拥挤度对女性消费者的影响分析——以温州为例

鉴于目前国内对拥挤度的研究多从环境承载力角度出发,很少与消费者的消费特别是女性消费者的消费联系起来,故以温州女性消费者为调查研究对象,探讨拥挤度对女性消费的影响。内容包括:分析拥挤度的实际表现及不同年均消费支出层之间拥挤度表现的差异,探究在采购任务紧急和不紧急情况下拥挤度对女性消费者消费行为的影响,并就女性消费者对拥挤度的承受底线以及为了规避拥挤愿意支付的对价,进行了分析。在此基础上,结合调研结论对商家提出了两点改善拥挤度的建议。

Analysis on influence of crowding degree on female consumers: a case study of Wenzhou

Nowadays,the domestic study of crowding degree is mostly based on the perspective of environmental carrying capacity,rather than linking with the research on female consumer consumption.Thus,taking the female consumers in Wenzhou as the sample,we analyze the influence of crowding degree on the female consumption in three aspects,the real behavior of crowding degree and the differentiation of crowding degree among female consumers with different annual average consumption level,the influence of crowding degree on female consumer behavior when the procurement is under emergency or non-emergency condition,the female consumers’ tolerant bottom line on crowding degree and their consideration on willingness to pay in order to avoid congestion.Two improvement suggestions are given for businesses based on the research findings to provide the real basis for businesses effective marketing.