중국 중고 패션플랫폼 이용자의 소비가치 및 쇼핑성향이 구매의도에 미치는 영향 : VBN이론을 기반으로 = The Influence of Consumer Values and Shopping Orientation on Purchase Intention among Users of Chinese Second-hand Fashion Platforms

다국어 초록 (Multilingual Abstract)

In recent years with the rapid development of China’s e-commerce industry and the spread of consumerism online shopping has become an integral part of everyday life and both the overall level of consumption and the frequency of purchases have significantly increased across society. However such expansion of consumption has led to excessive purchasing beyond actual demand thereby intensifying the accumulation of idle goods and aggravating the problem of resource waste. The fashion industry in particular represents one of the most notable sectors where overconsumption is most clearly manifested. A large amount of clothing is discarded after a short usage period causing environmental pollution and resource depletion. Consequently the importance of resource recycling and the practice of sustainable consumption have been increasingly emphasized throughout society. Meanwhile as China’s macroeconomic structure has shifted from a stage of rapid growth to one of stable growth consumers’ perceptions of consumption have also changed—from material ownership-oriented to more rational and sharing-oriented forms. Within this social transformation second-hand fashion trading platforms have emerged as a new economic model that promotes the circulation and reuse of idle resources. These platforms based on digital technology integrate transaction matching credit evaluation and logistics systems to efficiently connect sellers and buyers thereby addressing the credibility problems inherent in offline transactions. Moreover they provide consumers with reasonable prices and a wide range of product choices simultaneously satisfying economic rationality and individualistic consumption. Therefore this study recognizes the need to conduct an in-depth analysis of how the consumer values and shopping orientations of users of Chinese second-hand fashion platforms influence their purchase intentions. Based on the Value-Belief-Norm (VBN) theory this research aims to empirically examine the effects of consumer values and shopping orientations on purchase intention among female users in their twenties and thirties who use second-hand fashion platforms in Shanghai and Shenyang. Furthermore by analyzing how the main components of the VBN theory-personal values personal beliefs and personal norms-affect purchase intention through consumer values and shopping orientations this study seeks to reveal the process by which individuals’ internal value systems are transformed into actual consumption behavior. In addition this research provides empirical evidence that can assist second-hand fashion platforms and related enterprises in establishing user management and marketing strategies centered on sustainability while also laying a theoretical and empirical foundation for future research in this field. To achieve these research objectives this study conducted a comprehensive review of domestic and international literature and prior studies establishing the VBN theory as its theoretical foundation. On this basis theoretical grounds were formulated to explain the relationships among consumer values (functional social-ethical emotional and environmental) shopping orientations (thrift-oriented environmentaland public-interest-oriented and vintage-style preference-oriented) and purchase intention Drawing on this theoretical discussion an empirical study was conducted to construct the research model and establish research hypotheses to verify the causal relationships among variables. For this purpose a survey was conducted among women in their twenties and thirties residing in Shanghai (a first-tier city) and Shenyang (a second-tier city) who have experience using second-hand fashion platforms. The survey was carried out from August 28 to September 8 2025 through the online survey platform Wenjuanxing. A total of 808 questionnaires were distributed and after excluding 56 incomplete or unfaithful responses 752 valid samples were finally collected and used for empirical analysis. The collected data were analyzed using SPSS 26.0 and AMOS 26.0. The survey data were first analyzed through frequency analysis to identify the demographic characteristics of the respondents. The reliability and validity of the measurement items were verified through Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA). Next correlation analysis was conducted to examine the degree of association among the major variables and to check for possible multicollinearity. Subsequently Structural Equation Modeling (SEM) was employed to test the research hypotheses and empirically analyze causal relationships and regional differences. Finally based on the results of empirical statistical analyses the practical implications limitations and directions for future research were summarized. The results of this study are as follows. First, the independent variables of this study consist of the core components of the VBN theory—personal values, personal beliefs, and personal norms. The mediating variables include consumer values (functional value, social–ethical value, emotional value, and environmental value) and shopping tendencies (economically oriented shopping tendency, environmentally ethical shopping tendency, and retro-style preference shopping tendency). The dependent variable is purchase intention. To empirically verify the causal relationships among the variables, Structural Equation Modeling (SEM) was employed. The reliability and validity of all latent constructs met statistical standards, and the overall model exhibited good fit. Second, the three elements of the VBN theory exerted significant positive effects on the formation of consumer