从“鹅绒热”到“信任冷”——羽绒服消费陷阱与信任温度的调查分析

From “Down Jacket Hype” to “Trust Deficit”—A Survey and Analysis of Consumption Traps in Down Jackets and the Temperature of Trust

摘要: 在全球气候变迁与消费升级背景下，羽绒服市场规模持续增长，但虚假宣传(材质虚标、羽绒量造假、品牌伪冒等)乱象频发影响了消费者对羽绒服市场的信任度。既有研究多聚焦现象描述，缺乏量化数据支撑问题的普遍性与危害性。本文基于578份问卷获得的数据，通过结构方程模型实证研究信任度的影响因素。结果表明过去消费经验、商品感知质量和管理制度与消费者信任度呈正相关。要提高产品质量、增加服务质量、加强品牌监视和重视诚信销售，最后重获消费者信任促进羽绒服市场发展。

Abstract: Against the backdrop of global climate change and consumption upgrading, the market size of down jackets has been expanding. However, the frequent occurrence of irregularities such as false promotions (e.g., false labeling of material content, underreporting of down quantity, and counterfeiting of brands) has undermined consumers’ trust in the down jacket market. Existing studies have mostly focused on descriptive analyses of phenomena, lacking quantitative data to support the universality and harmfulness of such issues. Based on 578 valid questionnaires, this study employs the Structural Equation Model (SEM) to empirically examine the influencing factors of consumer trust. The results indicate that past consumption experience, perceived product quality, and management systems are positively correlated with consumer trust. To promote the development of the down jacket market, it is necessary to improve product and service quality, strengthen brand supervision, attach importance to honest sales, and ultimately restore consumer trust.