消费者购买租赁产品的意向:消费者极简主义、环保意识和消费者怀疑论的作用

Gunjan Malhotra, Navneet Fatehpuria
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引用次数: 0

摘要

目的 本文探讨了影响消费者租赁产品购买意向的各种因素,这些因素是共享经济发展的结果。此外,本研究还探讨了消费者极简主义的概念、环境意识的中介作用以及消费者怀疑主义的调节作用,以解释消费者的租赁消费意向。设计/方法/途径本研究使用调查问卷收集印度消费者(N = 259)的数据。数据分析使用 AMOS v25 和 PROCESS 宏进行结构方程建模。研究结果研究结果将消费者的极简主义与租赁产品的意向联系起来。这项研究通过将消费者极简主义和消费者怀疑主义的概念纳入消费者租赁产品的决策中,为现有知识体系做出了贡献。此外,研究结果表明,环保意识增强了消费者租赁产品的倾向,并揭示了影响这种偏好的因素。原创性/价值这项研究通过调查消费者极简主义如何在环保意识的中介和消费者怀疑主义的调节下影响消费者租赁产品的购买意向,扩展了现有关于消费者购买意向的文献。研究结果为理论理解和实际应用提供了有价值的见解,为迎合对租赁产品感兴趣的极简主义消费者的营销开发人员和品牌提供了指导。此外,研究还提出了该领域未来的研究方向。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Consumers’ intention to purchase renting products: role of consumer minimalism, environmental consciousness and consumer scepticism
PurposeThis paper examines the understanding of various factors that influence consumer purchase intentions of renting products as a result of growth in the sharing economy. In addition, the study examines the notion of consumer minimalism, the mediating role of environmental consciousness and the moderating role of consumer scepticism to explain consumer rental consumption intention.Design/methodology/approachThe research used a survey questionnaire to collect data from Indian consumers (N = 259). Data analysis involved using structural equation modelling with AMOS v25 and PROCESS macro. Structural equation modelling was employed to test the models involving mediation, moderation and moderated mediation.FindingsThe findings link consumer minimalism and the intention to rent products. This research contributed to the existing body of knowledge by incorporating the concepts of consumer minimalism and consumer scepticism into consumers' decisions regarding renting products. Furthermore, the results demonstrated that environmental consciousness enhances consumers' inclination to rent products, shedding light on the factors influencing this preference.Originality/valueThis research extends the existing literature on consumer purchase intentions for rented products by investigating how consumer minimalism, mediated by environmental consciousness and moderated by consumer scepticism, influences these intentions. The results offer valuable insights for both theoretical understanding and practical applications, guiding marketing developers and brands that cater to minimalist consumers interested in renting products. Additionally, it suggests future research avenues in this domain.
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