臺灣博碩士論文加值系統

循環時尚是一種相對較新的時尚模式，在消費者和研究人員中越來越受歡迎。 因此，本研究旨在調查監管重點如何影響消費者對循環時尚服裝的購買意向。 更具體地說，它如何影響循環時尚中最可持續的兩個子類別升級再造和二手服裝的購買意向。 此外，本研究還試圖檢驗獨特性需求 (NFU) 和環境意識的中介效應。 結果表明，監管重點直接影響二手服裝的購買意願。 儘管如此，與我的預測相反，以預防為導向的消費者的 NFU 高於以促銷為導向的消費者。 此外，當包括中介效應時，沒有顯著影響。 因此，這意味著在服裝方面，高度的環保意識傾向並不是消費行為的主要驅動力。 這項研究提供了有關綠色消費驅動因素的重要信息，因為它是 NFU，可以指導循環時尚行業的營銷經理產生足夠的廣告。

Circular fashion is a relatively new fashion model that is increasing in popularity among consumers, as well as researchers. Thus, this study aims to investigate how regulatory focus influences consumers’ purchase intention of circular fashion clothing. More specifically how does it affects the purchase intention of upcycled and second-hand clothing, the two most sustainable subcategories among circular fashion. Furthermore, this study also seeks to examine the mediation effect of the need for uniqueness (NFU) and environmental consciousness. Results show that regulatory focus directly affects the purchase intention of second-hand clothing. Nonetheless, opposite to my predictions, prevention-oriented consumers showed to have a higher NFU than promotion-oriented ones. Furthermore, when the mediation effect was included, there is no significant effect. Thus, it is implied that a high environmental consciousness tendency is not a main driver for consumption behavior when it comes to clothing. This study provides important information on drivers for green consumption, as it is NFU, serving as guidance to marketing managers in the circular fashion industry to generate adequate advertising.

INTRODUCTION 1
1.1 Background 1
1.2 Research Gap 3
1.3 Research Purpose 4

THEORETICAL BACKGROUND AND HYPOTHESES DEVELOPMENT 6
2.1 Circular Fashion 6
2.2 Regulatory Focus 10
2.2.1 Regulatory Focus and Circular Fashion 13
2.3 Need for Uniqueness 16
2.3.1 Promotion Orientation and the Need For Uniqueness 18
2.4 Environmental Consciousness 19
2.4.1 Prevention Orientation and Environmental Consciousness 21

METHODOLOGY 25
3.1 Sample and Data collection 25
3.2 Measurements 27
3.2.1 Independent Variable 28
3.2.1.1 Regulatory Focus 28
3.2.2 Mediators 30
3.2.2.1 Need for Uniqueness 30
3.2.2.2 Environmental Consciousness 31
3.2.3 Dependent Variable 32
3.2.3.1 Purchase Intention 32
3.2.4. Control Variables 32

RESULTS 33
4.1. Hypotheses Testing 33
4.1.1 One-way ANOVA: Regulatory Focus effect on Purchase Intention 34
4.2 One-way ANOVA: Regulatory Focus Effect on NFU and Environmental Consciousness. 38
4.3 Process Macro Model 4: Results 44

CONCLUSION 46
5.1 General Discussion 46
5.2 Theoretical Implications 49
5.3 Managerial Implications 50
5.4 Limitations and Future Directions 51

REFERENCES 52
APPENDIX A: Short definition of second-hand and upcycled clothing. 64
APPENDIX B: Scales used to measure regulatory focus, NFU, and environmental consciousness. 66

TABLES
Table 4. Descriptive of One ANOVA: Regulatory Focus Effect on Purchase Intention. 34
Table 5. Correlations 36
Table 6. Results of ANOVA: Regulatory Focus Effect on Purchase Intention. 38
Table 7. Descriptive ANOVA: Regulatory Focus Effect on NFU & Environmental Consciousness. 40
Table 8. Results ANOVA: Regulatory Focus Effect on NFU & Environmental Consciousness. 41
Table 9. Descriptive of ANOVA of combined samples: Regulatory Focus Effect on NFU & Environmental Consciousness. 42
Table 10. Results of ANOVA of combined samples: Regulatory Focus Effect on NFU & Environmental Consciousness. 43
Table 11. Total, direct, and indirect effects of the model. 45

FIGURES
Figure 1. Research framework. 24

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