可持续视角下虚拟服装对实体服装消费的影响  

The impact of virtual apparel on physical apparel consumption from a sustainable perspective

作　　者：鲁成[1,2] 陈子烨 LU Cheng;CHEN Ziye(College of Fashion and Design,Donghua University,Shanghai 200051,China;Key Laboratory of Clothing Design and Technology,Ministry of Education,Donghua University,Shanghai 200051,China)

机构地区：[1]东华大学服装与艺术设计学院,上海200051 [2]东华大学现代服装设计与技术教育部重点实验室,上海200051

出　　处：《现代纺织技术》2024年第4期104-113,共10页Advanced Textile Technology

基　　金：中央高校基本科研业务费专项资金资助项目(2232023G-08,2232021E-03)。

摘　　要：在时尚产业数字化和低碳化的趋势下,探究虚拟服装对实体服装消费赋能的商业革新价值。基于技术接受模型,以虚拟服装美学性和技术性为外部变量构建理论模型,探索虚拟服装属性对实体服装消费的影响及作用机理。通过289份有效问卷,采用回归分析进行实证,结果表明:虚拟服装美学性和技术性正向影响实体服装态度,感知有用性和品牌态度在其中起链式中介作用,外观一致性在其中起调节中介作用。研究结论肯定了虚拟服装的商业价值溢出,解析了虚拟服装赋能实体服装消费的机理,为时尚企业数字化设计与减少浪费的可持续生产提供了思路。The post-epidemic era has witnessed a rapid shift in consumption patterns towards online channels.The convergence of information technology and the fashion industry has given rise to virtual apparel.Virtual apparel,which is rooted in a digital creation mode,possesses various advantages such as creativity,inclusivity,and sustainability.Consequently,it has garnered significant attention from capital investors,and numerous traditional apparel brands to launch virtual apparel lines.The investment potential and sustainable value of virtual apparel are highly anticipated.Nowadays,virtual apparel has diversified forms,extending beyond the realm of traditional virtual try-on experiences.Photo modeling and other forms of social media dissemination have attracted widespread public attention and generated intense discussions.These developments offer new opportunities for brand promotion and the expansion of consumer groups.However,it should be noted that the virtual trading market is still in its nascent stages,and brands′profitability continues to rely on the sale of physical products.As a result,many brands are currently focusing on leveraging virtual apparel for publicity and promotional purposes.Nevertheless,this marketing strategy is still in its early exploratory phase,and it remains uncertain whether virtual apparel can effectively drive brand promotion and physical product sales.Additionally,while existing literature has analyzed the value system of virtual apparel and acknowledged its role in brand promotion and sustainable value,most of these discussions are theoretical in nature and lack empirical research to substantiate their claims.We aimed to explore the commercial value of virtual apparel in physical apparel consumption and facilitate the sustainable development of the industry.Firstly,we conducted a comprehensive review of the research progress on virtual apparel both domestically and internationally since the 20 th century to identify the current hotspots and deficiencies in related research.Secondly,bas

关 键 词：虚拟服装 实体服装 可持续 技术接受模型 美学性 技术性 品牌态度 

分 类 号：TS941.12[轻工技术与工程—服装设计与工程]