网络匿名性对在线年轻消费者绿色购买意愿的影响:一个有调节的中介模型

本文基于SOR理论,以绿色真实性为中介变量,调节定向为调节变量,构建了网络匿名性对在线年轻消费者绿色购买意愿影响的概念模型,并通过247份有效样本数据对相关假设进行检验。结果表明:网络匿名性对在线年轻消费者绿色购买意愿有显著正向影响;绿色真实性在网络匿名性和绿色购买意愿间有部分中介作用;促进定向正向调节绿色真实性的中介作用,而防御定向负向调节绿色真实性的中介作用。     

好评情境下口碑文本一致性对消费者购买意愿的影响

以认知评价理论为基础，本文探讨了好评情境下口碑文本一致性对消费者购买意愿的影响机制。通过二手数据的实证检验和两个实验，得出结论：口碑文本一致性对消费者的认知信任和购买意愿的正向影响显著，认知信任对消费者的购买意愿的正向影响显著。口碑文本一致性通过认知信任的中介效应对消费者购买意愿产生影响，并且该中介过程会受到品牌强度的调节作用。仅在品牌强度高的情境中，认知信任在口碑文本一致性和消费者购买意愿的关系中发挥完全中介效应。与此同时，品牌强度亦调节了口碑文本一致性对认知信任和购买意愿的影响。本文的研究结论不仅深化了口碑领域的相关研究，而且对企业的口碑营销实践工作提供了有价值的借鉴。     

文创产品创新对消费者购买意愿的影响——以故宫文创产品为例

虽然文创产品的热度不断升温,但是近年来文创产业的市场份额增幅却在下降,为探寻其原因,本文以感知价值为中介变量,以感知一致性为调节变量,研究文创产品创新对消费者购买意愿的影响机制。本文以最具有代表性的故宫文创为例进行研究,其研究的结果表明：文创产品创新对消费者购买意愿具有显著的正向影响关系;感知价值对消费者购买意愿具有显著的正向影响关系;根据多层线性回归模型可以得知,感知价值在文创产品创新与购买意愿之间起到部分中介作用;而感知一致性在感知价值与购买意愿之间起到调节作用,即本文所验证的是有调节的中介效应;最后依据研究结论对文创企业的产品创新提出可供参考的建议。     

网络口碑对家具购买意愿的影响研究——口碑维度间交互和感知质量的中介效应

跨时空交易形式扩大了消费者和家具电商之间的信息不对称,本文关注网络口碑、感知质量与在线购买意愿的影响关系。基于线索利用理论,本文构建了以网络口碑为自变量,购买意愿为因变量,感知质量为中介变量及卷入程度、网购自我效能为调节变量的理论模型,研究使用问卷调查方法,运用SPSS实证分析112份有效问卷。结果表明：网络口碑质量和网络口碑数量对购买意愿有显著的正向协同作用,感知质量在其中起完全中介作用;卷入程度显著正向调节网络口碑质量与感知质量之间的关系,网购自我效能对感知质量和购买意愿之间关系的调节作用未得到验证。     

消费认同对品牌购买意愿的影响

消费者经常被与其社会身份相关联的产品和品牌所吸引,本文引入消费认同概念,试图揭示消费认同对品牌购买的影响机制。研究结果表明：消费认同、积极情感、否认态度对品牌选择意愿有显著正向影响,积极情感、否认态度在消费认同与品牌购买意愿之间起显著中介作用,品牌自我一致性在否认态度与品牌购买意愿之间起显著调节效应。     

