摘要:随着现在年轻群体对服装的追求越来越个性化，LOLITA文化也慢慢进入到现代消费者的生活中来，它以一种独特的设计风格吸引着现代消费者的眼球，但是许多消费者在购买洋装的时候都表现得非常犹豫。本文将通过结构方程模型来找出影响消费购买国内LOLITA洋装品牌Flowercoming的相关因素。首先做出概念模型和假设，给出理论上影响购买行为的因素，以及各因素对购买可能性与影响因素之间的相互关系，然后设计调查问卷并进行发放和有效回收，将得来的数据运用结构方程模型、数学公式和软件进行计算然后得出结论，验证自己事先提出的假设是否合理正确，最终结果说明消费者对服装本身的风险感知会影响消费者的消费行为，对洋装设计风格和店铺漂亮装修的喜爱会促进消费者产生购买意愿，但是设计风格和店铺装潢本身对消费者风险感知本身没有太大的影响。最后通过这样的结论再根据现在市场的情况分别针对顾客风险感知、洋装设计风格、店铺装潢和销售环境几个方面提出改善建议。

关键词：消费者行为 女装市场 购买因素 结构方程模型

ABSTRACT:Now with the young group of clothing in the pursuit of more and more personalized， LOLITA culture also slowly into the modern consumer life， it attracts modern consumers eye in a unique design style， but consumers in the purchase of dress in general are very hesitant. This will be through structural equation model to find the factors affecting consumer purchase of domestic LOLITA dress brand Flowercoming. First make a concept model and hypothesis， and given a theoretical buying behavior of influence factors， and the interrelationship between the factors on the possibility of buying and influence factors， and then design a questionnaire and were issued and effective recovery， will come the data using structural equation model， the mathematical formula and the software to calculate and draw the conclusion， verification of their advance the hypothesis is reasonable and correct， the final results show that consumers' perceived risk in the clothing itself will affect the consumption behavior of consumers， the dress design style and beautiful shop decoration love will promote consumers' purchase intention， but the design style and shop decoration itself does not have too big effect to itself the consumer perceived risk. Finally， the conclusion according to the present market situation according to the customer perceived risk， dress style design， shop decoration and environment aspects and put forward the improvement suggestions.

Key words: Consumer behavior；women's market；purchase factors；structural equation model