| 3,752 | 81 | 1198 |
| 下载次数 | 被引频次 | 阅读次数 |
文章基于S-O-R模型,以自我一致性为中介变量,认知风格为调节变量,构建了外部线索对消费者绿色品牌购买意愿影响的概念模型,并利用550个消费者样本数据对相关假设进行检验。研究结果表明:外部线索对自我一致性有正向影响,创新型认知风格在其中具有正向调节作用;自我一致性对消费者绿色品牌购买意愿有正向影响,并在外部线索对消费者绿色品牌购买意愿的影响中有中介作用;创新型认知风格负向调节了理想自我一致性在外部线索和消费者绿色品牌购买意愿之间的中介作用。
Abstract：Based on the S- O- R model,with the self-consistency as the mediate variable,and the cognitive style as the moderate variable,this paper constructs a theoretical model for the effect of the external cues on consumer green brand purchase intention. The model was supported by analyzing the data collected from 550 consumers. The results are as follows: external cues have a positive effect on the self-consistency,and creative cognitive style positively moderates the relationship of them; selfconsistency which has a positive effect on the consumer's purchase intention for green brands plays a mediating role between external cues and purchase intention; creative cognitive style negatively moderates the mediating role of ideal self-consistency between external cues and the consumer's purchase intention for green brands.
[1]王新新,杨德锋.基于线索利用理论的感知质量研究[J].经济研究导刊,2007(4):97-102.
[2]孙习祥,陈伟军.消费者绿色品牌真实性感知指标构建与评价[J].系统工程,2014(12):92-96.
[3]张启尧,孙习祥.基于消费者视角的绿色品牌价值理论构建与测量[J].北京工商大学学报:社会科学版,2015(4):85-92.
[4]郭锐,李伟,严良.漂绿后绿色品牌信任重建战略研究:基于CBBE模型和合理性视角[J].中国地质大学学报:社会科学版,2015(3):28-38.
[5]COX D F.The Sorting Rule Model of the Consumer Product Evaluation Process[M]∥COX D F.Risk Taking and Information Handling in Consumer Behavior.Boston:Graduate School of Business Administration,Harvard University,1967:324-369.
[6]OLSON J C,JACOBY J.Cue Utilization in the Quality Perception Process[C]∥VENKATES AN M.Proceedings of the Third Annual Conference of the Association for Consumer Research.Chicago:Assoaiction for Consumer Research,1972:167-179.
[7]WOODSIDE A G.Consumer Evaluations of Competing Brands:Perceptual versus Predictive Validity[J].Psychology&Marketing,2012,29(6):458-466.
[8]DELGADO-BALLESTER E,HERNANDEZ-ESPALLARDO M,RODRIGUEZ-OREJUELA A.Store Image Influences in Consumers'Perceptions of Store Brands:The Moderating Role of Value Consciousness[J].European Journal of Marketing,2014,48(9/10):1850-1869.
[9]江林,郝婕.品牌相似性对超市自有品牌感知质量的影响研究——基于外部线索的自有品牌与全国性品牌比较[J].首都经济贸易大学学报,2010,12(4):63-71.
[10]李健生,赵星宇,杨宜苗.外部线索对自有品牌购买意愿的影响:感知风险和信任的中介作用[J].经济问题探索,2015(8):44-51.
[11]HARTMANN P,APAOLAZA IBN~EZ V,FORCADA SAINZ F J.Green Branding Effects on Attitude:Functional versus Emotional Positioning Strategies[J].Marketing Intelligence&Planning,2005,23(1):9-29.
[12]EWING D R,ALLEN C T,EWING R L.Authenticity as Meaning Validation:An Empirical Investigation of Iconic and Indexical Cues in a Context of“Green”Products[J].Journal of Consumer Behaviour,2012,11(5):381-390.
[13]仇立.基于绿色品牌的消费者行为研究[D].天津:天津大学管理与经济学部,2012:54-121.
[14]刘呈庆.绿色品牌发展机制实证研究[D].济南:山东大学经济学院,2010:75-108.
[15]王财玉.消费决策的特质论、情境论及应用[J].广东工业大学学报:社会科学版,2013(3):74-79.
[16]RIDING R J.On the Nature of Cognitive Style[J].Educational Psychology,1997,17(1/2):29-49.
[17]张剑渝,杜青龙.参考群体、认知风格与消费者购买决策——一个行为经济学视角的综述[J].经济学动态,2009(11):83-86.
[18]劳可夫.消费者创新性对绿色消费行为的影响机制研究[J].南开管理评论,2013(4):106-113.
[19]KIRTON M.Adaptors and Innovators:A Description and Measure[J].Journal of Applied Psychology,1976,61(5):622-629.
[20]FOXALL G R.The Influence of Cognitive Style on Consumers'Variety Seeking among Food Innovations[J].British Food Journal,1993,95(9):32-36.
[21]MEHRABIAN A,RUSSELL J A.An Approach to Environmental Psychology[M].Cambridge:MIT Press,1974:65-77.
[22]王财玉.消费者自我-品牌联结的内涵、形成机制及影响效应[J].心理科学进展,2013(5):922-933.
[23]BROCKNER J.Self-esteem at Work:Research,Theory,and Practice[M].Lexington,MA:Lexington Books,1988:137-159.
[24]PIERCE J L,GARDNER D G.Self-esteem within the Work and Organizational Context:A Review of the Organization-based Self-esteem Literature[J].Journal of Management,2004,30(5):591-622.
[25]SIRGY M J,GREWAL D,MANGLEBURG T.Retail Environment,Self-congruity,and Retail Patronage:An Integrative Model and a Research Agenda[J].Journal of Business Research,2000,49(2):127-138.
