摘要
运用ZMET技术对服装消费群体进行分析,建构基于消费者心理的共识心智模型图,以便用于后期的服装陈列设计。前期需要对调研对象进行筛选,必须是关注服装陈列的高涉入度人群才适合进行ZMET分析。采用个人涉入量表和消费意愿量表作为参考进行调研设置,用来衡量消费者关注服装陈列展示的涉入程度,以对服装陈列消费者心理进行涉入量的测度分析。
The paper uses ZMET technology to analyze the clothing consumer group, construct a consensus mental model map based on consumer psychology, so as to be used in the later fashion display design. In the early stage, the research object needs to be screened. Only high-involvement groups are suitable for ZMET analysis. The individual involvement scale and consumption will scale as a reference for research settings, to measure the degree of involvement of consumers concerned about clothing display, in order to conduct measurement analysis of clothing display consumer.
引文
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(1)图表来源:作者自制.