the followingconclusions:(1) general consumers of Chinese clothing more interested in, at the time of purchase is moreconcerned about the quality of the fabrics, styles and traditional handicrafts, most will choose towear Chinese costume at the wedding, banquet, in addition to personal favorite Chinese clothingconsumers will choose to wear in daily life. Main reason for not buying Chinese style clothing isnot suitable occasion and not suitable for Chinese clothing style, brand awareness is not strong.(2) the factor analysis is carried through to the life style, and extract the "family business","fashionable" and "preference tradition" and "ease conservative" and "price sensitive" five factors,based on cluster analysis, consumers can be classified as "the pursuit of value comfort type","theimportance of the family self type","prefer to traditional steady","rational conservative familytype","lack of interest in the doctrine of the mean" five types. Various types of consumers in theChinese style clothing purchase reason, information sources and ways of obtaining, occasion, etc.there are significant differences.(3)Various types of consumers there are significant differences in attitudes of Chineseclothing,"the pursuit of value comfort faction" this kind of consumers to purchase the most activeChinese clothing,"the importance of the family self type" and "a preference for the traditional steady" of these two types of consumers of Chinese clothing strong feelings, but "a preference forthe traditional stability heavy duty" this type of people buying behavior is more positive, only the"lack of interest in the moderates" this kind of Chinese style clothing is the most negative consumerattitudes.