买还是不买——矛盾态度视角下的生态产品购买意向研究  

To Buy or not to Buy? A Study on Ecological Buying Intention in Perspective of Ambivalent Attitude

作　　者：王大海[1] 姚唐[2] 姚飞[1] 

机构地区：[1]天津工业大学管理学院 [2]北京航空航天大学经管学院

出　　处：《南开管理评论》2015年第2期136-146,共11页Nankai Business Review

基　　金：国家自然科学基金青年项目(71202015);天津市哲学社会科学规划项目基金(TJGL12-094)资助

摘　　要：本研究基于矛盾态度理论,从消费者内在个体特征和外在营销情境两方面,分析了在生态产品消费领域中消费者矛盾态度的形成原因及作用机制。通过以生态产品为对象的情境模拟实验发现:(1)在消费者个体特征方面,生态知识、感知效用分别正向影响矛盾态度和购买意向,而价格敏感性则起到负向影响作用;(2)在情境因素方面,群体认同正向影响矛盾态度和购买意向,而对他人合作的期望则仅仅对购买意向具有正向影响作用。研究还证实了矛盾态度在前述自变量对购买意向影响中的中介作用。研究有助于深化对矛盾态度的认识以及帮助企业有效鉴别生态消费者。Ambivalent attitude is defined as the simultaneous existence of positive and negative beliefs or emotions with regard to the same object in an individual＇s attitudinal basis. Ambivalent attitude is a widespread phenomenon. However, interest in ambivalence as descriptive and explanatory construct, and empirical research on ambivalence is relatively seldom in the domain of consumer behavior.In our daily life, because of the commonweal and premium of the ecological products, the ambivalent attitude comes when consumers hesitate to make purchase decision. By drawing on ambivalent attitude theory, this paper explains the mechanism and forming reason of ambivalent attitude in ecological consumption from two aspects, that is, the individual characteristics and marketing situation. In this study, with the method of convenience sampling, 279 college students and 205 in-service staff participated the two-stage experiment for an exchange of extra par value of 30 RMB per movie vouchers as token fee. We firstly measured participants＇ attitude ambivalence, ecological knowledge, perceived consumer effectiveness, price sensitivity, group identity and expectation of others＇ cooperation toward ecological product, and then classed them into high/low ambivalence group. Based on scenario simulation experiments about ecological product, data analysis showed that relative to the consumers with the lower level of ecological knowledge, the consumers with the higher level of ecological knowledge will have the lower level of ambivalent attitude and the higher level of purchase intention. Perceived consumer effectiveness has shown the same effect as stated above. However, at the aspect of price sensitivity is just opposite. Compared to the consumers with the lower level of group identity, the consumers with the higher level of group identity will have the lower level of ambivalent attitude and the higher level of purchase intention. While expectation of others＇ cooperation has only positive significant effect on purchase intention.T

关 键 词：生态消费 矛盾态度 购买意向 社会困境 

分 类 号：F713.55[经济管理—市场营销] F205[经济管理—产业经济]