基于跨理论模型的服装可持续消费行为研究

doi:10.13475/j.fzxb.20210200808

纺织学报 ›› 2021, Vol. 42 ›› Issue (11): 143-150.doi: 10.13475/j.fzxb.20210200808

基于跨理论模型的服装可持续消费行为研究

何琳¹, 陈李红²(), 丁雪梅³^,⁴

1.上海工程技术大学纺织服装学院, 上海 201620
2.东华大学上海国际时尚科创中心, 上海 200051
3.现代服装设计与技术教育部重点实验室, 上海 200051
4.东华大学服装与艺术设计学院, 上海 200051

收稿日期:2021-02-01 修回日期:2021-07-28 出版日期:2021-11-15 发布日期:2021-11-29
通讯作者: 陈李红
作者简介:何琳(1997—),女,硕士生。主要研究方向为可持续消费行为与服装营销。
基金资助:
国家自然科学基金项目(71704102);东华大学人文社科预研究项目(218-10-0108019);现代服装设计与技术教育部重点实验室(东华大学)开放课题基金资助项目(KLCDT2020-05)

Research on clothing sustainable consumption behavior based on transtheoretical model

HE Lin¹, CHEN Lihong²(), DING Xuemei³^,⁴

1. School of Textiles and Fashion, Shanghai University of Engineering Science, Shanghai 201620, China
2. Shanghai International Fashion Innovation Center, Donghua University, Shanghai 200051, China
3. Key Laboratory of Clothing Design and Technology, Ministry of Education, Shanghai 200051, China
4. College of Fashion and Design, Donghua University, Shanghai 200051, China

Received:2021-02-01 Revised:2021-07-28 Published:2021-11-15 Online:2021-11-29
Contact: CHEN Lihong

摘要/Abstract

摘要：

为探明服装可持续消费行为的形成机制,将跨理论模型引入服装可持续消费行为领域。通过问卷调查,运用方差分析、相关性分析以及描述性统计分析的方法探究服装可持续消费行为变化阶段、变化过程、决策平衡和自我效能的关系,以此分析不同变化阶段消费者服装可持续消费的需求。结果表明:消费者服装可持续消费行为的形成需要经历前意向、意向、准备、行动与维持4个阶段,变化阶段向前发展需要经历不同的变化过程;其中,前意向和意向阶段主要对应认知情感层面的变化过程,准备和行动与维持阶段主要对应行为层面的变化过程;随着变化阶段向前发展,消费者对于服装可持续消费的感知利益和自我效能不断提高,感知障碍基本不变。

关键词: 服装可持续消费, 跨理论模型, 决策平衡, 自我效能

Abstract:

In order to understand clothing sustainable consumption behavior, transtheoretical model was introduced into the field of sustainable consumption behavior. Through questionnaire survey, this paper employed variance analysis, correlation analysis and descriptive statistics to explore the relationship among the stage of change, the process of change, decision balance and self-efficacy of clothing sustainable consumption behavior, and analyzed the sustainable consumption needs of consumers in different change stages. The results indicated that clothing sustainable consumption behaviors can be divided into four stages including pre-contemplation, contemplation, preparation, and action and maintenance.The development of change stage needs to go through different change processes. Furthermore, pre-contemplation and contemplation stages mainly correspond to the change process of cognitive emotion level as well as preparation and action and maintenance stages mainly correspond to the change process of behavior level. In addition, the perceived benefits and self-efficacy of consumers for sustainable consumption of clothing should continue to improve, and the perceived barriers remain unchanged.

Key words: sustainable clothing consumption, transtheoretical model, decision balance, self-efficacy

中图分类号:

TS941.12

何琳, 陈李红, 丁雪梅. 基于跨理论模型的服装可持续消费行为研究[J]. 纺织学报, 2021, 42(11): 143-150.

HE Lin, CHEN Lihong, DING Xuemei. Research on clothing sustainable consumption behavior based on transtheoretical model[J]. Journal of Textile Research, 2021, 42(11): 143-150.