values. Personal values positively influenced functional value, social–ethical value, emotional value, and environmental value, indicating that they enhance consumers’ overall value perceptions. Meanwhile, personal beliefs and personal norms showed significant positive impacts on social–ethical, emotional, and environmental values, but not on functional value. This suggests that personal beliefs and norms primarily affect social, ethical, emotional, and pro-environmental dimensions rather than utilitarian aspects. Third, the three components of the VBN theory also had significant positive effects on shopping tendencies. In particular, economically oriented shopping tendencies and environmentally ethical shopping tendencies were positively influenced, indicating that individuals’ internal value systems and normative awareness promote frugal and eco-friendly consumption behaviors. However, the effect on retro-style preference tendencies was not significant, implying that such tendencies are more affected by personal aesthetic preferences or sensitivity to fashion trends rather than VBN-related factors. Fourth, consumer values had significant positive effects on purchase intention. All four sub-dimensions—functional, social–ethical, emotional, and environmental value—significantly increased purchase intention. This indicates that the more consumers value practicality, ethical responsibility, emotional satisfaction, and environmental responsibility, the stronger their intention to purchase second-hand fashion products. Fifth, shopping tendencies also had significant positive impacts on purchase intention. Economically oriented shopping tendencies and retro-style preference tendencies significantly enhanced purchase intention, whereas environmentally ethical shopping tendencies did not. This indicates that shopping tendencies serve as important predictors of consumers’ purchasing behaviors. Sixth, the analysis of the relationship between consumer values and shopping tendencies showed that consumer values exert significant positive effects on shopping tendencies, and several hypotheses were supported. Functional value significantly influenced only economically oriented shopping tendencies; social–ethical value significantly influenced both economically oriented and retro-style preference tendencies. Meanwhile, emotional value and environmental value exhibited significant positive impacts on most shopping tendencies, indicating broader influence. Finally, the overall VBN theoretical framework demonstrated significant positive effects on purchase intention. The higher the levels of personal values, personal beliefs, and personal norms, the stronger the consumers’ purchase intentions. This result empirically validates the process through which individuals’ internal value systems are translated into purchase behaviors through the mediating roles of consumer values and shopping tendencies. Based on these hypothesis verification results the implications of this study are as follows. First this study emphasizes the importance of marketing strategies centered on consumer value orientations. Functional social-ethical emotional and environmental values were all found to significantly affect consumption behavior indicating that platforms should strengthen storytelling and socially empathetic marketing that reflect these values. Second the concept of sustainable consumption that integrates frugality and environmental protection has been highlighted. The findings confirm that the pursuit of reasonable pricing and environmental awareness can coexist implying that strategies combining economic efficiency and ecological value are particularly effective. Third in terms of brand and product design it is necessary to reinforce value-oriented consumption factors. Emphasizing sustainable design social responsibility and emotional satisfaction can enhance brand attitude and purchase intention. Fourth differentiated approaches based on consumers’ shopping orientation types are required. Customized marketing strategies should be developed to reflect the characteristics of diverse consumer groups such as thrift-oriented environmental/public-interest-oriented and vintage-style preference consumers. Fifth the integrated structure linking consumer values shopping orientations and purchase intention has been empirically verified demonstrating that emotional and social factors play key mediating roles in transforming internal values into purchasing behavior. Sixth the study underscores the importance of strengthening personal moral beliefs and social responsibility. Companies should internalize ethical consumption and eco-friendly brand images while governments should promote a sustainable consumption culture through institutional support and education. Despite obtaining meaningful results through empirical analysis this study has several limitations. First the survey sample was limited to women in their twenties and thirties residing in Shanghai and Shenyang which restricts the generalizability of the results to the broader Chinese population. Second some conceptual meanings might have been partially altered during the process of translating the Chinese questionnaire items into Korean. Third since this study primarily relied on quantitative analysis it might not fully capture consumers’ actual experiences and perceptual changes and factors such as platform trust or social influence were not included. Moreover the use of cross-sectional data makes it difficult to measure changes in consumer values and behaviors over time. Therefore future studies should expand the sample to include a wider range of regions and age groups and adopt a mixed-methods approach combining quantitative and qualitative analyses to provide a more comprehensive understanding of the values beliefs and behaviors of second-hand fashion consumers.

