内隐态度和外显态度对可持续消费行为意向的影响研究
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摘要
在可持续消费行为研究领域,消费者态度与行为之间的不一致是困扰营销学者的一个难题。围绕着这一问题,学者们进行了多方面的研究,以期找到其中的原由。内隐社会认知的发展,为这一问题的解决提供了一个新的视角。有研究指出,可持续消费行为的结果与外显态度之间的不一致可以归结为自我报告测量的问题,内隐态度也许可以解释这一低一致性。但是,目前关于内隐态度对可持续消费行为进行预测的研究还鲜有探讨。
基于上述背景,本研究整理了相关文献资料,并在质化研究的基础上形成了以内隐态度、外显态度为前因变量,可持续消费行为意向为结果变量,情境变量和态度强度作为调节变量的理论研究模型,对态度对可持续消费行为意向的预测作用及影响因素进行探讨。
本文以节能灯、节能空调的购买为例,通过实验法进行实证研究。研究表明: (1)购买便利型环境友好产品时,消费个体的内隐与外显偏好具有一致性;购买选购型环境友好产品时,消费个体的内隐与外显偏好具有差异性。(2)购买便利型环境友好产品时,外显态度对可持续消费行为意向的预测效果较好;购买选购型环境友好产品时,内隐态度对可持续消费行为意向的预测效果较好。(3)购买便利型环境友好产品时,情境变量对外显态度与可持续消费行为意向之间的影响关系有调节效应;购买选购型环境友好产品时,情境变量对内隐态度与可持续消费行为意向之间的影响关系有调节效应;态度强度对外显态度与可持续消费行为意向间的影响关系有调节效应。
In the sustainable consumer behavior research field, there is a confused question for many marketers that the consumer’s behavior is not consistent with their attitudes. Taking with this problem, the scholars have conducted various research with the hope to find some reasonable answers. And then, the problem just get a new solution with the implicit social cognition’s development. Some research pointed out that the inconsistent situation between the sustainable consumer behavior’s result and self-report scaled explicit attitude may result from the self-report method limitation, and the implicit attitude can be a reasonable explanation for it too. But there are rare studies about the implicit attitude forecasting sustainable consumer behavior in recently years.
In the above background,we carried out a theory model by reviewing the related literature and using the qualitative research. Formed with implicit and explicit attitude as isolated independent variables, the model has sustainable consumer behavior intention as the dependent variable with the moderators of situational factor and attitude strength. With this model , the research focuses on find out the relation between the consumer’s attitude attention and action including related factors which lead to forecasting mechanism .
Based on the model, taking the energy-saving lamps and air-conditioner as an example, we conducted the empirical study on experiments.The experimental result showed:(1)The stronger consistency between implicit and explicit when the attitude object is convenient environment-friendly products. While purchase the convenient environment-friendly products, the distinction exist between the consumer’s implicit and explicit attitude.(2)When purchase of convenience environment-friendly product,the explicit attitude has better predict effect;Implict attitude has a better predict effect in selected environment–friendly products purchasing behavior.(3)When purchase of convenience environment-friendly product, the situational factor moderate the relation between the explicit attitude and sustainable consumer behavior intention. when purchase the selected environment-friendly product,the situational factor has moderating effect between implicit attitude and sustainable consumer behavior intention, attitude strength moderate the relation between the explicit attitude and sustainable consumer behavior intention.
基于上述背景,本研究整理了相关文献资料,并在质化研究的基础上形成了以内隐态度、外显态度为前因变量,可持续消费行为意向为结果变量,情境变量和态度强度作为调节变量的理论研究模型,对态度对可持续消费行为意向的预测作用及影响因素进行探讨。
本文以节能灯、节能空调的购买为例,通过实验法进行实证研究。研究表明: (1)购买便利型环境友好产品时,消费个体的内隐与外显偏好具有一致性;购买选购型环境友好产品时,消费个体的内隐与外显偏好具有差异性。(2)购买便利型环境友好产品时,外显态度对可持续消费行为意向的预测效果较好;购买选购型环境友好产品时,内隐态度对可持续消费行为意向的预测效果较好。(3)购买便利型环境友好产品时,情境变量对外显态度与可持续消费行为意向之间的影响关系有调节效应;购买选购型环境友好产品时,情境变量对内隐态度与可持续消费行为意向之间的影响关系有调节效应;态度强度对外显态度与可持续消费行为意向间的影响关系有调节效应。
In the sustainable consumer behavior research field, there is a confused question for many marketers that the consumer’s behavior is not consistent with their attitudes. Taking with this problem, the scholars have conducted various research with the hope to find some reasonable answers. And then, the problem just get a new solution with the implicit social cognition’s development. Some research pointed out that the inconsistent situation between the sustainable consumer behavior’s result and self-report scaled explicit attitude may result from the self-report method limitation, and the implicit attitude can be a reasonable explanation for it too. But there are rare studies about the implicit attitude forecasting sustainable consumer behavior in recently years.
In the above background,we carried out a theory model by reviewing the related literature and using the qualitative research. Formed with implicit and explicit attitude as isolated independent variables, the model has sustainable consumer behavior intention as the dependent variable with the moderators of situational factor and attitude strength. With this model , the research focuses on find out the relation between the consumer’s attitude attention and action including related factors which lead to forecasting mechanism .
Based on the model, taking the energy-saving lamps and air-conditioner as an example, we conducted the empirical study on experiments.The experimental result showed:(1)The stronger consistency between implicit and explicit when the attitude object is convenient environment-friendly products. While purchase the convenient environment-friendly products, the distinction exist between the consumer’s implicit and explicit attitude.(2)When purchase of convenience environment-friendly product,the explicit attitude has better predict effect;Implict attitude has a better predict effect in selected environment–friendly products purchasing behavior.(3)When purchase of convenience environment-friendly product, the situational factor moderate the relation between the explicit attitude and sustainable consumer behavior intention. when purchase the selected environment-friendly product,the situational factor has moderating effect between implicit attitude and sustainable consumer behavior intention, attitude strength moderate the relation between the explicit attitude and sustainable consumer behavior intention.
引文
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