【正文】 d merchandising strategies for retailers are provided. Originality/value – Few studies have examined college students’ specific brand/product preferences even though information about these consumer preferences can be directly and practically utilized by apparel retailers for their merchandise planning. There is also a lack of studies that examined college students’ clothing behavior based on their major. With the increasing importance of brand as a marketing tool, this information is important to academic researchers and retailers. Keywords :Segmentation, Apparel, Shopping, Brands, Product, Preferences Paper type: Research paper Shopping orientations of college students Although narrow in the definition of shopping orientation (. utilitarian, hedonic, posite – both utilitarian and hedonic), three studies were identified that examined the apparel shopping orientations of college students. In a study of apparel shopping, Carpenter and Fairhurst (2021) found that the utilitarian benefit (. finding exactly what a consumer wanted in a shopping trip) and hedonic benefit (. Feeling excitement from purchase experience) both have positive relationships with consumer satisfaction, store loyalty, and willingness to spread wordofmouth. Regarding the online apparel shopping environment, Seock and Bailey (2021) identified the following seven shopping orientation constructs for college students: shopping enjoyment,brand/fashion consciousness, price consciousness, shopping confidence, convenience/timeconsciousness, inhome shopping tendency, and brand/store loyalty. In the third college student study, Park and Sullivan (2021) examined shopping orientation and repatronage behavior (. brand loyalty) of college students. They identified the following three clusters based on shopping orientation: utilitarian benefit group, hedonic benefit group, and posite benefit group. The hedonic benefit group considered aesthetic attributes (. design, style, pattern, color) more important than the utilitarian benefit group and the posite benefit group. In addition, the hedonic group had a higher brand repurchase intention than the other two groups. With limited demographic information and a focus primarily on shopping orientation segmentation, these studies did examine brand loyalty of college students。費(fèi)瑟斯通 .消費(fèi)文化與后現(xiàn)代主義 [M].劉精明，譯 .南京：南京譯 林出版社， 2021. [25][法 ]波德里亞 ， 消費(fèi)社會(huì) [M]， 劉成富 ， 全志鋼 ， 譯 .南京：南京大學(xué)出版社， 2021. [26]尹世杰 .消費(fèi)經(jīng) 濟(jì)學(xué) [M].北京：高等教育出版社， 2021. [27]楊傳忠 .當(dāng)代大學(xué)生消費(fèi)觀研究 [D].大連：大連理工大學(xué)， 2021. [28]鄭愛龍 .大學(xué)生消費(fèi)現(xiàn)狀審視與致因探析 [J].滁州學(xué)院學(xué)報(bào)， 2021， 10（ 6） . [29]吳素雙 .消費(fèi)社會(huì)下當(dāng)代大學(xué)生消費(fèi)觀的思考 [J].科教導(dǎo)刊（上旬刊）， 2021，（ 5） . [30]Youngjin Bahng Doris H. Kincade Jungha (Jennifer) students’ apparel shopping orientation and brand/product preferences[J].Journal of Fashion Marketing and Management: An International Journal， 2021： 367384. [31]Craig A. Martin Alan J. role models influence teenagers’ purchase intentions and behavior?