心理表象对服装消费者行为意图的影响——积极预期情绪和决策信心的链式中介效应

Research on the Influence of Mental Imagery on Clothing Consumers’ Behavioral Intentions—The Chain Mediating Effect of Positive Anticipatory Emotion and Decision-Making Confidence

摘要: 目的：探究心理表象对消费者行为意图的影响，以及积极预期情绪和决策信心的中介效应。方法：使用心理表象量表、决策信心量表、预期情绪量表，以及行为意图量表对555名16至35岁的服装消费者进行问卷调查。结果：(1) 心理表象与积极预期情绪、决策信心及行为意图两两之间均呈显著正相关(r = 0.67~0.84, p < 0.001)；(2) 心理表象对行为意图的直接效应显著(β = 0.081, p < 0.01)；(3)心理表象可通过积极预期情绪和决策信心的单独中介和链式中介影响行为意图。结论：心理表象可以正向预测消费者行为意图，且积极预期情绪和决策信心在两者之间起链式中介作用。

Abstract: Objective: This paper aims to explore the influence of Mental imagery on clothing consumers' behavioral intentions and the mediating effect of positive anticipatory emotions and decision-making confidence. Methods: A total of 555 clothing consumers aged 16 to 35 were surveyed using the Mental Representation Scale, the Decision Confidence Scale, the Expected Emotion Scale, and the Behavioral Intention Scale. Results: (1) There was a significant positive correlation between mental imagery and positive anticipatory emotion, decision-making confidence and behavioral intention (r = 0.67~0.84, p < 0.001). (2) The direct effect of mental imagery on behavioral intention was significant (β = 0.081, p < 0.01); (3) Mental imagery can affect behavioral intentions through the individual and chain mediation of positive expectation emotions and decision-making confidence. Conclusion: Mental imagery can positively predict consumer behavior intention, and positive anticipatory emotion and decision-making confidence play a chain mediating role between mental imagery and consumer behavior intention.