感知风险对消费者绿色产品购买意愿的影响机制研究

发布时间：2018-05-08 15:15

本文选题：感知风险 + 绿色产品　；参考：《西南交通大学》2017年硕士论文

【摘要】：当前环境污染问题日益严重,个人消费习惯与自然环境状况息息相关。发展离不开消费,而可持续发展离不开绿色消费,政府大力倡导绿色消费行为,在这样的社会背景下,许多企业纷纷向绿色企业转型,为市场提供更多的绿色产品。然而,我国的绿色产品市场鱼目混珠,而绿色产品的价格往往高于普通产品,加之消费者又缺乏对绿色产品的认识,对绿色产品的认同度不高,因此,消费者在购买绿色产品方面存在一定的感知风险。已有研究表明,消费者在购买产品时,对商品的感知利得和感知风险会共同存在,而相对于提高感知利得消费者更倾向于降低感知风险。本文将感知风险这一重要心理变量引入到绿色消费的研究中,基于感知风险理论,采用文献研究法、问卷调查法,分别从社会风险、财务风险、功能风险、心理风险、身体风险、时间风险六个维度考察每个维度如何影响消费者的绿色信任,绿色信任又如何影响绿色产品购买意愿。在此理论基础上建立结构方程模型,并探讨产品类型在影响中的调节作用,比较绿色家电和绿色产品在感知风险方面存在的差异。本研究采用SPSS19.0和AMOS21.0软件对收集到的问卷数据进行统计分析,结果表明:感知风险对绿色信任有负向影响,绿色信任对绿色产品购买意愿有正向影响,产品类型在感知风险对绿色信任的影响中具有部分调节作用。其中,它在社会风险和心理风险对绿色信任的影响中具有显著调节作用,具体而言,相对于购买绿色食品而言,消费者在购买绿色家电时,社会风险对绿色信任的负向影响更加显著,相对于购买绿色家电而言,消费者在购买绿色食品时,心理风险对绿色信任的负向影响更加显著,而在财务风险、功能风险、身体风险和时间风险方面,产品类型对绿色信任的影响中不具有显著调节作用。本文的研究结论对于政府引导绿色消费以及相关企业制定营销方案,降低消费者的感知风险,获得消费者的绿色信任,从而促进绿色产品的销售有一定的启发作用。根据绿色家电和绿色食品在社会风险和心理风险方面对绿色信任的影响存在差异的特点,商家也可以有针对性的采取差异化的营销策略。
[Abstract]:At present, the problem of environmental pollution is becoming more and more serious, and personal consumption habits are closely related to the state of natural environment. Development can not be separated from consumption, and sustainable development can not do without green consumption. The government strongly advocates green consumption behavior. Under such social background, many enterprises have transformed to green enterprises to provide more green products for the market. However, the green product market in our country is mixed, and the price of the green product is often higher than that of the ordinary product. In addition, the consumers lack the understanding of the green product, and the recognition degree of the green product is not high, therefore, the price of the green product is often higher than that of the ordinary product. Consumers have certain perceived risks in buying green products. Previous studies have shown that consumers tend to reduce perceived risk rather than increase perceived benefits. This paper introduces the important psychological variable of perceived risk into the study of green consumption, based on the theory of perceived risk, using the method of literature research and questionnaire, from social risk, financial risk, functional risk, psychological risk, respectively. The six dimensions of physical risk and time risk examine how each dimension affects the green trust of consumers and how green trust affects the purchase intention of green products. On the basis of this theory, the structural equation model is established, and the adjustment function of product type in the influence is discussed, and the differences in perceived risk between green household appliances and green products are compared. The results show that perceived risk has a negative effect on green trust, and green trust has a positive effect on green product purchase intention. Product types play a part in regulating the impact of perceived risk on green trust. Among them, it plays a significant role in regulating the influence of social risk and psychological risk on green trust. In particular, compared with the purchase of green food, consumers purchase green appliances. The negative impact of social risk on green trust is more significant. Compared with buying green household appliances, the negative impact of psychological risk on green trust is more significant when consumers buy green food, while in financial risk, functional risk, the negative impact of social risk on green trust is more significant. In terms of physical risk and time risk, the effect of product type on green trust is not significantly regulated. The conclusion of this paper is instructive for the government to guide the green consumption and related enterprises to formulate marketing plan, to reduce the perceived risk of consumers, to gain the green trust of consumers, and to promote the sales of green products. According to the differences in social risk and psychological risk between green household appliances and green food, merchants can also adopt differentiated marketing strategies.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55

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