图/表 8

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跨理论模型组成部分	研究问题	研究假设
变化阶段	消费者服装可持续消费的认知和态度有哪些变化	消费者可持续消费行为存在不同阶段,且不同阶段中消费者对服装可持续消费的认知和行为状态不同
变化过程	消费者服装可持续消费认知与行为变化是如何发生的	不同变化阶段对应的变化过程不同,前意向与意向阶段主要对应认知情感过程,准备、行动与维持阶段主要对应行为过程
决策平衡	消费者服装可持续消费认知和行为为何发生变化	随着感知利益不断增加,感知障碍不断减少,消费者服装可持续消费行为变化阶段不断向前推进
自我效能	消费者服装可持续消费认知和行为为何发生变化	随着自我效能不断加强,变化阶段不断向前推进

因子	维度	克朗巴哈系数	组合信度 (CR)	KMO值	平均提取方差(AVE)
变化阶段	前意向	0.847	0.870	0.928	0.626
	意向	0.872	0.884		0.658
	准备	0.895	0.884		0.656
	行动与维持	0.964	0.958		0.769
变化过程	提高认识	0.929	0.822	0.958	0.606
	情感唤起	0.828	0.801		0.578
	自我再评价	0.855	0.824		0.620
	环境再评价	0.894	0.842		0.641
	社会解放	0.871	0.813		0.593
	解放与替代	0.952	0.880		0.552
	刺激控制	0.879	0.785		0.552
	强化管理	0.835	0.757		0.510
	帮助关系	0.915	0.835		0.628
决策平衡	感知利益	0.902	0.925	0.779	0.754
决策平衡	感知障碍	0.727	0.821	0.779	0.539
自我效能	自我效能	0.950	0.957	0.913	0.689

维度名称	因子载荷	维度名称	因子载荷
前意向	0.836	解放与替代	0.725
	0.815		0.728
	0.728		0.810
	0.782		0.673
意向	0.849		0.725
	0.885		0.788
	0.845	刺激控制	0.845
	0.643		0.732
准备	0.747		0.638
	0.838	强化管理	0.671
	0.819		0.754
	0.833		0.814
行动与维持	0.922	帮助关系	0.764
	0.934		0.821
	0.932		0.791
	0.606	感知利益	0.824
	0.896		0.882
	0.905		0.881
	0.897		0.885
提高认识	0.810	感知障碍	0.831
	0.763		0.575
	0.761		0.683
情感唤起	0.896		0.818
	0.727	自我效能	0.764
	0.634		0.811
自我再评价	0.887		0.802
	0.529		0.805
	0.891		0.856
环境再评价	0.817		0.843
	0.736		0.820
	0.845		0.857
	0.721		0.882
社会解放	0.780		0.859
	0.806

变化阶段	占比/%
前意向阶段	10.5
意向阶段	31.4
准备阶段	13.0
行动与维持阶段	45.1

变化过程	变化阶段				F值
变化过程	前意向	意向	准备	行动与维持	F值
CR	2.74±0.94	3.75±1.18	4.21±1.01	4.61±0.93	26.712^①
DR	2.42±0.94	3.44±0.95	3.67±0.93	4.21±1.06	24.910^①
SR	2.49±0.97	3.63±0.78	3.92±1.17	4.45±0.94	34.252^①
ER	2.85±0.99	4.12±0.97	4.39±1.00	4.78±0.94	28.739^①
SL	2.88±1.12	3.77±0.80	4.21±1.07	4.52±0.91	25.407^①
LC	2.69±0.94	3.86±0.65	4.32±0.88	4.86±0.85	58.245^①
SC	2.59±1.02	3.34±0.89	3.74±1.08	4.25±1.05	24.657^①
CM	2.60±0.88	3.68±0.75	4.03±0.83	4.40±0.88	35.201^①
HR	2.40±0.92	3.22±0.91	3.67±1.01	4.24±1.10	29.484^①

基于跨理论模型的服装可持续消费行为研究

Research on clothing sustainable consumption behavior based on transtheoretical model

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变化过程	Pearson相关性				显著性
变化过程	前意向阶段	意向阶段	准备阶段	行动与维持阶段	显著性
CR	-0.414^**	0.579^**	0.537^**	0.437^**	0.000
DR	-0.457^**	0.569^**	0.522^**	0.453^**	0.000
SR	-0.397^**	0.590^**	0.556^**	0.488^**	0.000
ER	-0.397^**	0.648^**	0.464^**	0.378^**	0.000
SL	-0.369^**	0.561^**	0.525^**	0.425^**	0.000
LC	-0.485^**	0.710^**	0.631^**	0.590^**	0.000
SC	-0.254^**	0.474^**	0.593^**	0.529^**	0.000
CM	-0.346^**	0.556^**	0.576^**	0.495^**	0.000
HR	-0.284^**	0.482^**	0.578^**	0.578^**	0.000

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