可持续视阈下服装情感消费模型构建与实证研究

Model construction and empirical research of clothing emotional consumption from the sustainable perspective

针对国内闲置旧衣的浪费问题,立足于可持续消费视角,分析消费者对服装的情感黏性与消费者服装持续穿着行为之间的关系。首先,在情感消费理论研究基础上,提出6个维度、36个测量指标的服装情感消费刺激变量指标体系;其次,利用S-O-R理论,构建情感消费刺激变量、消费者情感黏性与消费者服装持续穿着行为的关系模型并根据模型提出研究假设。在此基础上,利用实证研究方法,验证刺激变量对情感黏性以及情感黏性对消费者服装持续穿着行为的显著正向影响作用;最后,提出发展情感消费的针对性建议与对策,建议消费者注重培养独特的服装审美、流行意识及品牌观念,同时积极采取线上线下相结合的购物方式。

In view of the waste of old clothes in China,based on the perspective of sustainable consumption,the relationship between consumers′emotional stickiness to clothing and consumers′continuous wearing behavior was explored.First of all,on the basis of related theoretical research,a variable indicator system of clothing emotional consumption stimulus was proposed,which includes 6 dimensions and 36 measurement indicators.Then,according to the S-O-R theory,a model of the relationship between emotional consumption stimulus variables,consumer emotional stickiness and consumer clothing continuous wearing behavior was constructed,and related hypotheses were put forward.On the basis,through empirical research methods,the significant positive effects of stimulus variables on emotional stickiness and emotional stickiness on consumers′clothing continuous wearing behavior were verified.Finally,the suggestions and countermeasures for developing emotional consumption were put forward.It is suggested that consumers should pay attention to the cultivation of unique clothing aesthetics,fashion awareness and brand concept,and adopt the combination of online and offline shopping.