电子口碑对二手服装正念消费行为的影响调查
The Influence Research of eWOM on Mindful Consumption Behavior of Second-Hand Clothes
摘要: 我国每年都有超过2600万吨旧衣服被扔掉，它们多被填埋或焚烧，造成极大环境污染。随着社会经济的快速发展，环境的恶化和资源的快速消耗已引起了人们对于消费行为问题的广泛关注。国家发展改革委印发《“十四五”循环经济发展规划》提出，到2025年，循环型生产方式全面推行，废旧物资回收网络更加完善，再生资源循环利用能力进一步提升，覆盖全社会的资源循环利用体系基本建成。为减少废旧服装带来的污染，我们尝试促进二手服装购买，助推循环经济。本文基于S-O-R模型，假设电子口碑可以正向影响二手服装的正念消费行为，并考虑了态度、品牌/店铺形象、消费者参与的中介作用，以期望具体分析电子口碑的影响路径，通过构建结构方程模型进行测度、假设验证。
Abstract: More than 26 million tons of used clothes are discarded in China every year, most of which are filled or incinerated, causing great environmental pollution. With the rapid development of social econ-omy, the deterioration of environment and the rapid consumption of resources have aroused peo-ple’s widespread concern about the problem of consumption behavior. The National Development and Reform Commission issued the “14th Five-Year Plan” for Circular Economy Development, pro-posing that by 2025, the recycling production mode will be fully implemented and the waste mate-rial recycling network will be more completed. The recycling capacity of renewable resources will be further improved and the resource recycling system covering the whole society will be basically completed. In order to reduce the pollution caused by used clothes, we try to promote the purchase of second-hand clothes and promote the circular economy. Based on the S-O-R model, this paper hypothesizes that eWOM positively affects the mindful consumption behavior of second-hand clothes. The mediating effects of attitude, brand/store image and consumer participation are also considered to analyze the influence path of eWOM concretely. The structural equation model is con-structed to measure and verify the hypothesis.
文章引用：姜越, 姜苑, 孙斯琦, 高洁. 电子口碑对二手服装正念消费行为的影响调查[J]. 建模与仿真, 2023, 12(5): 4342-4354. https://doi.org/10.12677/MOS.2023.125396

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