Z世代消费者购买升级再设计服装产品意愿的影响因素研究  

An Empirical Study of the Influencing Factors of Upcycled Redesigned Fashion Product Purchase Intentions among Generation Z Consumers

作　　者：吴迪 丁文霞[1] WU Di;DING Wenxia(School of Design,Anhui Polytechnic University,Wuhu 241000,Anhui,China)

机构地区：[1]安徽工程大学设计学院,安徽芜湖241000

出　　处：《安徽工业大学学报（社会科学版）》2023年第5期16-23,共8页Journal of Anhui University of Technology：Social Sciences

摘　　要：为了探究Z世代消费者对升级再设计服装产品的态度,提升企业服装产品开发与服务水平,本文以顾客感知价值为切入点,实证分析驱动Z世代消费者购买升级再设计服装产品的因素,探究其影响消费者购买决策行为的内在机制,并基于结构方程模型构建了理论模型。研究结果表明:所采集的量表的信度和效度均较高,理论模型拟合良好,其中,功能特征是消费者关注的核心,感知价值的四个维度在产品特征和购买意图之间起着中介效应。因此,服装企业和品牌方在研发升级再设计服装产品时应该首先考虑赋予其特定的功能,开发更有环保意义的产品,增强消费者的感知价值。To delve into the attitudes of Generation Z consumers towards upcycled redesigned fashion products and thereby enhance the product development and service offerings of apparel enterprises,this study takes customer perceived value as the point of departure,empirically examining the factors that drive the purchase intentions of Generation Z consumers regarding such products.It investigates the underlying mechanisms influencing consumer purchasing behavior and constructs a theoretical model based on the structural equation modeling(SEM)approach.The results demonstrate that the collected scales exhibit high reliability and validity,and the theoretical model fits well.Among the findings,functional attributes stand out as the core concern for consumers.The four dimensions of perceived value play an intermediary role between product features and purchase intention.Therefore,fashion companies and brands,when developing upcycled redesigned fashion products,should prioritize infusing them with specific functionalities and focus on creating environmentally conscious products that heighten consumer perceived value.

关 键 词：升级再设计服装 顾客感知价值 Z世代消费者 购买意愿 

分 类 号：F713.55[经济管理—市场营销]