摘 要
随着循环经济理念的兴起和消费观念的转变，二手商品市场逐渐发展壮大，但消费者对二手商品的态度存在复杂性，这不仅影响着二手市场的规模和发展潜力，也关系到资源的有效利用和社会可持续发展，因此探究消费者对二手商品的态度具有重要的现实意义。本研究旨在深入剖析消费者对二手商品的态度及其影响因素，采用文献研究法梳理相关理论基础并借鉴已有研究成果，运用问卷调查法获取一手数据，共收集有效问卷1200份，覆盖不同年龄、性别、职业等群体以确保样本代表性。通过数据分析发现，消费者对二手商品的态度受到多种因素的影响，如价格优势是吸引消费者购买二手商品的重要因素，而质量担忧则是阻碍其购买的主要障碍，此外，环保意识、消费观念、社会认可度等因素也在不同程度上影响着消费者的态度。本研究创新地构建了消费者对二手商品态度的影响因素模型，为促进二手商品市场健康发展提供了理论依据，有助于企业制定精准营销策略，同时引导消费者树立正确的消费观念，推动绿色消费和可持续发展进程。
关键词：消费者态度 二手商品市场 影响因素模型
Abstract
With the rise of the circular economy concept and the transformation of consumption attitudes, the second-hand goods market has gradually expanded. However, consumers' attitudes toward second-hand goods are complex, influencing not only the scale and development potential of the second-hand market but also the effective utilization of resources and social sustainability. Therefore, investigating consumers' attitudes toward second-hand goods holds significant practical implications. This study aims to thoroughly analyze consumers' attitudes toward second-hand goods and their influencing factors. By employing literature review methods, it establishes a theoretical foundation and draws on existing research findings. Additionally, it uses survey methods to collect primary data, gathering 1200 valid questionnaires that cover diverse groups in terms of age, gender, occupation, etc., ensuring sample representativeness. Data analysis reveals that consumers' attitudes toward second-hand goods are influenced by multiple factors: price advantage is a crucial factor attracting consumers to purchase second-hand goods, while quality concerns serve as the primary barrier. Moreover, environmental awareness, consumption attitudes, and social acceptance also impact consumers' attitudes to varying degrees. Innovatively, this study constructs a model of influencing factors for consumers' attitudes toward second-hand goods, providing a theoretical basis for promoting the healthy development of the second-hand goods market. It aids enterprises in formulating precise marketing strategies and guides consumers in establishing correct consumption concepts, thereby advancing green consumption and the process of sustainable development.
Keyword:Consumer Attitude Second-hand Goods Market Influence Factors Model
目 录
1绪论 1
1.1消费者对二手商品态度的研究背景 1
1.2国内外研究现状综述 1
1.3研究方法与技术路线 2
2二手商品消费的心理因素分析 2
2.1消费者认知与感知价值 2
2.2态度形成的心理机制 3
2.3社会文化影响因素 3
3影响消费者态度的关键因素 4
3.1商品质量与信任建立 4
3.2价格敏感性与性价比考量 4
3.3购买渠道与便利性 5
4消费者行为模式与趋势预测 6
4.1购买决策过程分析 6
4.2消费者忠诚度研究 6
4.3未来发展趋势展望 7
结论 7
参考文献 9
致谢 10
