初次购买产品类型对绿色产品再次购买意愿的影响研究

发布时间：2018-07-08 16:49

本文选题：印象管理动机 + 广告诉求类型　；参考：《哈尔滨工业大学》2017年硕士论文

【摘要】：近几年,人们已经开始注意到不环保的生活方式和习惯会对环境造成严重的后果,因此无论是个人、政府还是企业都越来越重视绿色问题,对于消费者个人来说,他们通过对绿色产品的购买与消费体现对绿色的关注,同时对绿色环保概念的重视程度也变得很高;政府部门推出与环境保护有关的法律法规,提倡节约资源、减少废物排放,号召公众低碳生活,并要求用绿色标志认证绿色产品,鼓励制造低污染产品;企业向公众传播社会价值,承担责任,采取多样化绿色营销策略吸引消费者。因此,绿色产品在生活中变得越来越重要。本文研究的是绿色产品再次购买意愿,基于许可效应理论将初次购买不同产品类型即初次购买普通产品或初次购买绿色产品作为自变量,探究再次购买绿色产品意愿的差异。根据印象管理动机理论,研究印象管理动机对绿色产品再次购买意愿在初次购买不同产品类型后的差异的作用。根据功能及自我一致性理论,广告诉求分为不同类型,对印象管理动机有刺激作用,故再引入广告诉求类型作为调节印象管理动机对初次购买不同产品类型对绿色产品再次购买意愿的差异的再调节变量,以此检验广告诉求类型的双重调节作用。研究采用实验法,预实验对变量操纵检验,三组正式实验验证假设。本文选用的为统计产品与服务解决方案软件SPSS22.0。根据结果表明,第一,绿色产品再次购买意愿在初次购买不同产品类型后是有差异,相比于初次购买普通产品之后,绿色产品再次购买意愿在初次购买绿色产品以后低;第二,印象管理动机的调节作用存在,印象管理动机强比印象管理动机弱组的绿色产品再次购买意愿在购买过绿色产品后更强,相比于印象管理动机强的组,印象管理动机弱的组的初次购买绿色产品和初次购买普通产品后的绿色产品再次购买意愿差异更大;第三,广告诉求类型的双重调节作用存在,当商家施加感性诉求广告类型时,印象管理动机调节初次购买不同产品类型后的再次购买绿色产品意愿差异,相比于印象管理动机弱,如果印象管理动机强,那么绿色产品再次购买意愿在购买过绿色产品后大,相比于印象管理动机强的组,印象管理动机弱的组的绿色产品再次购买意愿在初次购买绿色产品和初次购买普通产品后的差异大。
[Abstract]:In recent years, people have begun to pay attention to the serious consequences of non-environmental lifestyle and habits on the environment. Therefore, both individuals, governments and enterprises are paying more and more attention to the green issue, which is more and more important to individual consumers. They pay more attention to green through the purchase and consumption of green products. At the same time, they attach great importance to the concept of green environment. Government departments introduce laws and regulations related to environmental protection to promote conservation of resources and reduce waste emissions. Call on the public to live low carbon, and require green label certification green products, encourage the manufacture of low pollution products; enterprises to the public to disseminate social value, take responsibility, adopt a variety of green marketing strategies to attract consumers. Therefore, green products are becoming more and more important in life. Based on the theory of license effect, we take the initial purchase of ordinary products or the first purchase of green products as independent variables to explore the differences of willingness to buy green products again. According to the theory of impression management motivation, this paper studies the effect of impression management motivation on the difference of green product repurchase intention after buying different product types for the first time. According to the theory of function and self-consistency, advertising demands can be classified into different types, which can stimulate the motivation of impression management. Therefore, the advertising appeal type is introduced as the reregulation variable of adjusting impression management motivation to the difference between the initial purchase of different product types and the green product repurchase intention, so as to test the dual adjustment effect of advertising appeal type. Three groups of formal experiments were used to verify the hypothesis. In this paper, the statistical products and services solution software SPSS 22.0. According to the results, first, the willingness to buy green products again is different after the first purchase of different product types, compared with the first purchase of ordinary products, the willingness to buy green products again is lower after the initial purchase of green products; second, Impression management motivation has a moderating effect. Impression management motivation is stronger than impression management motivation group of green product re-purchase will after buying green products, compared with impression management motivation strong group, The difference between the initial purchase of green products and the purchase of green products after the initial purchase of ordinary products is greater than that of the groups with weak impression management motivation. Third, the dual regulating role of advertising appeal type exists. When the merchant exerts the perceptual appeal advertisement type, the impression management motive adjusts the difference of the desire to buy green product again after the first purchase of different product type, compared with the impression management motive, if the impression management motive is strong, Well, green products are more willing to buy again after they have purchased green products, compared with groups with strong impression management motivation. The group with weak motivation of impression management had great difference in the willingness to buy green product again after the first purchase of green product and the first purchase of ordinary product.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55

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