消费者感知障碍对其购买行为的影响——以环保服装为例
The Impact of Consumer Perceived Barriers on Purchasing Behavior: A Case Study of Eco-Friendly Apparel
摘要: 在创新抵抗理论的基础上，本研究构建了消费者环保服装购买障碍的理论模型，使用结构方程模型方法，讨论和检验了消费者功能性、心理性感知障碍之间的关系与其对环保服装购买行为的影响，以及环保自我效能感的调节作用。研究结果表明：传统、使用、价值障碍对消费者环保服装购买行为有显著、间接的负面影响，形象障碍对其环保服装购买行为的影响不显著；其次，功能性障碍在心理性障碍与消费者环保服装购买行为之间起到中介作用；最后，环保自我效能感负向调节了形象障碍和购买行为、传统障碍和购买行为之间的关系。本文的研究结论为环保服装消费政策与营销策略的制定、调整，都提供了有益的理论参照和建议。
Abstract: Based on the theory of innovation resistance, this study constructs a theoretical model of consumer barriers to purchasing eco-friendly apparel. Using structural equation modeling, the study examines and tests the relationships between consumers’ functional and psychological barriers and their impact on eco-friendly apparel purchasing behavior, as well as the moderating role of eco-friendly self-efficacy. The results indicate that traditional, usage, and value barriers have significant indirect negative effects on consumers’ eco-friendly apparel purchasing behavior, while image barriers do not have a significant impact. Additionally, functional barriers mediate the relationship between psychological barriers and eco-friendly apparel purchasing behavior. Lastly, eco-friendly self-efficacy negatively moderates the relationships between image barriers and purchasing behavior, as well as between traditional barriers and purchasing behavior. The findings provide valuable theoretical references and recommendations for the formulation and adjustment of eco-friendly apparel consumption policies and marketing strategies.
文章引用：申皖晴, 闫潇东. 消费者感知障碍对其购买行为的影响——以环保服装为例[J]. 电子商务评论, 2025, 14(11): 1729-1741. https://doi.org/10.12677/ecl.2025.14113615

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