消费者创新性对低碳产品购买意向的影响机制研究

发布时间：2018-03-21 11:55

本文选题：低碳产品　切入点：购买意向　出处：《南京航空航天大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着低碳经济的兴起,低碳产品也逐渐步入人们的生活。人们的低碳消费行为动力主要来自消费者对环境的保护以及促进人与自然和谐相处的愿望。除此之外,很多现象表明,消费者对低碳产品的购买和使用还可能受到消费者创新性的影响。消费者购买低碳产品可能是因为低碳产品不管是在外形包装和内在设计方面都不同于普通产品,其独特性和新潮性能满足消费者追求与众不同和求新求变的愿望。因此,有必要探讨消费者创新性对低碳产品购买意向的影响。消费者创新性是指个人对于新事物的接受程度以及独立接受新观念和做出创新决策的倾向。本文主要研究消费者创新性对理性且受客观因素约束的低碳产品购买意向的影响机制。在计划行为理论的基础上,将消费者创新性引进模型,总结消费者创新性对计划行为理论中三个预测变量与消费者购买意向之间关系的调节作用,探索建立消费者低碳产品购买意向模型。通过大样本问卷调查方法得到数据,对数据进行分析和信度效度检验、测量模型因子分析,应用结构方程方法和层次回归分析对消费者创新性影响低碳产品购买意向的模型进行检验。研究结果发现,消费者创新性作为调节变量,随着消费者创新性水平的变化,计划行为理论中的三个预测变量与购买意向之间的关系作用发生变化,其中消费者创新性对购买态度和购买意向之间的关系有正向调节的作用,同时负向调节主观规范和购买意向之间的关系,但是对知觉行为控制和行为意向之间的关系没有显著的调节作用。另外,研究结果还发现,男性、年轻、学历较高和收入较高的消费群体具有更高的消费者创新性。
[Abstract]:With the rise of low-carbon economy, low-carbon products have gradually entered into people's lives. People's low-carbon consumption behavior is driven mainly by consumers' desire to protect the environment and promote harmony between human beings and nature. In addition, many phenomena show that, Consumers' purchase and use of low-carbon products may also be influenced by consumer innovation. Consumers may buy low-carbon products because they are different from ordinary products in terms of their appearance, packaging and internal design. Its uniqueness and trendy performance satisfy consumers' desire to be different and to be new and to change. It is necessary to explore the influence of consumer innovation on the purchase intention of low-carbon products. Consumer innovation refers to the degree of acceptance of new things and the tendency of individuals to accept new ideas and make innovative decisions independently. The influence mechanism of consumer innovation on the purchase intention of low-carbon products with rational and objective factors. By introducing consumer innovation into the model, this paper summarizes the regulatory effect of consumer innovation on the relationship between the three predictive variables and the consumer purchase intention in the planning behavior theory. To explore the establishment of consumer purchase intention model of low-carbon products. Through a large sample questionnaire survey method to obtain data, data analysis and reliability validity test, measurement model factor analysis, The structural equation method and hierarchical regression analysis are used to test the models of consumers' innovative effects on the purchase intention of low-carbon products. The results show that consumer innovation as a regulating variable changes with the level of consumer innovation. In the theory of planning behavior, the relationship between the three predictive variables and the purchase intention changes, in which consumer innovation has a positive effect on the relationship between purchase attitude and purchase intention. It also negatively regulates the relationship between subjective norms and purchase intentions, but does not significantly regulate the relationship between perceptual behavior control and behavioral intention. Higher education and higher income consumer groups have higher consumer innovation.
【学位授予单位】：南京航空航天大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55

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