COVID-19背景下社交隔离中的服装消费行为研究

Research on clothing consumption behavior in social isolation under COVID-19 background

为了了解时尚型和功能型服装的不同消费行为机理,在社交隔离环境中研究了人们对两种类型服装产品的不同需求和行为。结合时尚型服装与功能型服装的需求差异,分别构建社交隔离中两类服装消费行为概念框架。通过问卷调查采集623个有效样本,涵盖了居民对周边的公共设施、商业设施和社会环境的信息,测量了消费者形象需求、情绪、消费者注意和服装消费行为指标,利用极大似然估计法进行回归分析。结果表明:整体而言,公共设施、社会环境、消费者形象需求均对服装消费行为有显著影响;商业设施对服装消费影响不显著;消费者注意在社会环境、消费者形象需求对服装消费的影响中起中介作用。对于时尚型服装,正面情绪和消费者注意在社会诱惑对时尚型服装消费影响中起链式中介作用;对于功能型服装,仅有消费者注意在社会诱惑对功能型服装消费影响中起中介作用。

In order to understand the different consumption behavior mechanism of fashionable and functional clothing,people's different demands and behaviors for the two types of clothing products were studied in the social isolation environment.According to the demand difference between fashionable clothing and functional clothing,the conceptual framework of two kinds of clothing consumption behaviors in social isolation was constructed respectively.Through questionnaire,623 valid samples were collected,and residents'information about surrounding public facilities,commercial facilities and social environment was collected.The variables of consumer image demand,emotion,consumer attention and clothing consumption behavior were measured,and regression analysis was carried out by using maximum likelihood estimation method.The results show that:on the whole,public facilities,social environment and consumer image demand all have a significant impact on clothing consumption behavior;commercial facilities have no significant influence on clothing consumption;consumer attention plays an intermediary role in the influence of social environment and consumer image demand on clothing consumption.For fashionable clothing,positive emotions and consumer attention play a chain intermediary role in the influence of social temptation on fashionable clothing consumption.For functional clothing,only consumer attention plays an intermediary role in the influence of social temptation on functional clothing consumption.