后疫情时代的可持续奢品购买行为:在中国进行一项基础理论研究
Huaxia Yang1,2, Xiaoyan Su1, Kojo Shion3
1Land and Tourism College, Luoyang Normal University, Luoyang, China.
Frontiers in psychology
|November 1, 2023
概括
在中国,消费者对可持续奢品时尚的态度在流行后发展. 享乐,独特性和可持续价值等关键价值观显著影响了对生态意识的奢品的购买意图.
科学领域:
- 消费者行为 消费者行为
- 可持续的时尚 可持续的时尚
- 奢品市场研究 奢品市场研究
背景情况:
- 奢品行业越来越多地采用可持续的做法.
- 关于消费者对可持续奢品的反应的研究有限.
- 了解流行后消费者行为的转变至关重要.
研究的目的:
- 调查消费者行为向中国可持续奢品时尚的变化.
- 为了确定影响购买意图的因素,为可持续的奢品流行流行病后的购买意图.
主要方法:
- 使用半结构化深度访谈进行探索性定性研究.
- 基于理论的方法应用于数据分析.
- NVivo12软件用于编码和分析消费者数据.
主要成果:
- 享乐,独特性,社会,功能,健康和可持续的价值观显著影响购买意图.
- 开发了一个理论模型来分析可持续奢品时尚购买行为的决定因素.
- 确定了影响中国消费者对可持续奢品时尚态度的关键驱动因素.
结论:
- 消费者对可持续奢品时尚的购买意图受到多方面的价值体系的影响.
- 调查结果为奢品牌在中国开发以客户为中心的可持续战略提供了实际指导.
- 强调了解流行后可持续奢品市场中不断变化的消费价值的重要性.
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