时尚意识对可持续服装网络购买意愿的影响

打开文本图片集

中图分类号：F713.55 文献标志码：A 文章编号：1674-2346（2025）03-0068-08

Abstract：Withtheenhancementofenvironmentalprotectionawareness，theconceptofsustainabilityhasgraduallybeentegrated intoconsumers’shopping behaviors.Thecombinationoffashionand sustainabledevelopmenthasbecomeaninevitabletrendin thedevelopmentofthefashionindustry.Thispaperconstructsaconceptualmodeloffashionawareness（personalfactors，social factors），perceivedqualityperceivedtrustandthewillngnesstopurchasesustainableclothingoline.Descriptivestatistical analysis，reliabilityandvalidityanalysis，correlationanalysisandregressonanalysiswereusedtotestvalidsamplesandverify themodelandthefollowingconcusionseredan：Fashionwarenesspositivelyfcts tewillingnsstopurchasesu tainableclothingonline;（2）Fashionawarenesspositivelyinfluencesperceivedqualityandperceivedtrust.（3）Bothperceived qualityandperceivedtrusthaveapositiveimpactonthepurchase intentionofsustainableclothing online.（4）Perceivedquality andperceived trustplayamediatingrole between fashionawarenessandthewillngnesstopurchasesustainableclothingonline. Asaresult，thetheoreticalresearchontheonlinepurchase intentionofsustainableclothing hasbeen enriched，andmarketing countermeasures and suggestions have been provided for the managerment personnel ofclothing enterprises.

Keywords：fashion consciousness；perceived quality；perceived trust；sustainable clothing；purchase intention

1引言

时尚意识与个人审美观念相关，还受社会、文化、经济等多方面因素影响l。（剩余10465字）