环保服装价值感知对消费者购买意愿影响机制研究

——基于在线品牌社群信息传递

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中图分类号：F713.55 文献标志码：A 文章编号：1674-2346（2026）01-0045-11

Research on Influencing Mechanism of Environmentally Friendly Clothing Value Perception on Consumers' Purchase Intention -- Based on Online Brand Community Information Transmission

MEILei WANGLiyuan

（SchoolfEcoocdgentrgoliaesityeneolgotorgol Abstract：Promotingthegrentransformationofthetraditionaltextileandgarmentindustrywithhighenergyconsumptionand highpolutioncanreduce theenvironmentalpolutioncausedbythedevelopmentofteindustryandhelpachieve thedual-carbon goal.Thegreedevelopmentofthegarmentindustrynotonlyinvolvesenvironmentall friendlymaterialsandreducedcarbonemisionsandenergyconsumptionintheproductionprocessbutalsorequiresterecogitionndpurchaseofenvironmentallfriendly clothingbyconsumers.Inthiscontext，basedontheinformationtransmisionofonlinebrandcommunities，combinedwithSOR theory，socialexchangetheoryandperceivedvaluetheoryamodelisconstructedtorevealtheinfluencemechanismofproduct perceivedvalueofenvironmentall friendlyclothingonconsumers'purchaseintention.Theresultsshow（1）thefourvariablesof productperceivedvaluehaveapositiveimpactonconsumers'purchaseintention;（2）rationaljudgmentplaysapartialintermediary roleinthepathofproductfunctionvalueandpurchaseintention，andirationaljudgmentplaysapartialintermediaryroleinthe pathofproductemotion，socialandnoveltyvalueandpurchaseintention；（3）communityidentityplaysamoderatingroleinthe directeffectofproductfunction，emotionandnoveltyvalueonpurchaseintention，andplaysamoderatingroleinthepathof productsociety，oveltyvalueandirationaljudgment.Communitystickinesplaysamoderatingoleinproductemotoalalue andirationaljudgment.Basedonthis，fromtheaspectsofstrengtheningthenoveltyvalueofinformationtransmision，selecting dierentinformationtransmsionpathsccrdingtoationalandirationalinformation，andimproingthecommunitydentity andcommunitystickinessofthenetworkcommunityThispaperputsforwardmanagementenlightenmentforenterprisestomprove theeffciencyofinformationtransmissioninbrandcommunitiesandpromoteconsumers'low-carboandenvironmentallfriendly consumption.

Key words：brand community；eco-friendlyclothing；perceived value；rational judgment;irational judgment

近年来，我国居民服装消费需求快速增长。（剩余12526字）