중국 소비자의 위챗 이용이 지속가능한 패션 소비에 미치는 영향: 소비자의 환경지식에 따른 차이를 중심으로

This research studied the impact of Chinese consumers' use of WeChat on sustainable fashion consumption. To this end, the impact of Chinese consumers' social media use on social influence, and the effect of Social Influence on the Purchase Intention of Sustainable Fashion through Subjective Norm and Attitude were studied. In addition, we examined whether there is a difference in the impact of social media use on sustainable fashion purchase intention according to consumers' environmental knowledge. In this study, a survey was conducted with Chinese consumers, and a total of 391 responses were used for the final analysis. For hypothesis verification, Structure Equation Analysis and Multigroup Path Analysis were conducted. As a result, Social Media Use turned out to have a positive effect on Social Influence, Social Influence had a positive effect on Subjective Norms and Attitudes, Subjective Norms had a positive effect on Attitudes, and Attitudes had a positive effect on Sustainable Fashion Purchase Intentions. The result of comparing high environmental knowledge group with low environmental knowledge group showed, that Social Media Use had a positive effect on social influence, and that Social Influence had a positive effect on subjective norms and attitudes in the high environmental knowledge group, while there were not significant results in these pathways in the low environmental knowledge group. This study has academic significance in that it examines the role and direction of social media in sustainable fashion consumption and the Moderating effect of environmental knowledge, which is a characteristic of consumers. It also has practical significance in that it suggests what fashion brands in the Chinese market should do for the production and consumption of sustainable fashion products in the future.