摘要随着网购的发展，电子商务市场的不断完善，未来线上低成本时代可能结束，即将迎来流量成本、人力成本、税收成本上升阶段，低毛利难以保障经营成本。就目前而言，高端消费已经开始呈现爆发式增长，各大高端服装B2C网站已经开始兴起并获得较好发展。因为高端服装品牌不仅有较高的毛利率，而且受众群体价格敏感性不高、具有一定的品牌忠诚度，所以高端品牌利于培养客户粘性，降低对流量成本的依赖。本文从调查高端女装消费者行为的角度，发现消费者对高端女装网购接受度、使用和意愿的程度和可能受影响的因素及原因。分析高端女装网购消费者消费倾向，总结出具有较大消费能力和消费潜力的群体的消费行为特征并给出相关建议。47409

 Abstract: With the rapidly development of online shopping and continues improve of e-commerce, low-cost era may be see the end in the nearly future. Besides, outflow cost, labor cost, and tax cost wil rise in the upcoming , low-margin must difficult to maintain the operating costs. For now, the consumer of high-end has begun to expolsive growth, major high-end apparel B2C websites already bulid and get better development. Because high-end apparel not only have a higher gorss margin but also lower in price sensitivity and the consumers loyally to the brand. It is conducive to cutivation of high-end brand customer stickness and reduce the dependence on outflow costs. This article based on the investigation of the consumer behavior of online shopping of hig-end women's apparel, in order to found that the acceptance ,the extent of use and willingness, and potentially affected factors of high-end women's apparel online shopping. Analysis the consume propensity of high-end online shopping, to sum up the consumer behavior characteristics of the most potentially consumer group and refer some suggestions.

毕业论文关键词： 高端女装；网购消费；消费行为；行为特征；影响因素：

Keyword: High-end women's Appare；Online Shopping；Consumer Behavior； Behavior Characteristice；Factor

目    录

1. 引言 3

1.1 研究背景和意义 3

1.2 研究内容 3

1.3 研究对象 3

1.4  研究方法 4

1.4.1  问卷调查法 4

1.4.2 数理统计法 4

1.4.3 文献资料法 4

2. 文献综述 4

2.1 高端女装消费现状报告 4

2.2 国内学者对服装消费者行为的研究 5

2.3 国外学者对服装网购消费者行为的研究 6

3. 高端女装介绍 6

3.1 概念与行业介绍 6

3.2 高端女装特征分析 7

4 高端女装网购消费者基本特征分析 8

4.1高端女装网购消费者年龄层次 8

4.2 高端女装网购消费者职业结构 8

4.3 高端女装网购消费者收入水平 9

4.4 高端女装网购消费者品牌忠诚度分析 10

5 高端女装网购消费者消费行为影响因素分析 10

5.1 消费者基本特征相关因素对高端女装网购消费行为的影响：