CAJ | 학술논문

目前国内对服装消费者行为的研究主要是针对不特定群体，即广义上的消费者；而针对大学生着装行为的研究则较侧重于其着装风格本身或特定场合下的着装；将大学生着装倾向与其消费行为相联系的研究则并不多见。本调查主要以北京地区的大学生为研究对象，通过分析比对该群体的着装倾向与购买消费行为，得出如下结论：北京地区大学生的着装倾向与购买行为因性别差异而呈现出男女迥异的特色，并且其着装信息和购买来源受网络影响明显，值得以大学生为对象的服装市场参考。
목전국내대복장소비자행위적연구주요시침대불특정군체，즉엄의상적소비자；이침대대학생착장행위적연구칙교측중우기착장풍격본신혹특정장합하적착장；장대학생착장경향여기소비행위상련계적연구칙병불다견。본조사주요이북경지구적대학생위연구대상，통과분석비대해군체적착장경향여구매소비행위，득출여하결론：북경지구대학생적착장경향여구매행위인성별차이이정현출남녀형이적특색，병차기착장신식화구매래원수망락영향명현，치득이대학생위대상적복장시장삼고。
Currently, most domestic researches on apparel customer behavior are focusing on customers in general, rather than on any specific group. Meanwhile, researches on college students’ dressing behavior mainly concern their style or dressing TPO. Researches on college students’ dressing tendency and their consuming behavior are rare. This survey was made on college students’ dressing tendency and their consuming behavior in Beijing. The conclusion arrived at was that dressing tendency and consuming behavior were very different between the male and female genders, and internet played an important role in their purchasing preferences.