국문 초록 (Abstract)

최근 중국 전자상거래의 급속한 발전과 소비주의의 확산으로 인해 온 라인 쇼핑은 일상화되었으며 사회 전반의 소비수준과 구매빈도 또한 크 게 향상되었다. 그러나 이러한 소비 확대는 실질적 수요를 초과한 과잉 구매 현상을 유발하여 유휴 물품의 누적과 자원 낭비 문제를 심화시켰 다. 특히 패션산업은 이와 같은 과소비 현상이 가장 뚜렷하게 드러내는 대표적 업종으로 다량의 의류가 짧은 사용 주기를 거쳐 폐기되면서, 환 경오염과 자원고갈 문제를 초래하고 있다. 이러한 사회적 분위기에 따라 자원의 재활용과 지속가능한 소비 실천의 중요성이 사회 전반에서 강조 되고 있다. 한편, 중국의 거시경제 구조가 고속 성장에서 안정 성장 단계로 전환 됨에 따라 소비자들의 소비에 대한 가치관 역시 물질적 소유 중심에서 합리적·공유적 소비로 변화하고 있다. 이러한 사회적 변화 속에서 등장 한 중고 패션플랫폼은 유휴 자원의 순환 이용을 촉진하는 새로운 경제 모델로 부상하였다. 중고 패션플랫폼은 디지털 기술을 기반으로 한 거래 매칭 신용 평가 및 물류 체계를 통합함으로써 판매자와 구매자를 효율적으로 연결하고 기존 오프라인 거래의 신뢰 문제를 해소하였다. 또한 구매자에게는 합리적인 가격과 다양한 제품 선택의 기회를 제공함으로써 경제성과 개성적 소비를 동시에 충족시키고 있다. 따라서 본 연구는 중국 중고 패션플랫폼 이용자의 소비가치와 쇼핑성 향이 구매의도에 어떠한 영향을 미치는지에 대하여 보다 심층적인 연구 를 수행할 필요가 있다고 판단하였다. 이에 VBN이론을 기반으로 중국의 상하이(上海)와 선양(沈阳) 지역의 20~30대 여성 중고 패션플랫폼 이용 경험자를 대상으로 소비가치와 쇼핑 성향이 구매의도에 미치는 영향을 실증적으로 규명하고자 한다. 나아가 VBN이론의 주요 구성요소인 개인가치·개인신념·개인규범이 소비가치 와 쇼핑성향을 매개로 구매의도에 어떠한 영향을 미치는지 분석함으로써 개인의 내면적 가치체계가 실제 소비행동으로 전환되는 과정을 밝히고자 한다. 또한 본 연구를 통해 중고 패션플랫폼과 관련 기업이 지속가능성 을 중심으로 하는 정밀한 사용자 운영과 마케팅 전략을 수립할 수 있도 록 실증적 근거를 제공하고 동시에 향후의 관련 연구를 위한 이론적·실 증적 기반을 마련하고자 한다. 본 연구목적 달성을 위해 국내외 다양한 문헌과 선행연구를 종합적으 로 검토하여 VBN이론을 이론적 기반으로 설정하였다. 이를 토대로 소비 가치와 쇼핑성향 그리고 구매의도 간의 관계에 대한 이론적 근거를 마련 하였다. 이러한 이론적 논의를 기반으로 실증연구를 수행하여 연구모형 을 설정하고 변수 간의 인과적 관계를 검증하기 위한 연구가설을 수립하 였다. 이를 위하여 본 연구는 연구목적에 부합하도록 중국의 1선 도시인 상하이와 2선 도시인 선양 지역의 중고 패션플랫폼 이용 경험이 있는 20~30대 여성을 대상으로 설문조사를 실시하였다. 조사는 2025년 6월 28일부터 7월 8일까지 진행되었으며, 온라인 설문 조사 플랫폼인(问卷星)을 활용하여 배포하였다. 총 808부의 설문지를 배포하였고 이 중 응답이 불성실하거나 불완전한 56부를 제외한 752부를 최종 유효 표본으로 확보하여 실증분석에 사용하 였다. 수집된 자료는 SPSS 26.0과 AMOS 26.0을 이용하여 실증분석을 수 행하였다. 설문자료는 빈도분석을 통해 표본의 인구통계적 특성을 파악하고 탐색 적 요인분석(EFA)과 확인적 요인분석(CFA)을 통해 측정항목의 신뢰성과 타당성을 검증하였다. 이어서 변수 간 관계를 파악하기 위해 상관분석을 실시하여 주요 변수들 간의 상관정도와 다중공선성 가능성을 확인하였다. 이후 구조방정식모형(SEM)을 이용하여 연구가설을 검증하고 변수 간의 영향관계 및 지역 간 차이를 실증적으로 분석하였다. 마지막으로 실증통계분석 결과를 바탕으로 연구결과의 현실적 의의와 본 연구의 한계 및 후속 연구의 과제를 정리하였다. 본 연구의 결과는 다음과 같다. 우선, 본 연구의 독립변수는 VBN이론의 핵심 구성요소인 개인가치, 개 인신념, 개인규범으로 구성되었으며 매개변수인 소비가치는 기능적 가 치, 사회윤리적 가치, 감정적 가치, 친환경적 가치의 네 가지 하위 요인 이 추출되었으며 쇼핑성향은 경제지향 쇼핑성향, 환경윤리지향 쇼핑성 향, 레트로 제품선호 쇼핑성향의 세 가지 하위 요인이 추출되었다. 종속변수는 구매의도로 구성되었으며 이러한 변수 간 인과적 관계를 실증적으로 검증하기 위해 구조방정식모형(SEM)을 활용하였다. 각 구성개념의 신뢰도와 타당도 검증 결과는 모두 기준치를 충족하였 으며 연구모형의 전반적인 적합도 또한 만족스러운 수준으로 나타났다. 둘째, VBN이론과 소비가치 간의 관계를 분석한 결과 VBN이론이 소비 가치에 정(+)의 영향을 미치는 것으로 나타나 부분적으로 가설이 채택되 었다. 개인가치는 기능적 가치를 포함하여 소비가치 전반에 유의한 정(+) 적 영향을 미치는 것으로 확인되었으나, 개인신념과 개인규범은 기능적 가치에 대해서는 유의하지 않아 기각되었고 사회윤리적 가치, 감정적 가 치, 친환경적 가치에는 유의한 정(+)적 영향을 미쳤다. 셋째, VBN이론과 쇼핑성향 간의 관계를 분석한 결과 VBN이론이 쇼핑 성향에 정(+)의 영향을 미치는 것으로 나타나 부분적으로 가설이 채택되 었다. 개인가치, 개인신념, 개인규범은 소비성향의 경제지향 쇼핑성향과 환경윤리지향 쇼핑성향에 대하여 모두 유의한 정(+)의 영향을 미쳤으며 레트로 제품선호 쇼핑성향에 대해서는 기각되었다. 넷째, 소비가치와 구매의도 간의 관계를 분석한 결과 소비가치가 구매 의도에 정(+)의 영향을 미치는 것으로 나타났다. 