认知与情感交互效应对消费者绿色购买意愿的影响

我国绿色消费市场发展动力不足,如何有效地激发消费者的绿色购买行为是促进绿色消费、实现可持续发展的重要因素。从认知因素与情感因素交互作用的角度,本文将环境参与度、绿色购买态度、环保自我效能感作为认知因素,积极情绪和消极情绪作为情感因素,探讨上述因素的交互效应对绿色购买意愿的影响。研究结果表明消费者的环境参与度能够影响消费者的绿色购买意愿,绿色购买态度和环保自我效能感在环境参与度和绿色购买意愿之间起中介作用;同时,情绪在环境参与度影响绿色购买意愿的机制中具有调节作用:绿色购买态度在积极情绪下对绿色购买意愿的影响并不显著,环境参与度仅能通过环保自我效能感的中介作用影响绿色购买意愿;环保自我效能感在消极情绪下对绿色购买意愿的影响不显著,环境参与度仅能通过绿色购买态度的中介作用影响绿色购买意愿。     

微信营销对消费者购买意愿的影响研究——以感知价值为中介变量

本文以微信营销为例,根据消费者的购买意愿,深入分析微信营销对消费者的影响因素,以微信营销活动、微信推送信息质量、品牌知名度及亲友参与度等因素为自变量,以消费者感知价值为中介变量,以消费者购买意愿为因变量,设计了调查问卷。结果表明：微信营销活动、微信推送信息质量、品牌知名度及亲友参与度等影响因素对消费者感知价值有正向且显著的影响;感知价值在影响因素和购买意愿之间起中介作用,且正向显著影响消费者购买意愿。基于此,本文提出以下营销建议：重视微信营销活动方式;提高微信推送信息质量;打造品牌知名度;提高亲友参与度等,以供参考。     

自我一致性对消费者-绿色品牌关系真实性的影响——生态知识和感知效用的调节作用

以自我一致性为前因变量,生态知识和感知效用为调节变量,对消费者-绿色品牌关系真实性的建立过程进行实证分析.研究发现:真实自我一致性、理想自我一致性、社会自我一致性及理想社会自我一致性均对消费者-绿色品牌关系真实性产生显著的正向影响,其中社会自我一致性的影响最大;生态知识和感知效用均在真实自我一致性对消费者-绿色品牌关系真实性的影响中起负向调节作用,且均在社会自我一致性对消费者-绿色品牌关系真实性的影响中起正向调节作用.最后讨论了研究的主要理论贡献及其对企业消费者-绿色品牌关系管理的营销启示.     

环境影响诉求对绿色购买意愿的影响机制研究——消费者CSR内部动机感知的中介作用和自我建构的调节作用

本文运用实验的方法研究不同环境影响诉求对绿色购买意愿的影响机制.实证结果表明,相对于企业影响诉求,面对个人影响诉求时消费者的购买意愿更高.消费者自我建构调节了环境影响诉求对绿色购买意愿的影响.面对个人影响诉求时,与依存型消费者相比,独立型消费者的绿色购买意愿更强;面对企业影响诉求时,与独立型消费者相比,依存型消费者的绿色购买意愿更强.同时,消费者对企业的CSR内部动机感知在环境影响诉求和自我建构对消费者绿色购买意愿的影响中起到部分中介作用.     

赠礼情境下礼品品牌形象对购买意愿的影响研究

本文将关系类型和自我建构两个变量纳入到消费者赠礼行为的研究模型中,通过两个实验探讨了赠礼情境下礼品品牌形象一致性对消费者礼品选择偏好的影响及其内、外部作用机制,并验证了关系类型和自我构建对礼品品牌形象一致性影响的调节效应。实验结果表明,礼品品牌形象一致性与关系类型和自我建构的交互作用均对购买意愿有显著影响。     

Modeling the Effects of Green Advertising on Brand Image: Investigating the Moderating Effects of Product Involvement Using Structural Equation

ABSTRACT

?This experimental study examined consumers’ response to green advertising for high- and low-involvement products by measuring its effect on consumers’ intention to purchase such brands. The present study enhances our understanding of the moderating role of product involvement and extends the structural equation tests of the four causal models. A dataset of 169 respondents is used to examine the role of brand image and brand attitude in the context of green advertisements. Consistent with earlier findings, the suggested model provides a good fit of the data and results indicate that positive attitude toward green advertisements, brand image, and attitude toward the brand enhances the chances of consumers’ purchase intention of such brands. The study also verifies that product involvement moderates the positive relationship between attitude toward green advertisements and brand image such that at higher levels of product involvement, attitude toward green advertisements has a stronger effect on brand image.     

