可持续品牌服装购买意愿影响因素模型构建及实证

Model construction and empirical study on the influencing factors of purchasing intention of sustainable brand clothing

为了探究消费者对可持续品牌服装购买意愿的形成因素及影响机制,构建了品牌信任、品牌忠诚、自我概念、购买意愿4个变量的理论模型,并提出了相关假设。通过对收集的300份有效问卷进行因子分析,得知各变量有很好的信度和效度,并运用回归模型对研究假设进行检验。研究结果表明:品牌信任对购买意愿呈显著正向影响;品牌忠诚在品牌信任与购买意愿间存在部分中介作用;自我概念起调节作用,影响品牌忠诚形成;有过购买经验的消费者更容易形成品牌忠诚,并转化为购买意愿。最后,基于研究结论对可持续品牌服装提供营销建议。

In order to explore the influencing factors and mechanisms of consumers'purchase intention of sustainable brand clothing,a theoretical model of four variables including brand trust,brand loyalty,self-concept and purchase intention was constructed.Related assumptions were proposed.Through factor analysis of the collected 300 valid questionnaires,each variable has good reliability and validity.The research hypothesis was tested by regression model.The results show that brand trust has a significant positive effect on purchase intention.Brand loyalty has a partial mediating effect between brand trust and purchase intention.Self-concept plays a moderating role and affects the formation of brand loyalty.Consumers with purchase experience are more likely to form brand loyalty,which translates into purchase intention.Finally,based on the research conclusions,marketing suggestions for sustainable brand clothing are provided.