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了解平台启用绿色处置行为的心理机制:对二手交易平台进行混合SEM-ANN研究
Xingjun Ru1, Bo Gong1, Min Chen2
1School of Management, Hangzhou Dianzi University, Hangzhou, 310018, Zhejiang Province, People's Republic of China.
Acta psychologica
|January 28, 2026
概括
数字平台通过影响用户心理来促进服装循环. 生态身份提升了参与度,而感知到的风险和平台素养对二手交易的信任和决策产生了悖论性的影响.
科学领域:
- 消费者行为 消费者行为
- 数字营销 数字营销 数字营销
- 可持续性研究 可持续性研究
背景情况:
- 全球日益增加的织废物需要循环经济解决方案.
- 数字二手平台对于服装循环性至关重要,但其设计的心理影响尚未得到充分研究.
- 现有的研究往往忽略了平台技术和社交功能如何影响用户决策.
研究的目的:
- 调查数字二手平台设计如何影响用户的心理构造和决策.
- 运用负担能力理论来理解这些平台内的用户行为.
- 在数字服装循环的背景下,重建和验证计划行为理论 (TPB).
主要方法:
- 基于场景的半结构面试来重建TPB结构.
- 使用1520个问卷进行定量验证.
- 通过部分最小平方结构方程建模 (SEM) 和人工神经网络 (ANN) 进行高级统计分析.
主要成果:
- 数字生态身份积极影响与循环相关的心理路径.
- 感知到的经济风险会对处置意图产生负面影响,并侵蚀平台的信任.
- 平台素养显示出一个悖论:增强身份转型,但增加风险敏感性.
结论:
- 数字平台积极塑造用户行为,而不仅仅是简单的交易管道.
- 社会技术设计元素在服装循环中显著影响心理构造和决策.
- 结果为优化平台设计和政策提供了实际见解,以提高可持续消费.
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