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COVID-19和可持续时尚消费的数字转变
Anh Pham1, Kien Tran2, Lillian Tran3
1Research Institute for Banking, Banking Academy of Vietnam, No. 12 Chua Boc, Kim Lien, Hanoi, Viet Nam.
Acta psychologica
|January 6, 2026
概括
河内的年轻消费者展示了COVID-19后不断发展的可持续时尚选择. 内容营销和影响者促进购买意图,而克服决策是品牌忠诚度的关键.
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
- 心理学 心理学 心理学
背景情况:
- 随着COVID-19的流行,消费者行为受到重大影响,尤其是可持续的消费行为.
- 对于时尚品牌来说,了解流行后购买动态的转变至关重要.
研究的目的:
- 研究影响河内年轻消费者可持续时尚消费的因素.
- 分析电子营销策略和心理障碍对购买意图和品牌电子忠诚度的影响.
主要方法:
- 在河内的年轻消费者中进行了一项大型调查 (N=1191).
- 部分最小平方结构方程建模 (PLS-SEM) 用于分析数据.
- 使用一个综合框架,结合了计划行为扩展理论和自决理论.
主要成果:
- 内容营销和社交媒体影响者对购买意图产生了积极影响.
- 错过的恐惧 (FoMO) 对购买意图产生了积极的影响,而更好的选择的恐惧 (FoBO) 则成为了障碍.
- 害怕做任何事情 (FoDA) 从疫情期间的障碍转变为疫情后的积极预测因素.
- 感知价值增强了购买意图和品牌电子忠诚度之间的关系.
结论:
- 品牌应该专注于以价值为导向的透明度,以克服流行后的决策.
- 战略性电子营销和解决心理障碍对于促进可持续的时尚消费和品牌忠诚度至关重要.
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