時尚消費心理分析－以新消費者的需求爲例

Fashion Consumer Psychology Analysis-Take New Consumer's Need for Example

林勤敏(Chin-Min Lin)

《明道通識論叢》 6期 (2009/05) Pp. 215-229

https://doi.org/10.6954/MJGE.200905.0215

摘要

近年來，新消費者族群已儼然出現，他們的消費態度是注重個人、獨立自主、喜歡參與，而且具有豐富的消費知識；他們的經濟能力和影響力，將主導未來時尚消費市場的發展。因此，本文首先說明新消費者的興起及其特徵，其次探討新消費者的心理特質及其消費傾向，繼之分析新消費者的心理需求及情感需求，進而探討滿足新消費者需求的行銷策略，以期能夠在新經濟的消費市場中獲致成功。

關鍵字

時尚消費心理 ； 新消費者 ； 心理需求 ； 情感需求

並列摘要

In the recent years, new consumers' races are really apparent. Their phase of consumption is place on personal, independent, tending to participate, and having rich consumptive knowledge. Their economic ability and effectiveness will be the guideline of the consumption marketing development. For this reason, in this literature, we will first explain the outgrowths and characteristics of new consumers. Secondly, we will investigate the soul and consumption tendency of new consumers. Third, we also analyze the psychological and affective needs of new consumers. Finally, we will study the marketing strategies of satisfying new consumers' needs so that can achieve success in the consumptive markets of new economics.

並列關鍵字

Fashion Consumer Psychology ； New Consumer ； Psychology Need Feeling Need