다섯째, 쇼핑성향과 구매의도 간의 관계를 분석한 결과 쇼핑성향이 구 매의도에 정(+)의 영향을 미치는 것으로 나타나 부분적으로 가설이 채택 되었다. 경제지향 쇼핑성향과 레트로 제품선호 쇼핑성향은 유의한 영향 을 미쳤으나, 환경윤리지향 쇼핑성향은 유의하지 않아 기각되었다. 여섯째, 소비가치와 쇼핑성향 간의 관계를 분석한 결과 소비가치가 쇼 핑성향에 정(+)의 영향을 미치는 것으로 나타나 부분적으로 가설이 채택 되었다. 기능적 가치는 경제지향 쇼핑성향에만 유의한 영향을 미쳤고, 사회윤리적 가치는 경제지향 및 레트로 제품선호 쇼핑성향에 유의한 영 향을 미쳤다. 반면 감정적 가치와 친환경적 가치는 대부분의 쇼핑성향에 유의한 정(+)의 영향을 미쳐 폭넓게 작용하는 것으로 나타났다. 마지막으로 VBN이론과 구매의도 간의 관계를 분석한 결과 VBN이론이 구매의도에 정(+)의 영향을 미치는 것으로 나타났다. 이와 같은 가설검증 결과를 바탕으로 본 연구의 시사점은 다음과 같다. 첫째, 본 연구는 소비자의 가치관을 중심으로 한 마케팅 전략의 중요 성을 제시하였으며 중고 패션플랫폼은 소비자의 가치지향을 반영한 스토 리텔링과 사회적 공감 기반의 마케팅을 강화할 필요가 있다. 둘째, 절약과 환경보호를 결합한 지속가능 소비 개념이 부각되었음을 확인할 수 있었는데 이는 소비자에게 경제성과 환경가치를 동시에 충족 시키는 전략이 효과적임을 시사한다. 셋째, 브랜드와 제품 설계에서는 가치지향적 소비요인을 강조함으로써 브랜드 태도와 구매의도를 높일 수 있음을 보여준다. 넷째, 소비자의 쇼핑성향 유형에 따른 차별화된 접근을 통해 다양한 소비자 집단의 특성을 반영한 맞춤형 마케팅 전략이 요구된다. 연구의 한계점으로써는 다음과 같다. 본 연구는 실증적 분석을 통해 의미 있는 결과를 도출하였으나 몇 가 지 한계를 지닌다. 우선 조사 대상이 상하이와 선양 지역의 20~30대 여 성으로 한정되어 있어 연구결과를 중국 전체 소비자에게 일반화하기에는 제약이 있다. 또한 설문 문항의 중국어 원문을 한국어로 번역·해석하는 과정에서 개념적 의미가 일부 상이하게 전달되었을 가능성이 존재한다. 더불어 본 연구는 정량적 분석을 중심으로 진행되어 소비자의 실제 경 험과 인식 변화를 충분히 반영하지 못하였으며 플랫폼 신뢰도나 사회적 영향 등 추가 요인을 포함하지 못했다는 점에서도 한계가 있다. 아울러 단면적 자료를 활용함으로써 시간의 흐름에 따른 소비자 가치 관이나 행동 변화는 측정하기 어려웠다. 향후 연구에서는 표본의 지역과 연령층을 확대하고 질적 연구를 병행한 혼합연구 접근을 통해 중고 패션 소비자의 가치·신념·행동을 보다 심층적으로 분석할 필요가 있다.

목차 (Table of Contents)

• Ⅰ. 서론
• 1. 연구배경 및 연구목적 ·········································································1
• 2. 연구방법 및 연구내용 ··········································································6
• 3. 연구흐름도 ······························································································8
• Ⅱ. 이론적 배경
• 1. 중국 중고 패션플랫폼 ·········································································9
• 가. 중고 패션플랫폼의 개념 ·······························································9
• 나. 중국 중고 패션플랫폼 이용자의 특성 ·····································14
• 다. 중국의 중고 패션플랫폼의 현황과 사례 ·································16
• 2. 소비가치 ·······························································································28
• 가. 소비가치의 개념 ···········································································28
• 나. 소비가치의 유형 ···········································································31
• 다. 소비가치에 관한 선행연구 ·························································38
• 3. 쇼핑성향 ·······························································································43
• 가. 쇼핑성향의 개념 ···········································································43
• 나. 쇼핑성향의 유형 ···········································································47
• 다. 쇼핑성향에 관한 선행연구 ·························································52
• 4. 구매의도 ·······························································································56
