快时尚服饰产品对非理性消费行为的影响

摘要

探讨了快时尚服饰的产品属性对消费者非理性消费行为的影响,运用回归模型建立了产品属性、消费心理、非理性消费行为的解释模型;设计出相关测量量表,通过调查问卷进行调研;根据数据分析结果对回归模型进行验证,得出快时尚服饰产品对非理性消费行为的影响方式.%The paper discusses the influence of fast fashion apparel's product attributes on consumers'irrational consumption behaviors,uses regression models to establish the product model,consumer psychology,and irrational consumer behavior interpretation models,designs relevant measurement scales,and conducts surveys through questionnaires.Finally,according to the data analysis,the regression model was verified,and the impact of fast fashion apparel products on irrational consumer behavior was obtained.