营销信息如何影响环保型产品的购买意愿——基于他人在场的调节效应分析
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摘要
本文通过实验研究发现产品相关环境知识、企业环保社会责任信息和环保描述性规范信息三类营销信息可以促进消费者对环保型产品的购买意愿。本文还发现,他人在场可以提高消费者对环保型产品的购买意愿,且他人在场抑制了产品相关环境知识、企业环保社会责任信息对购买意愿的影响,而并没有抑制环保描述性规范信息对购买意愿的影响。本文引入信息加工心理学的过滤器模型进行理论解释,并对政府推广环保行动和企业推广环保型产品给出了相应的建议。
Through experimental research,this paper find out that marketing information-the knowledge of product and environment,the information of corporate social responsibility( CSR) and the information of descriptive norms-has significantly positive effect on the purchases intention of pro-environmental products of Chinese consumers. Furthermore,the findings also indicate that social presence could enhance the purchases intention while inhibit the positive effect of the knowledge of product and environment and the information of CSR on purchase intention. However,social presence has no significant effect on the information of descriptive norms. This paper employs information processing theory from psychology to explain the findings and provides suggestions for the government and corporations to better promote pro-environmental movements and products.
Through experimental research,this paper find out that marketing information-the knowledge of product and environment,the information of corporate social responsibility( CSR) and the information of descriptive norms-has significantly positive effect on the purchases intention of pro-environmental products of Chinese consumers. Furthermore,the findings also indicate that social presence could enhance the purchases intention while inhibit the positive effect of the knowledge of product and environment and the information of CSR on purchase intention. However,social presence has no significant effect on the information of descriptive norms. This paper employs information processing theory from psychology to explain the findings and provides suggestions for the government and corporations to better promote pro-environmental movements and products.
引文
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[27]杜伟宇,许伟清.中国情境下权力对炫耀性产品购买意愿的影响:面子意识的中介效应[J].南开管理评论,2014,17(5):83-90
[28]温忠麟,侯杰泰,张雷.调节效应与中介效应的比较和应用[J].心理学报,2005,37(2):268-274
[29]刘湘宁.“他人在场”能否构成个人行为的压力[J].企业家天地,2005,(5):114-115
[30]刘继富.“面子”定义探新[J].社会心理科学,2008,23(5):30-35
[31]Broadbent D.E.Effect of Noise on an“Intellectual”Task[J].The Journal of the Acoustical Society of America,1958,30(9):824-827
[32]章志光.社会心理学[M].北京:人民教育出版社,2004
[2]Pickett-Baker J.,Ozaki R.Pro-environmental Products:Marketing Influence on Consumer Purchase Decision[J].Journal of Consumer Marketing,2008,25(5):281-293
[3]Strong C.Features Contributing to the Growth of Ethical Consumerism——A Preliminary Investigation[J].Marketing Intelligence&Planning,1996,14(5):5-13
[4]Uusitalo O.,Oksanen R.Ethical Consumerism:A View from Finland[J].International Journal of Consumer Studies,2004,28(3):214-221
[5]Ricky Y.K.,Chan T.K.,Leung P.,et al.The Effectiveness of Environmental Claims for Services Advertising[J].Journal of Services Marketing,2006,20(4):233-250
[6]D’Souza C.An Empirical Study on the Influence of Environmental Labels on Consumers[J].Corporate Communications:An International Journal,2006,11(2):162-173
