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

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。

The Effect of External Cues on the Consumer's Purchase Intention for Green Brands:The Moderating Role of Cognitive Style

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; self-consistency 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.