[J].Journal of Consumer Marketing， 2021： 441453. [32]James U. McNeal ChyonHwa of consumer behavior patterns among Chinese children[J].Journal of Consumer Marketing， 1997： 4559. 文獻(xiàn)綜述指導(dǎo)教師評(píng)語(yǔ) 指導(dǎo)教師評(píng)語(yǔ)： 指導(dǎo)教師簽名： 年 月 日 文獻(xiàn)綜述建議成績(jī)（ 0－ 8 分）： 題目 Ⅰ ： 英文名： College students’ apparel shopping orientation and brand/product preferences 中文名 :大學(xué)生 對(duì) 服裝 的 購(gòu)物取向與 產(chǎn)品 品牌偏好 來(lái) 源： Journal of Fashion Marketing and Management: An International Journal 英文資料原件 College students’ apparel shopping orientation and brand/product preferences Youngjin Bahng International Merchandising, Apparel Product Design and Merchandising Program, Department of Family and Consumer Sciences, University of Hawaii at Manoa, Honolulu, Hawaii, USA Doris H. Kincade Apparel PD and Merchandising, Department of Apparel, Housing, and Resource Management, Virginia Tech, Blacksburg, Virginia, USA, and Jungha (Jennifer) Yang Fashion Merchandising Program, Brown School of Business and Leadership, Stevenson University, Owings Mills, Maryland, USA Abstract Purpose – The purpose of this study is to provide detailed information about the shopping behaviors and brand/product preferences of college students. To acplish this purpose the following objectives were proposed: to identify college student segments’ underlying clothing shopping orientations。再如俞海山在《可持續(xù)消費(fèi)模式論》指出人口、政府、企業(yè)、消費(fèi)者等與可持續(xù)消費(fèi)的各種關(guān)聯(lián)，系統(tǒng)地論述了可持續(xù)消費(fèi)觀。如楊傳忠根據(jù)大學(xué)生的消費(fèi)支出現(xiàn)狀和消費(fèi)特點(diǎn)，提出引導(dǎo)大學(xué)生正確消費(fèi)應(yīng)該：加強(qiáng)思想教育樹立正確的消費(fèi)觀；建立以學(xué)習(xí)為中心的消費(fèi)理念；構(gòu)建科學(xué)的消費(fèi)結(jié)構(gòu)和合理的消費(fèi)方式；規(guī)范消費(fèi)支出倡導(dǎo)勤工助學(xué)。而肖明、柯惠新在《從抽樣調(diào)查結(jié)果看京、滬、穗、深青年的消費(fèi)觀》中對(duì)不同地區(qū)不同層次的青年消費(fèi)支出問(wèn)題形成因素進(jìn)行研究，指出了青年消費(fèi)支出出現(xiàn)的問(wèn)題是由多方面因素引起的 ② 。如吳素雙認(rèn)為對(duì)大學(xué)生消費(fèi)支出問(wèn)題產(chǎn)生的原因，主要分為：社會(huì)原因、家庭原 ① 尹世杰 .消費(fèi)經(jīng)濟(jì)學(xué) [M].北京：高等教育出版社， 2021. ② 刁姝杰、馬小偉 .中國(guó)社會(huì)消費(fèi)觀的演進(jìn)與解讀 [J].現(xiàn)代 商業(yè) ， 2021.（ 02） :271276 ③ 鄭愛龍 .大學(xué)生消費(fèi)現(xiàn)狀審視與致因探析 [J].滁州學(xué)院學(xué)報(bào)， 2021， 10（ 6） . ④ 茶利強(qiáng)、楊學(xué)、王璽 .80、 90后大學(xué)生消費(fèi)觀研究現(xiàn)狀 [J].科教導(dǎo)刊， 2021，（ 10） ⑤ 張志祥 .當(dāng)代大學(xué)生消費(fèi)的特征及趨勢(shì) [J].中國(guó)青年研究， 2021.（ 05） :3341. 因、傳媒原因 ① 。再如張志祥認(rèn)為當(dāng)代大學(xué)生的消費(fèi)支出具有個(gè)性化、實(shí)用化、時(shí)尚化、多樣化的特點(diǎn)，模仿性消費(fèi)日趨明顯 ⑤ 。如茶利強(qiáng)，楊學(xué)，王璽等學(xué)者通過(guò)對(duì)大學(xué)生消費(fèi)現(xiàn)狀及特點(diǎn)的分析，探索出大學(xué)生在消費(fèi)支出中出現(xiàn)的一些問(wèn)題：消費(fèi)結(jié)構(gòu)不合理、消費(fèi)兩極分化較大、消費(fèi)心理不健全、理財(cái)能力差等 ④ 。并且他指出科學(xué)的消費(fèi)觀有助于人們?cè)谙M(fèi)活動(dòng)中做出正確選擇；有助于大學(xué)生健 康成長(zhǎng)；有助于整個(gè)社會(huì)良性發(fā)展等 ③ 。同時(shí)，他們解析了主流“崇儉”思想和“崇奢”思潮碰撞和融合的背景及其影響，在此基礎(chǔ)上分析了中國(guó)在全球化背景下面臨的消費(fèi)主義，為建立可持續(xù)發(fā)展的消費(fèi)觀提供思考 ② 。又如刁姝杰和馬小偉以時(shí)間為線索，對(duì)中國(guó)社會(huì)消費(fèi)觀念進(jìn)行縱向梳理，指出消費(fèi)觀念根 植在社會(huì)價(jià)值觀的土壤之中，是各種具體消費(fèi)行為傾向和態(tài)度的終極狀態(tài)。如尹世杰認(rèn)為消費(fèi)包括生產(chǎn)消費(fèi)和生活消費(fèi)兩個(gè)方面，生產(chǎn)消費(fèi)是通過(guò)消耗生產(chǎn)資料再生產(chǎn)出新產(chǎn)品的過(guò)程，它直接與生產(chǎn)合二為一的；而生活消費(fèi)是人們每天消費(fèi)已生產(chǎn)出的消費(fèi)資料來(lái)滿足自己物質(zhì)文化需要的消費(fèi)行為，它則是直接與勞動(dòng)力再生產(chǎn)相聯(lián)系。其中，此類文獻(xiàn)主