CAJ | 학술논문

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。
위료청석、전면지료해녀대학생적문흉소비상황，본문채용문권조사적방식，종문흉소비행위、설계원소화천착체험3개방면대산동지구녀대학생문흉소비상황진행료조연，병대조연결과진행료상세분석。결과표명：녀대학생주요재가두개성소점급망점구매문흉，평균3～4개월구매일차，개격재20～49원좌우，저문대상가적타절촉소최감흥취；대다수녀생구유품패의식단대품패충성도불고，차재구매문흉시갈망시천；저문대문흉적면료、관식、색채、장식이급공능성도유일정적요구，우기시대문흉결구적합이성화면료질량등내재품질요구교고。
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.