慢时尚博主特性对服装可持续消费行为的影响机制:网红经济时代“近朱者赤”的“认同-责任”模型  

The Impact of Ethical Fashion Blogger’s Characteristics on Sustainable Consumption in Eco-apparel:The“Identification Responsibility”Model of“Keep Good Men Company and You Shall be of the Number”in Internet Celebrity Economy Age

作　　者：王建明 武落冰 何正霞 WANG Jian-ming;WU Luo-bing;HE Zheng-xia

机构地区：[1]浙江财经大学工商管理学院,浙江杭州310018 [2]江苏师范大学商学院

出　　处：《中国地质大学学报（社会科学版）》2021年第4期90-104,共15页Journal of China University of Geosciences(Social Sciences Edition)

基　　金：国家社会科学基金重点项目“全面推进绿色消费3.0的现代监管政策研究”(18AZD015)。

摘　　要：从消费者视角切入,结合准社会交往理论及认同同化理论,基于扎根理论的分析技术,探索慢时尚博主的独特特性,以及消费者因接近慢时尚博主而践行服装可持续消费行为的内在机制,深度呈现了消费者从"近朱"到"变赤"的转化过程和生成机制。结果发现,消费者对慢时尚博主的可持续性和真实性特性产生认知和情感上的认同,即消费者认同感,进而与慢时尚博主逐渐建立准社会交往关系,消费者对个体、社会和环境的责任意识不断被同化,并在日常的服装可持续消费行为中得以显现。基于此本文建构了慢时尚博主特性对服装可持续消费行为影响机制,也是网红经济时代粉丝"近朱者赤"的"认同-责任"模型。Based on rooted interviews,quasi-social interaction theory and identity assimilation theory,this paper aims to explore special characteristics of the ethical fashion blogger and the reason why consumers actively practice ethical consumption in Eco-apparel in their lives after watching her channel.The results show that consumers have a cognitive identity and emotional affection in the ethical fashion blogger because of their sustainability concepts and true characteristics,which can be called consumer’s identity.After the quasi-social relation is established,the consumer’s sense of responsibility will be aroused through the assimilation of the ethical fashion blogger’s consciousness.Because of the realization that their consumption in Eco-apparel is responsible for the individual economy,social resources and environmental protection,they try a lot to be ethical in their daily life.This is also the whole process of"Keep good men company and you shall be of the number".The influence mechanism about the characteristics of ethical fashion bloggers on the consumer’s ethical consumption in Eco-Apparel can be summarized as"Identification-Responsibility"model.

关 键 词：慢时尚博主 准社会交往理论 认同同化理论 可持续消费行为 “认同-责任”模型 

分 类 号：F126.1[经济管理—世界经济]