[7]Polonsky M.J.,Carlson L.,Grove S.,et al.International Environmental Marketing Claims:Real Changes or Simple Posturing?[J].International Marketing Review,1997,14(4):218-232
[8]Goldstein N.J.,Cialdini R.B.,Griskevicius V.A Room with a Viewpoint:Using Social Norms to Motivate Environmental Conservation in Hotels[J].Journal of Consumer Research,2008,35(8):211-222
[9]Fryxell G.,Lo C.The Influence of Environmental Knowledge and Values on Managerial Behaviors on Behalf of the Environment:An Empirical Examination of Managers in China[J].Journal of Business Ethics,2003,46(1):45-59
[10]Ricky Y.K.,Chan T.K.Determinants of Chinese Consumers’Green Purchase Behavior[J].Psychology&Marketing,2001,18(4):389-413
[11]Y.K.Ip.The Marketability of Eco-products in China’s Affluent Cities:A Case Study Related to the Use of Insecticide[J].Management of Environmental Quality:An International Journal,2003,14(5):577-589
[12]Bowen H.R.Social Responsibilities of Business Man[M].New York:Harper and Brots,1953
[13]于洪彦,黄晓治,曹鑫.企业社会责任与企业绩效关系中企业社会资本的调节作用[J].管理评论,2015,27(1):169-180
[14]张倩,何姝霖,时小贺.企业社会责任对员工组织认同的影响——基于CSR归因调节的中介作用模型[J].管理评论,2015,27(2):111-119
[15]Handelman J.M.,Stephen J.A.The Role of Marketing Actions with a Social Dimension:Appeals to the Institutional Environment[J].Journal of Marketing,1999,63(7):33-38
[16]Mohr L.A.,Webb D.J.The Effects of Corporate Social Responsibility and Price on Consumer Responses[J].Journal of Consumer Affairs,2005,39(1):121-132
[17]Pickett-Baker J.,Ozaki R.Pro-environmental Products:Marketing Influence on Consumer Purchase Decision[J].Journal of Consumer Marketing,2008,25(5):281-293
[18]Goldstein N.J.,Cialdini R.B.,Griskevicius V.A Room with a Viewpoint:Using Social Norms to Motivate Environmental Conservation in Hotels[J].Journal of Consumer Research,2008,35(8):211-222
[19]Schultz P.W.Changing Behavior with Normative Feedback Interventions:A Field Experiment on Curbside Recycling[J].Basic and Applied Social Psychology,1999,21(1):25-36
[20]Nolan J.M.,Schultz P.W.,Cialdini R.B.,et al.Normative Social Influence is Underdetected[J].Society for Personality and Social Psychology,2008,34(7):913-923
[21]Zajonc R.B.Social Facilitation[J].Science,1965,149(3681):269-274
[22]傅鑫媛,陆智远,寇彧.陌生他人在场及其行为对个体道德伪善的影响[J].心理学报,2015,47(8):1058-1066
[23]Argo J.J.,Dahl D.W.,Manchanda R.V.The Influence of a Mere Social Presence in a Retail Context[J].Journal of Consumer Research,2005,32(2):207-212
[24]Griskevicius V.,Tybur J.M.,Vanden B.B.Going Green to be Seen:Status,Reputation,and Conspicuous Conservation[J].Journal of Personality and Social Psychology,2010,98(3):392-404
[25]Semmann D.,Krambeck H.,Milinski M.Reputation is Valuable within and Outside One’s Social Group[J].Behavioral Ecology and Sociobiology,2005,57(6):611-616
[26]Wang Y.,Griskevicius V.Conspicuous Consumption,Relationships,and Rivals:Women’s Luxury Products as Signals to Other Women[J].Journal of Consumer Research,2014,40(5):834-854
[27]杜伟宇,许伟清.中国情境下权力对炫耀性产品购买意愿的影响:面子意识的中介效应[J].南开管理评论,2014,17(5):83-90
[28]温忠麟,侯杰泰,张雷.调节效应与中介效应的比较和应用[J].心理学报,2005,37(2):268-274
[29]刘湘宁.“他人在场”能否构成个人行为的压力[J].企业家天地,2005,(5):114-115
[30]刘继富.“面子”定义探新[J].社会心理科学,2008,23(5):30-35
[31]Broadbent D.E.Effect of Noise on an“Intellectual”Task[J].The Journal of the Acoustical Society of America,1958,30(9):824-827
[32]章志光.社会心理学[M].北京:人民教育出版社,2004