Consumer Behavior in Fashion-Ⅱ

N. Tarafder

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Consumer Behavior in Fashion-Ⅱ

机译：时尚消费者行为Ⅱ

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Consumer behavior in fashion may be discussed with reference to basic components of communication, including dress as a form of nonverbal communication. The objective is related to persuasion, which refers to an active attempt to change attitudes. Much fashion communication falls within the realm of personal communication, both verbal and nonverbal. Dress is one form of nonverbal communication that serves as back ground for other forms of communication. A key to understanding the dynamics of interactive marketing communication is to consider exactly what is meant by a response. Characteristics of the message itself help determine the impact on attitudes. The type of product often lends itself to a rational or an emotional appeal. Many fashion companies use a great deal of sex in their promotion. Two important characteristics that determine the effectiveness of a source are its attractiveness and credibility. A product related communication that directly yields a transaction is a first-order response.

机译：可以参考通信的基本组成部分讨论时尚消费者行为，包括作为非语言通信形式的着装。目的与说服有关，说服是指积极改变态度。无论是言语还是非言语，许多时尚交流都属于个人交流的范畴。着装是非语言交流的一种形式，可作为其他形式交流的背景。理解交互式营销传播动态的关键是准确考虑响应的含义。信息本身的特征有助于确定对态度的影响。产品的类型通常使其具有理性或情感上的吸引力。许多时装公司在宣传中都使用了大量的性爱方法。决定来源有效性的两个重要特征是其吸引力和可信度。直接产生交易的与产品相关的通信是一阶响应。

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《Man-Made Textiles in India》 |2015年第11期|422-426|共5页
作者
N. Tarafder;
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Hooghly Engineering and Technology College, Hooghly;

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机译：欧洲和北美住宿业与全球品牌关系中的消费者行为分析摘要：世界正在快速变化，更多与全球化相关的概念出现。例如，全球营销就意味着在更广泛的层面上了解消费者行为及其潜在变化的压力越来越大。如今，研究必须揭示和理解某些问题，例如某些国家的客户在其他国家的情况是否相同和不同;他们如何积极回应特定品牌，而不是伞形品牌;他们如何看待质量以及如何花费他们的可用资源（时间，金钱，努力），给出当前的经济状况。由于本文涵盖了基于住宿业跨国公司的案例研究，我们将进一步探讨与所考察的全球品牌的感知形象和购买模式相关的某些消费者行为维度。

Consumer Behavior in Fashion-Ⅱ

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