二手奢侈品电商平台服装消费者持续购买意愿研究  

Research on Clothing Consumers' Continuous Purchase Intention on Second-hand Luxury E-Commerce Platform

作　　者：叶晶[1] 陈一健 汪新悦 王小雪 晋嘉瑞 黄德丽 YE Jing;CHEN Yi-jian;WANG Xin-yue;WANG Xiao-xue;JIN Jia-rui;HUANG De-li(College of design,Jiaxing University,Jiaxing,Zhejiang 314000,China)

机构地区：[1]嘉兴学院设计学院,浙江嘉兴314001

出　　处：《浙江纺织服装职业技术学院学报》2023年第1期27-31,48,共6页Journal of Zhejiang Fashion Institute of Technology

基　　金：嘉兴学院大学生科技训练项目(SRT)。

摘　　要：以二手奢侈品电商消费者为调研对象,基于期望确认模型,从二手奢侈品服装商品、价格和服务等因素构建消费者期望确认,并提出相关假设。根据调研获取的数据,运用偏最小二乘法结构方程模型对假设模型进行验证。研究结果表明,消费者期望确认影响感知价值和满意度,同时感知价值和满意度又正向影响消费者持续购买意愿。针对研究结论,为二手奢侈品服装的营销提供相应的理论指导与建议。Taking second-hand luxury e-commerce consumers as the research object,based on the expectation confirmation model,consumer expectation confirmation is constructed from second-hand luxury clothing goods,prices and services,and relevant assumptions are put forward.According to the data obtained from the survey,the partial least squares structural equation model is used to verify the hypothesis model.The results show that consumer expectation confirmation affects perceived value and satisfaction,while perceived value and satisfaction positively affect consumers'continued purchase intention.According to the research conclusion,the paper provides corresponding theoretical guidance and suggestions for the marketing of second-hand luxury clothing.

关 键 词：二手奢侈品服装 期望确认模型 持续购买意愿 偏最小二乘法 结构方程模型 

分 类 号：TS195.644[轻工技术与工程—纺织化学与染整工程]