可持续发展背景下时装共享接受意愿的影响

Influence of willingness to accept fashion sharing in context of sustainable development

以时装共享为研究对象,在文献梳理的基础上,构建时装共享影响因素和接受意愿理论模型。基于调查数据,采用因子和回归分析法,验证各因素间的关系和影响。研究表明:经济利益、时尚参与度、自我愉悦体验、社会投射、过去的可持续行为、共享服务均正向影响时装共享接受意愿;感知风险不具有中介作用;感知价值在时装共享影响因素与共享意愿中有正向中介作用;性别在经济利益、自我愉悦体验与时装共享接受意愿之间存在正向调节作用。研究结论为时装共享市场发展提供实践启示。

Taking fashion sharing as the research object,a theoretical model of fashion sharing influencing factors and acceptance willingness was constructed on the basis of literature review.Based on the questionnaire survey data,factor and regression analysis were used to verify the relationship and influence.The study shows that economic benefits,fashion participation,self-pleasure experience,social projection,past sustainable behaviors,and shared services all affect the willingness to accept fashion sharing positively;perceived risk does not play a mediating role,and perceived value has a positive impact on factors influencing fashion sharing and willingness to share.Gender has a positive moderating effect between economic interests,self-pleasure experience and willingness to accept fashion sharing.The research conclusions can provide practical inspiration for the development of fashion sharing market.