基于感知风险与感知价值的婚纱租赁接受意愿影响因素

Influencing factors of wedding dress rental acceptance intention based on perceived risk and perceived value

为了探究租赁模式中消费者对婚纱租赁接受意愿的影响因素,利用文献研究法,基于调研数据构建婚纱租赁影响因素、感知风险、感知价值和租赁接受意愿之间的理论模型,提出假设,并对调研数据进行因子和回归分析。结果表明:婚纱租赁知识、租赁服务、租赁经验、炫耀心理及婚纱使用特征正向影响接受意愿;感知风险在婚纱租赁影响因素对接受意愿中有负向中介作用,感知价值在婚纱租赁影响因素对租赁意愿中有正向中介作用。研究结果和策略建议为婚纱租赁市场发展提供实践启示。

In order to explore the influencing factors of consumers′willingness to accept wedding dress rental in the application of leasing mode,based on the literature review and survey data,the theoretical model of the relationship among the influencing factors,perceived risk,perceived value and rental willingness were constructed,the hypothesis was proposed,and the factor and regression analysis method was adopted to verify the relationship and influence.The results show that wedding dress rental knowledge,rental service,rental experience,showing off psychology and wedding dress use characteristics positively affect the acceptance intention.Perceived risk plays a negative mediating role in influencing factors of wedding dress rental on acceptance intention,while perceived value plays a positive mediating role in influencing factors of wedding dress rental on acceptance intention.The research conclusions and strategy suggestions provide practical enlightenment for the development of wedding dress rental market.