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
发布时间：2018-07-20 08:57
【摘要】：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。
[Abstract]:Based on the variable of self consistency as the antecedent variable, ecological knowledge and perceived utility as the variable, the empirical analysis of the process of establishing the relationship between the consumer and the green brand is carried out. It is found that the true self consistency, the ideal self consistency, the social self consistency and the ideal social self consistency are all true to the relationship between the consumer and the green brand. There is a significant positive impact on sex, of which social self consistency has the greatest impact, and both the ecological knowledge and perceived utility play a negative regulation role in the impact of real self consistency on the authenticity of the consumer green brand relationship, and all of them play a positive role in the impact of social self consistency on the authenticity of the consumer green brand relationship. Finally, the main theoretical contributions of the study and its marketing implications for corporate consumer green brand relationship management are discussed.
【作者单位】： 武汉理工大学管理学院;
【基金】：国家自然科学基金资助项目(71172042) 武汉理工大学自主创新基金资助项目(2012-IB-092)
【分类号】：F273.2;F713.55
本文编号：2132980
[Abstract]:Based on the variable of self consistency as the antecedent variable, ecological knowledge and perceived utility as the variable, the empirical analysis of the process of establishing the relationship between the consumer and the green brand is carried out. It is found that the true self consistency, the ideal self consistency, the social self consistency and the ideal social self consistency are all true to the relationship between the consumer and the green brand. There is a significant positive impact on sex, of which social self consistency has the greatest impact, and both the ecological knowledge and perceived utility play a negative regulation role in the impact of real self consistency on the authenticity of the consumer green brand relationship, and all of them play a positive role in the impact of social self consistency on the authenticity of the consumer green brand relationship. Finally, the main theoretical contributions of the study and its marketing implications for corporate consumer green brand relationship management are discussed.
【作者单位】： 武汉理工大学管理学院;
【基金】：国家自然科学基金资助项目(71172042) 武汉理工大学自主创新基金资助项目(2012-IB-092)
【分类号】：F273.2;F713.55
【相似文献】
相关期刊论文 前1条
1 周松;井淼;;品牌依恋影响因素的实证研究[J];西南民族大学学报(自然科学版);2013年02期
相关硕士学位论文 前2条
1 姚沈晗;消费者自我一致性对广告效果影响研究[D];南京财经大学;2015年
2 李慢;服务场景中的社会线索与顾客行为意愿的关系研究[D];东北大学;2011年
，本文编号：2132980
本文链接：https://www.wllwen.com/guanlilunwen/pinpaiwenhualunwen/2132980.html
