使用服装订阅租赁服务的决定因素研究:来自中国年轻消费者的视角

IF 3.5 Q2 BUSINESS
Mon Thu A Myin, Jin Su, H. Wu, Hai-na Shen
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引用次数: 1

摘要

本研究的目的是探讨中国年轻消费者特征(时尚领导力、质量意识、价格意识、环境意识和社交媒体使用)作为外部因素对其使用服装订阅租赁服务行为意愿的影响。设计/方法/方法进行了定量研究,收集了255名中国大学生的实证数据。采用结构方程模型对提出的假设进行检验。该研究提供了令人信服的证据,表明时尚领导力、价格意识和社交媒体使用是中国年轻消费者对服装订阅租赁服务持积极态度的三个主要驱动因素,这三个因素与社会规范一起进一步导致了他们使用服装订阅租赁服务的意愿。与预期相反,研究表明消费者的质量意识和环境意识对消费者对服装订阅租赁服务的态度没有显著影响。此外,研究结果还显示了态度和主观规范对中国年轻消费者使用服装订阅租赁服务意愿的影响。原创性/价值本研究通过将其他因素(时尚领导力、质量意识、价格意识、消费者环境知识、社交媒体使用)整合到传统的理性行为模型理论中,研究中国年轻消费者的特征如何影响他们的态度,以及他们的态度和主观规范如何影响他们使用服装订阅租赁服务的意愿,从而为文献做出贡献。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Investigating the determinants of using clothing subscription rental services: a perspective from Chinese young consumers
Purpose The purpose of this study is to investigate the impacts of Chinese young consumers’ traits (fashion leadership, quality consciousness, price consciousness, environmental consciousness and social media usage) as the external factors on their behavioral intention toward using clothing subscription rental services. Design/methodology/approach Quantitative research was conducted, and empirical data were collected from 255 Chinese college students. Structural equation modeling was conducted to test the proposed hypotheses. Findings The study offered convincing evidence that fashion leadership, price consciousness and social media usage are the three main drivers of Chinese young consumers’ favorable attitudes toward clothing subscription rental services, which together with social norms further lead to their intention to use clothing subscription rental services. Contrary to expectations, the study showed that consumers’ quality consciousness and environmental consciousness have no significant impact on consumer attitudes toward clothing subscription rental services. Moreover, the findings of the study demonstrated the impact of attitude and subjective norms on Chinese young consumers’ intention to use clothing subscription rental services. Originality/value This study contributes to the literature by integrating additional factors (fashion leadership, quality consciousness, price consciousness, consumer environmental knowledge, social media usage) into the traditional theory of reasoned action model to investigate how Chinese young consumers’ characteristics impact their attitudes and how their attitudes and subjective norms impact their intention toward using clothing subscription rental services.
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来源期刊
Young Consumers
Young Consumers BUSINESS-
CiteScore
5.90
自引率
6.70%
发文量
20
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