零售店绿色实践对顾客公民行为的影响研究

发布时间：2018-06-15 21:03

本文选题：零售店 + 绿色实践　；参考：《湖南大学》2015年硕士论文

【摘要】：零售店开展绿色实践是大势所趋,不仅对整个社会的绿色发展至关重要,也对零售店自身的竞争力产生重要影响。然而,现今有关零售店绿色实践方面的研究却仍处于起步阶段,关于零售店绿色实践对顾客公民行为影响的研究更为鲜见。顾客公民行为是益于企业经营发展的行为,对企业获取近期和远期的利益均有重要意义。探究零售店绿色实践对顾客公民行为的影响,能够帮助零售店在绿色实践中获取更多、更长远的利益。为此,本文采用实证研究法研究零售店绿色实践对顾客公民行为的影响,以期在一定程度上弥补现有研究的不足,同时为零售店未来的绿色实践提供一定的指导。本文首先在前人研究的基础上将零售店绿色实践归纳为面向供应商的绿色实践、面向商店的绿色实践和面向顾客的绿色实践三类。结合亲社会行为理论、社会认同理论和精细加工可能性模型,以顾客-商店认同为中介变量、顾客自我提升为调节变量构建了零售店各类绿色实践对顾客公民行为影响的概念模型。之后,采用情境实验法,在获取大量实验数据的基础上,借助SPSS16.0数据分析软件,通过描述性统计分析、方差分析、回归分析等数据分析方法,对该概念模型进行实证检验。研究结果表明:零售店的三类绿色实践均显著影响顾客公民行为,这种影响一方面是直接的,另一方面是间接通过顾客-商店认同作用于顾客公民行为,即顾客-商店认同在零售店的三类绿色实践对顾客公民行为的影响路径中均起部分中介作用;顾客自我提升在零售店的三类绿色实践对顾客-商店认同、顾客公民行为的影响路径中均具有正向调节作用。此外,通过对零售店的三类绿色实践对顾客公民行为影响程度的对比发现,面向供应商的绿色实践、面向商店的绿色实践及面向顾客的绿色实践对顾客公民行为的影响不存在显著性差异。
[Abstract]:It is the trend of the times for retail stores to carry out green practice, which is not only essential to the green development of the whole society, but also has an important impact on the competitiveness of retail stores themselves. However, the research on the green practice of retail stores is still in its infancy, and the research on the impact of green practices on customer citizenship behavior is more rare. Customer citizenship behavior is beneficial to the development of enterprise management, and it is of great significance for enterprises to obtain both short-term and long-term benefits. Exploring the influence of retail store green practice on customer citizenship behavior can help retail store to gain more and longer term benefits from green practice. Therefore, this paper uses the empirical research method to study the impact of retail store green practice on customer citizenship behavior, in order to make up for the shortcomings of existing research, and to provide some guidance for the future green practice of retail stores. In this paper, based on previous studies, the green practice of retail stores is divided into three categories: supplier oriented green practice, store oriented green practice and customer oriented green practice. Combined with prosocial behavior theory, social identity theory and fine processing possibility model, customer-store identity was used as intermediary variable. A conceptual model of the impact of various green practices on customer citizenship behavior in retail stores is constructed. Then, on the basis of obtaining a large number of experimental data, using the SPSS 16.0 data analysis software, through descriptive statistical analysis, variance analysis, regression analysis and other data analysis methods, the concept model is tested empirically. The results show that the three types of green practices in retail stores have a significant impact on customer citizenship behavior, which is direct on the one hand, and indirectly affects customer citizenship behavior through customer-store identity on the other. That is, customer-store identity plays an intermediary role in the influence of three kinds of green practices on customer citizenship behavior in retail stores, and customer self-promotion in the three types of green practices of retail stores identify with customers-stores. The influence path of customer citizenship behavior all has the positive adjustment function. In addition, by comparing the impact of three types of green practices in retail stores on customer citizenship behavior, we find that supplier oriented green practices, There is no significant difference between store-oriented green practice and customer-oriented green practice on customer citizenship behavior.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.32;F713.55

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