摘要
为了清晰、全面地了解女大学生的文胸消费状况，本文采用问卷调查的方式，从文胸消费行为、设计元素和穿着体验3个方面对山东地区女大学生文胸消费状况进行了调研，并对调研结果进行了详细分析。结果表明：女大学生主要在街头个性小店及网店购买文胸，平均3～4个月购买一次，价格在20～49元左右，她们对商家的打折促销最感兴趣；大多数女生具有品牌意识但对品牌忠诚度不高，且在购买文胸时渴望试穿；她们对文胸的面料、款式、色彩、装饰以及功能性都有一定的要求，尤其是对文胸结构的合理性和面料质量等内在品质要求较高。
In order to know the bra consumption of university female students clearly and thoroughly, in this paper, as a case study of Jinan city, an investigation was conducted in shandong from three aspects including con-suming behaviors, design element and wearing experience of bra by means of questionnaire and interviews, and the results of investigation were analyzed deeply. The results show that the college girls buy their bra mainly in the in-dividual shops on streets and the online stores every 3~4 months at the price of RMB 20~49. They show high inter-ests in the discount sale of business. Most of the female students have brand awareness but their brand loyalty is not high, and they also hope to fit before buying a bra. They show some commands on fabric, style, color, ornament and function, especially higher on internal quality such as the rationality of pattern of bra and quality of fabric.
出处
《针织工业》
北大核心
2014年第2期62-65,共4页
Knitting Industries
关键词
文胸
女大学生
消费行为
设计元素
穿着体验
Bra
University Female Student
Consumption
Design Elements
Wearing Experience
作者简介
张技术（1980-），男，副教授，博士。主要从事服装设计与工程专业教学与科研工作。