品牌与国家联结、品牌刻板印象与消费者购买意愿的研究

基于品牌全球化背景，文章探究了品牌与国家联结核心构念的两个维度对消费者购买意愿的影响机制。实证结果表明，从国家联想到品牌的维度显著影响消费者购买意愿，并显著影响品牌能力，同时品牌能力在该维度对购买意愿的影响路径中起到部分中介作用：从品牌联想到国家的维度显著影响品牌温暖，并通过品牌温暖的完全中介作用对购买意愿产生促进效应。另外，品牌典型性正向调节了从国家联想到品牌的维度对品牌能力的影响路径。上述发现在理论上洞察了品牌刻板印象内容的两个维度如何受到品牌与国家联结的影响，厘清了品牌与国家联结以及品牌刻板印象如何作用于消费者购买意愿。在实践上为中国提升国家品牌形象，中国品牌推进全球化战略提供策略参考。     

Uniqueness and luxury: A moderated mediation approach

Luxury consumption has become a worldwide phenomenon. Irrespective of consumers’ need for uniqueness being considered as an important psychological factor impacting luxury consumption intention, research seldom investigates the impact of CNFU dimensions on luxury consumption. This study investigates how CNFU dimensions (i.e. creative choice counter-conformity, unpopular choice counter-conformity and avoidance of similarity) drive luxury consumption intention in light of the mediating role of social comparison and the moderating role of materialism. Four hundred twenty-eight surveys completed by high-income consumers in India were used for analysis. The findings showed that social comparison mediates the effects of creative choice counter conformity and avoidance of similarity on luxury consumption. Materialism moderates these mediation effects. This study contributes to the luxury consumption literature by explaining how the interplay of psychological and social factor affects luxury purchase intention among the people driven by different uniqueness dimensions. Practically, the findings will be useful to the retailers and marketers of fashion luxury items and brands.     

Guilt online vs. offline: What are its consequences on consumer behavior?

Although various consumption episodes, types of products, and dimensions of guilt have been examined in previous studies, the existing literature has not addressed whether guilt could arise differently depending on the purchase channel (online versus in-store). This research thus investigates the effect of the purchase channel on consumer's guilt and the consequences of that guilt on consumer's anticipated satisfaction. Two experiments conducted in different contexts show that perceived value moderates the relationship between the purchase channel and guilt. Further, we demonstrate that perceived value is also a moderator of the mediating effect of guilt in the influence of the purchase channel on anticipated satisfaction.     

企业环保主张对消费者绿色购买意愿的影响机制研究

在广告设计中如何使用环保主张是影响广告效果和公司声誉的一项重要决策。基于此，文章引入归因理论和精细加工可能性模型对企业环保主张的效果和发生机制进行分析。结果表明：相较于关联型环保主张，消费者面对实质型环保主张时的绿色购买意愿更高；消费者环境关注调节了环保主张对绿色购买意愿的影响，即相较于关联型（实质型）环保主张，高环境关注（低环境关注）的消费者面对实质型（关联型）环保主张时绿色购买意愿更强；同时消费者的CSR内部动机感知在环保主张对消费者绿色购买意愿的影响中起中介作用。文章丰富了绿色广告理论体系，为增强企业环保主张的说服效果提供了理论依据。     

The unexpected effect of frugality on green purchase intention

Frugality is frequently associated with sustainable consumer behavior which contributes to a growing resource saving. In this study, we challenge the prevailing view. Compared to the positive effects of frugality, little work has focused on its negative effects. Thus, this study presents a research model which explores whether and how frugality influence green purchase intention. With data collected from 369 participants, the results report that frugality has a negative effect on green purchase intention. It is significantly mediated by motivation to save. In addition, green concern negatively moderates the relationship between frugality and purchase intention, and that between motivation to save and purchase intention. The study provides a deeper understanding of frugality, and develops an avenue to promote sustainable consumption.     

