The Research On Consumer Behavior Of Sports Leisure Dress In New-mart

Non-rationality consumer behavior would reduce the Consumer Happiness Index, affect individual's mental health, and bring adverse impact on individual's work and life. Along the logic of"the identification of Non-rationality consumer behavior-the mechanism of Non-rationality consumer behavior-the governance of Non-rationality consumer behavior", this paper taking consumers of New Mart sports leisure wearing in Fuxin as an example, combining of literature survey and opening interviews, screening out the key factors of non-rationality consumer behavior. Using simple random sampling for obtaining samples, SPSS15.0 and AMOS7.0 for processing data, we get three conclusions.⑴Identify the non-rationality consumer behavior. Non-rationality consumer behavior is a decision-making behavior that didn't achieve consumer's own utility maximization under the influence of environment and mental factors.⑵Construct the factors model of non-rationality consumer behavior. Revenue structure, product awareness, group induction and advertisement are the key factors of non-rationality consumer behavior.⑶Propose measures for non-rationality consumer behavior. Through leading the consumer from the Irrational to rational, New Mart would promote the Consumer Happiness Index and the Competitive of the company.