二手电商平台中古着与二手服装购买意愿和支付意愿研究

A Study on Willingness to Buy and Willingness to Pay for Vintage and Secondhand Clothing on Secondhand E-Commerce Platform

摘要: 近年来，古着获得了越来越多的消费者关注，正在成为一种新的时尚。本研究致力于探索消费者对古着和二手服装在购买意愿和支付意愿上的区别，并基于感知价值理论解释其中的作用机制。本研究使用情境实验研究法，模拟线上二手交易平台购物场景，采集了384名参与者的有效数据，通过层次回归分析和Bootstrapping方法检验了研究假设。实证结果显示，相比于普通的二手服装，消费者对古着的感知情感价值和感知社会价值更高，进而导致了更强的购买意愿和支付意愿。其中，感知情感价值在产品类别与购买意愿之间发挥完全中介作用，在支付意愿路径中发挥部分中介作用。研究从情感与社会价值视角揭示了古着消费决策的内在机制，为二手时尚细分研究及可持续消费实践提供了理论依据。

Abstract: In recent years, vintage clothing has attracted increasing consumer attention and emerged as a new fashion trend. This study explores the differences in consumers’ willingness to buy and willingness to pay between vintage and secondhand clothing, and explains the underlying mechanism based on the theory of perceived value. A situational experiment was conducted to emulate shopping scenarios on an online second-hand trading platform, yielding valid responses from 384 participants. Hypotheses were tested with regression analysis and bootstrapping method. The results indicate that, compared with ordinary secondhand clothing, consumers perceive higher emotional and social value in vintage clothing, which in turn leads to stronger willingness to buy and willingness to pay. Among them, perceived emotional value plays a full mediating role in the relationship between product category and purchase intention, and a partial mediating role in the path toward willingness to pay. From the perspectives of emotional and social value, this study reveals the underlying mechanisms of consumers’ decision-making in vintage consumption and provides theoretical support for research on second-hand fashion segmentation as well as sustainable consumption practices.