Research On Differences Of Clothing Consumption Culture On The Basis Of Five Major Cities In China

Clothing consumption behavior is an important part of the clothing consumption culture. It is influenced and constrained by clothing consumption values, and a manifestation of clothing consumption values. Analyzing the field investigation data of five representative cities can help intuitively understand the clothing consumption differences among these cities, providing effective references for marketing of clothing enterprises.This paper selects the clothing consumer behavior as the research direction, constructs the consumption culture system of two levels and clothing consumption behavior mode system of four levels, designs the questionnaire according to the system to explore the differences in each dimension of clothing consumption behavior mode of female consumers in each city. The specific research process is as follows:1) Studing related concepts and theories of clothing consumption culture to tease out the clothing consumption culture system of two levels.2) Constructing the clothing consumption behavior mode system of four levels on the basis of literature summarization and brainstorming, and confirming the system according to the interviews of4experts,and finishing the design of questionnaire.3) Conducting five-city investigation.This paper only discusses female consumers, and the whole is divided into six groups,taking age and income level as division standards.The three age ranges are16-24,25-34,35and above, with income level dividing into high level and low level. Thus, research objects in each city are divided into6groups with more than15people in each group.A total of461valid questionnaires are collected.4) SPSS20.0is used for data processing.And single factor variance analysis is used to get the mean, while LSD or Dunnett’s C method is adopted to test the significance at the significant level of0.05. Cross contingency table analysis is used to get the percentages of some dimensions. And by sorting and analyzing the mean or percentage of various dimensions, the research hypothesis is validated.5)On the basis of the Lewin model of behavior,namely, B=f (P, E), summarizing external environment differences of the five cities through literature review method.And according to the ranking of the five cities in each dimension of clothing consumption behavior mode, the influence of external environment is discussed.6) Discussing the marketing applications of clothing consumption behavior differences.