| 摘要: | 隨著社群媒體的持續發展與通訊技術的進步，其在影響消費者行為與購買決策中的角色越來越重要。社群媒體也已成為消費者的主要資訊來源，消費者透過社群媒體尋求推薦、評論與資訊收集。這使得社群媒體成為促進永續消費的強大工具。這種轉變對二手服飾市場尤其有利，因為生態意識的消費者越來越多地尋找快速時尚的替代方案。本研究結合資訊採納模式（IAM）與計畫行為理論（TPB），探討社群媒體如何影響二手服飾消費，並對台灣與俄羅斯進行跨文化比較。研究透過一項線上問卷調查收集606份有效回應，進一步分析IAM建構（論點品質、來源可信度與資訊有用性）與TPB建構（態度、主觀規範、感知行為控制與購買意圖）之間的關係。結果支持以下假設：論點品質與來源可信度均增強了社群媒體上有關二手服裝購買的資訊有用性，進而對態度、主觀規範與感知行為控制產生正向影響，最終驅動購買意圖。然而，文化差異展現了比預期更為複雜的動態。儘管理論相關假設得到了支持，文化假設的結果則顯示出混合的結果，其中兩項調節假設意外地出現反向支持的情況。資訊有用性對主觀規範的影響以及態度對購買意圖的影響，在俄羅斯的效果比在台灣更強，挑戰了研究的初始預期。這表明當地文化因素，例如社會結構與權威人物的影響，可能以與理論預測不一致的方式影響消費者行為。這凸顯了社群媒體作為促進永續消費的通用工具的重要性，同時強調在制定行銷策略時，必須考慮文化差異。本研究為政策制定者與行銷人員提供了重要見解，有助於其在不同文化背景下善用社群媒體，推動永續消費的實踐。
As social media continues to grow and communication technologies advance, they play an increasingly important role in shaping consumer behavior and purchasing decisions. Social media, in particular, has become a primary source of information for consumers, who turn to it for recommendations, reviews, and information gathering. This makes social media a powerful tool for encouraging sustainable consumption. Such shift has been particularly beneficial for the second-hand clothing market, as eco-conscious consumers seek alternatives to fast fashion. This study explores how social media influences second-hand clothing consumption through the integration of the Information Adoption Model (IAM) and the Theory of Planned Behavior (TPB), with a cross-cultural comparison between Taiwan and Russia. An online survey with 606 valid responses assesses the relationships between IAM constructs (argument quality, source credibility, and information usefulness) and TPB constructs (attitude, subjective norms, perceived behavioral control, and purchase intention). The results support the hypotheses that both argument quality and source credibility enhance the information usefulness on social media regarding second-hand clothing purchases, which positively influences attitude, subjective norms, and perceived behavioral control, ultimately driving purchase intention. Cultural differences, however, revealed more complex dynamics than anticipated. While the theoretical hypotheses were supported, the cultural hypotheses yielded mixed results, with two moderation hypotheses unexpectedly reversed (supported in the opposite direction). Specifically, the positive influence of information usefulness on subjective norms and attitude’s positive impact on purchase intention was stronger in Russia than in Taiwan, challenging initial expectations. This suggests that local cultural factors, such as social structures and the influence of authority figures, shape consumer behavior in ways that may not align with theoretical expectations. These findings highlight the importance of social media as a universal tool for promoting sustainable consumption while underscoring the need to consider cultural nuances when developing marketing strategies. The study offers valuable insights for policymakers and marketers aiming to leverage social media in diverse cultural contexts to foster sustainable consumption practices. |