The role of involvement: Investigating the effect of brand's social media pages on consumer purchase intention

This study examined the influence of consumer's brand familiarity and the information quality of social media content on their involvement with a brand on the brand's social media pages. Also studied were the influence of involvement on consumer's attitude towards the brand's social media page and the effect of their attitude on future purchase intention from the brand. The results indicated that both brand familiarity and information quality had significant effects on a consumer's involvement with a brand on its social media page, yet the brand's social media content had a greater influence on a consumer's involvement with the social media page. Further, involvement with a brand's social media led to a positive attitude towards the brand's social media page, which in turn influences future purchase intention from the brand. However, the involvement did not directly influence future purchase intention from the brand. The results suggest the significant importance of quality of social media content.     

The Effects of Credible Online Reviews on Brand Equity Dimensions and Its Consequence on Consumer Behavior

Consumers are using social media platform to gain and share knowledge on brands. In the virtual environment, consumers are exposed to various online reviews on brands that leave an impression of brands on the minds of the consumers. The present study combines Yale attitude change model and attribution theory to examine the effects of credible online reviews on brand equity dimensions. The present study views, through the lens of Yale attitude change model, the various factors that affect credibility evaluation of online reviews. Further, attribution theory is used as the theoretical backbone to analyze the effects of credible online reviews on brand equity dimensions and finally on purchase intention. This study uses structural equations modeling (SEM) to investigate the impact of online credible reviews on customer based brand equity (CBBE) dimensions and its consequence on consumer behavior (purchase intention). Results indicate that source and review quality are the most important factors that affect consumer's credibility evaluation of a review. Online credible reviews have more significant impact on brand awareness, perceived value and organizational associations and thus leads to consumer's purchase intention in the context of consumer electronic products in India.     

The influence of thematic product displays on consumers: An elaboration‐based account

Marketers commonly adopt a theme to unify their design of an environment in which their products are displayed. A thematic display environment can be congruent with or unrelated to the concept of a product on display. The elaboration likelihood model and the knowledge activation literature suggest that conceptual congruence between the thematic display context and the product could affect product evaluation by a cue‐based mechanism and an elaboration‐based mechanism. First, the positive feeling associated with conceptual congruence serves as a peripheral cue, making product evaluation favorable. Second, the congruence provokes thoughts about the product's attributes, and these attribute‐related thoughts affect product evaluation. Whether the evaluation is dominated by the affective cue or attribute thoughts depends on the consumer's shopping motivation (planned purchase vs. browsing), because the motivation affects the consumer's elaboration likelihood. The results of three experiments support these propositions. The results indicated that under planned purchase motivation, the congruence effect on purchase intention through attribute‐related thoughts was observed. In contrast, under browsing, the congruence effect on purchase intention was dominated by a direct positive effect that reflected the influence of the affective cue. Implications of the findings for visual merchandising are discussed.     

Do Consumers Discriminate Against Foreign Companies Even When They are Green?

The international business literature has long investigated the role of corporate environmentalism, or “going green,” in business. However, this research has been limited regarding the dynamics of a firm's eco-friendly image and consumers' intention to purchase the firm's products in light of the consumer's complex social viewpoint and how that eco-friendly image is perceived. This limitation is due in part to the complex nature of the eco-friendly image-purchase intention relationship, especially when taking into account the consumers' identification with the firm, as well as the role of consumer ethnocentrism. Through the use of an experimental survey, we found differences between countries and the role of the firm's eco-friendly image and consumer ethnocentrism. In particular, an eco-friendly image was positively related to identification with the firm in a German company sample. The findings also show that this identification mediates the effect of eco-friendly image on purchase intention. Consumer ethnocentrism significantly moderated the effect of this identification on purchase intention as well in the Chinese company sample. Implications for managers of multinational enterprises are discussed, as are avenues for future research.