消费者知识、态度与碳补偿回报计划行为意向关系研究

发布时间：2018-01-02 23:26

本文关键词：消费者知识、态度与碳补偿回报计划行为意向关系研究　出处：《北京理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着低碳经济的发展，消费者低碳消费需求的不断增加，企业需要制定正确的低碳营销策略和方法来应对消费环境的变化，，进而实现企业对于环境保护的责任并树立良好的社会形象，同时也吸引更多消费者参与，保持顾客忠诚。然而顾客忠诚项目种类繁多，出现同质化的发展现象。碳补偿概念的出现，企业碳补偿计划的实施，为企业实施顾客忠诚项目提供了新思路。顾客关系项目中的碳补偿回报计划从社会利益层面为顾客提供更多消费价值，这种新型的顾客回报方式能否为消费者所接受，以及其影响因素的研究具有十分重要的意义。本文主要研究消费者知识对碳补偿回报计划行为意向的影响，通过综述相关文献，以认知-情感-意动（C-A-C）范式为基础，建立碳补偿回报计划行为意向的关系模型，旨在揭示消费者知识对碳补偿态度的影响以及由此产生的项目接受行为。通过实验法，情景模拟被试的环保知识和碳补偿知识掌握程度的不同，运用SPSS软件进行数据处理，检验消费者知识对碳补偿态度和碳补偿回报计划行为意向的影响，以及碳补偿态度的中介作用。单因素组间实验的结果表明，消费者知识掌握程度的高低影响着对碳补偿的态度，继而促进消费者对于碳补偿回报计划的接受意向，同时，碳补偿态度在环保知识和碳补偿回报计划行为意向，以及碳补偿知识和碳补偿回报计划行为意向之间发挥着中介作用。研究最后提出了对于引导和促进消费者参与碳补偿回报计划的政策建议和营销启示。
[Abstract]:With the development of low-carbon economy and the increasing demand of consumers, enterprises need to formulate correct low-carbon marketing strategies and methods to cope with the changes of consumption environment. And then realize the responsibility of enterprises to environmental protection and establish a good social image, but also attract more consumers to participate and maintain customer loyalty. However, there are many kinds of customer loyalty projects. The development of homogeneous phenomenon, the emergence of the concept of carbon compensation, the implementation of enterprise carbon compensation plan. It provides a new way for enterprises to implement customer loyalty project. The carbon compensation and return plan in customer relationship project provides more consumption value for customers from the social benefit level. It is very important to study whether this new way of customer return can be accepted by consumers and its influencing factors. This paper mainly studies the influence of consumer knowledge on the behavior intention of carbon compensation return plan. By summarizing the relevant literature, it is based on the model of cognitive-affective action C-A-C. The purpose of this paper is to establish a relationship model of behavior intention of carbon compensation return plan, which aims to reveal the influence of consumer knowledge on carbon compensation attitude and the resulting project acceptance behavior. Scenario simulation subjects' environmental protection knowledge and carbon compensation knowledge grasp different degrees, using SPSS software for data processing, to test the impact of consumer knowledge on carbon compensation attitude and carbon compensation plan behavior intention. The results of single-factor inter-group experiments show that the level of consumer knowledge affects the attitude to carbon compensation. Then promote consumers' acceptance intention of carbon compensation return plan, at the same time, carbon compensation attitude in environmental protection knowledge and carbon compensation return plan behavior intention. Finally, the paper puts forward some policy suggestions and marketing implications for guiding and promoting consumers to participate in the carbon compensation return plan.
【学位授予单位】：北京理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55;F205

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