[26]HAHNEL U J,ARNOLD O,WASCHTO M,et al.The Power of Putting a Label on It:Green Labels Weigh Heavier than Contradicting Product Information for Consumers'Purchase Decisions and Post-purchase Behavior[J].Frontiers in Psychology,2015,6(9):1-17.
[27]SRINIVASAN V,PARK C S,CHANG D R.An Approach to the Measurement,Analysis,and Prediction of Brand Equity and Its Sources[J].Management Science,2005,51(9):1433-1448.
[28]张珣,徐彪,彭纪生.来源国形象、企业形象对消费者购买意愿的影响研究[J].财贸研究,2013(6):123-132.
[29]AAKER J L.The Malleable Self:The Role of Self-expression in Persuasion[J].Journal of Marketing Research,1999,36(1):45-57.
[30]SIRGY M J,GREWAL D,MANGLEBURG T F,et al.Assessing the Predictive Validity of Two Methods of Measuring Selfimage Congruence[J].Journal of the Academy of Marketing Science,1997,25(3):229-241.
[31]应爱玲,朱金福.消费者真实/理想自我概念与品牌个性一致性对品牌偏好的影响研究——以高端教育产品为例[J].数理统计与管理,2007(6):971-976.
[32]CHEKIMA B,WAFA S A W S K,IGAU O A,et al.Examining Green Consumerism Motivational Drivers:Does Premium Price and Demographics Matter to Green Purchasing?[J].Journal of Cleaner Production,2016,112(2):3436-3450.
[33]JANG Y J,KIM W G,LEE H Y.Coffee Shop Consumers'Emotional Attachment and Loyalty to Green Stores:The Moderating Role of Green Consciousness[J].International Journal of Hospitality Management,2015,44(4):146-156.
[34]HAHNEL U J J,ORTMANN C,KORCAJ L,et al.What is Green Worth to You?Activating Environmental Values Lowers Price Sensitivity Towards Electric Vehicles[J].Journal of Environmental Psychology,2014,40(2):306-319.
[35]HAHNEL U J J,GLZ S,SPADA H.How Does Green Suit Me?Consumers Mentally Match Perceived Product Attributes with Their Domain-specific Motives When Making Green Purchase Decisions[J].Journal of Consumer Behaviour,2014,13(5):317-327.
[36]王长征,周学春.象征型品牌的效应——从意义到忠诚[J].管理科学,2011(4):41-53.
[37]刘力,陈浩,韦瑛.文化接近性对潜在游客目的地态度和旅游意向的影响研究——基于自我一致性理论视角[J].资源科学,2014(5):1062-1072.
[38]USAKLI A,BALOGLU S.Brand Personality of Tourist Destinations:An Application of Self-congruity Theory[J].Tourism Management,2011,32(1):114-127.
[39]贺爱忠,李希凤.零售商店绿色产品类别对消费者惠顾意愿的影响研究[J].商业经济与管理,2016(2):5-17.
[40]KHARE A.Influence of Green Self-identity,Past Environmental Behaviour and Income on Indian Consumers'Environmentally Friendly Behaviour[J].Journal of Global Scholars of Marketing Science,2015,25(4):379-395.
[41]BHATE S,LAWLER K.Environmentally Friendly Products:Factors that Influence Their Adoption[J].Technovation,1997,17(8):457-465.
[42]OZAKI R.Adopting Sustainable Innovation:What Makes Consumers Sign Up to Green Electricity?[J].Business Strategy and the Environment,2011,20(1):1-17.
[43]AILAWADI K L,LEHMANN D R,NESLIN S A.Market Response to a Major Policy Change in the Marketing Mix:Learning from Procter&Gamble's Value Pricing Strategy[J].Journal of Marketing,2001,65(1):44-61.
[44]HUSTED B W,RUSSO M V,MEZA C E B,et al.An Exploratory Study of Environmental Attitudes and the Willingness to Pay for Environmental Certification in Mexico[J].Journal of Business Research,2014,67(5):891-899.
[45]LOCKIE S,LYONS K,LAWRENCE G,et al.Eating‘Green':Motivations Behind Organic Food Consumption in Australia[J].Sociologia Ruralis,2002,42(1):23-40.
[46]KOSCHATE-FISCHER N,DIAMANTOPOULOS A,OLDENKOTTE K.Are Consumers Really Willing to Pay More for a Favorable Country Image?A Study of Country-of-origin Effects on Willingness to Pay[J].Journal of International Marketing,2012,20(1):19-41.
[47]SIRGY M J,SU C.Destination Image,Self-congruity,and Travel Behavior:Toward an Integrative Model[J].Journal of Travel Research,2000,38(4):340-352.
[48]ZEITHAML V A,BERRY L L,PARASURAMAN A.The Behavioral Consequences of Service Quality[J].Journal of Marketing,1996,60(2):31-46.
[49]HAYES A F.Introduction to Mediation,Moderation,and Conditional Process Analysis:A Regression-based Approach[J].Journal of Educational Measurement,2013,51(3):335-337.
[50]温忠麟,叶宝娟.有调节的中介模型检验方法:竞争还是替补?[J].心理学报,2014(5):714-726.
基本信息:
DOI：10.14134/j.cnki.cn33-1336/f.2016.11.005
中图分类号:F713.55;F273.2
引用信息:
[1]张启尧,孙习祥,才凌惠.外部线索对消费者绿色品牌购买意愿影响研究:认知风格的调节作用[J].商业经济与管理,2016,No.301(11):46-59.DOI:10.14134/j.cnki.cn33-1336/f.2016.11.005.
基金信息:
国家自然科学基金项目(71172042)