• 가. 구매의도의 개념 ···········································································56
• 나. 구매의도에 관한 선행연구 ·························································59
• 5. VBN이론 ······························································································61
• 가. VBN이론의 개념 ············································································61
• 나. VBN이론의 구성요소 ····································································65
• Ⅲ. 연구설계
• 1. 연구의 개념적 모형 및 가설 ···························································72
• 가. 연구모형 ·························································································72
• 나. 연구가설 ·························································································73
• 2. 연구대상 및 측정도구 ·······································································81
• 가. 연구대상 ·························································································81
• 나. 측정도구 ·························································································82
• 3. 자료처리 및 분석 방법 ·····································································89
• Ⅳ. 실증분석
• 1. 표본의 특성 분석 ···············································································90
• 가. 인구통계학적 특징 ·······································································90
• 나. 일반적 특성 ···················································································94
• 다. 인구통계학적 변수에 따른 연구 변수의 차이 검증 ·············98
• 2. 신뢰성 및 타당성 분석 ···································································104
• 가. 측정의 신뢰성 분석 ···································································104
• 나. 변수의 구성타당성 분석 ···························································105
• 다. 확인적 요인분석 ·········································································112
• 3. 상관관계 분석 ···················································································116
• 4. 가설검증 ·····························································································119
• Ⅴ. 결론
• 1. 연구요약 및 연구시사점 ··································································128
• 가. 연구요약 ························································································128
• 나. 연구시사점 ····················································································131
• 2. 연구의 한계 및 향후 연구방향 ······················································134
• 참고문헌 ·································································································136
• 부록: 설문지(한국어 중국어) ···························································147
• Abstract ···································································································158
• 중국어 요약 ···························································································165