绿色产品重复购买意向研究——基于广告诉求方式的调节效应
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摘要
基于绿色感知价值和印象管理动机理论,通过准实验方法,揭示了消费者绿色产品重复购买意向的影响因素。研究表明:(1)绿色感知价值在绿色价值与情感价值两维度方面正向影响绿色产品重复购买意向;(2)印象管理动机在社会赞许愿望动机与自我建构动机两维度方面正向影响绿色产品重复购买意向;(3)广告诉求方式在消费者绿色感知价值及印象管理动机对绿色产品重复购买意向的影响中起调节作用。
Based on the theory of green perceived value and impression management motivation,this paper reveals the influencing factors of consumers' repeated purchase intentions of green products through quasi-experimental method. Result shows that: green perceived value has positive influence on repeat purchase intention of green product in two dimensions of green value and emotional value. Impression management motivation has positive influence on repeated purchase intention of green products in the two dimensions of desire motive of social praise and motivation of self-construction. The way of advertising appeal plays a regulatory role in the influence on repeated purchase intention of green products from consumer green perceived value and impression management motivation.
Based on the theory of green perceived value and impression management motivation,this paper reveals the influencing factors of consumers' repeated purchase intentions of green products through quasi-experimental method. Result shows that: green perceived value has positive influence on repeat purchase intention of green product in two dimensions of green value and emotional value. Impression management motivation has positive influence on repeated purchase intention of green products in the two dimensions of desire motive of social praise and motivation of self-construction. The way of advertising appeal plays a regulatory role in the influence on repeated purchase intention of green products from consumer green perceived value and impression management motivation.
引文
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[2]王国猛,黎建新,廖水香.个人价值观、环境态度与消费者绿色购买行为关系的实证研究[J].软科学,2010(4):135-140.
[3]Christian S,Elmar K,Markus G,Rudolf V.Innovation Diffusion of Repeat Purchase Products in a Competitive Market:An AgentBased Simulation Approach[J].European Journal of Operational Research,2015(1):157-167.
[4]Chen Y-S,Chang C-H.Enhance Green Purchase Intentions:The Roles of Green Perceived Value,Green Perceived Risk,and Green Trust[J].Management Decision,2012(3):502-520.
[5]Grant A M,Mayer D M.Good Soldiers and good Actors:Prosocial and Impression Management Motives as Interactive Predictors of Affiliative Citizenship Behaviors[J].Journal of Applied Psychology,2009(4):900-912.
[6]吴波.绿色消费研究评述[J].经济管理,2014(11):178-189.
[7]Ariffina S,Yusofa J M,Putita L,et al.Factors Influencing Perceived Quality and Repurchase Intention towards Green Products[J].Procedia Economics and Finance,2016(1):391-396.
[8]Ottman J A.The Five Simple Rules of Green Marketing[J].Design Management Review,2008(2):434-478.
[9]Zhuang W,Cumiskey K J,Xiao Q,et al.The Impact of Perceived Value on Behavior Intention:An Empirical Study[J].Journal of Global Business Management,2010(2):1-7.
[10]Finkelstein M A,Penner L A.Predicting Organizational Citizenship Behavior:Integrating the Functional and Role Identity Approaches[J].Social Behavior and Personality,2004(4):383-398.
[11]Goffman E.The Presentation of Self in Everyday Life[M].Doubleday Anchor,1959.
[12]Baumeister R F.A Self-Presentational View of Social Phenomena[J].Psychological Bulletin,1982(10):3-26.
[13]Lee C.Modifying an American Consumer Behavior Model for Consumers in Confucian Culture:The Case of Fishbein Behavioral Intentions Model[J].Journal of International Consumer Marketing,1990(1):27-50.
[14]金立印.好人爱环保?洞悉社会认同的力量[J].金融博览,2010(10):20-21.
[15]Mahsa A.Different Impacts of Advertising Appeals on Advertising Attitude for High and Low Involvement Products[J].Global Business Review,2015(3):478-493.
[16]Zhang H X,Sun J,Liu F,et al.Be Rational or be Emotional:Advertising Appeals,Service Types,and Consumer Responses[J].European Journal of Marketing,2014(11):2105-2126.
[17]陈东.不同广告诉求方式下的消费者品牌感知价值与品牌认同的关系研究[D].西南财经大学,2014.
[18]张初兵,侯如靖.自我概念一致性对网商品牌忠诚影响的实证研究——品牌认同及承诺的中介作用[J].软科学,2013(4):136-140.
[19]Page T J,Esther T,Maria P H.The Memory Impact of Commercials Varying in Emotional Appeal and Product Involvement[M].Greenwood Press,1990.
[20]Laskey H A,Richard J F,Melvin R C.The Relationship between Advertising Message Strategy and Television Commercial Effectiveness[J].Journal of Advertising Research,1995(2):31-39.
[21]Sirgy M J,Johar J S,Samli A C.Self-Congruity versus Functional Congruity:Predictors of Consumer Behavior[J].Journal of the Academy of Marketing Science,1991(4):363-363.
[22]Hellier P K,Geursen G M,Carr R A,et al.Customer Repurchase Intention:A General Structural Equation Model[J].European Journal of Marketing,2003(11):1762-1800.