零售商店绿色产品类别对消费者惠顾意愿的影响研究  

The Research on Effect of Retail Store's Green Product Categories on Consumer Patronage Intentions

作　　者：贺爱忠[1] 李希凤[1] 

机构地区：[1]湖南大学工商管理学院,湖南长沙410082

出　　处：《商业经济与管理》2016年第2期5-17,共13页Journal of Business Economics

基　　金：国家社科基金后期资助项目"服务业绿色发展:驱动机理;绩效测评与战略反应"(14FYJ009);湖南省社科基金重点项目"建设绿色湖南的目标考核与政策体系研究"(12ZDB02)

摘　　要：文章基于SOR理论,以调节定向和感知价格公平为调节变量,构建零售商店绿色产品类别对消费者惠顾意愿影响的概念模型,并采用实验法进行实证检验。通过实验一发现,零售商店绿色产品类别通过顾客-商店认同的完全中介作用对惠顾意愿有显著正向影响,其中零售商店经营绿色耐用品对顾客-商店认同的影响作用比经营绿色非耐用品略强。通过实验二发现,感知价格公平在零售商店绿色产品类别对顾客-商店认同的影响中具有显著调节作用;调节定向在零售商店经营绿色耐用品对顾客-商店认同的影响中具有调节作用,而在绿色非耐用品对顾客-商店认同的影响中没有调节作用。Based on the SOR theory, by taking regulatory focus and perceived price fairness as moderating variables, a theoretical model for the effect of the retail store＇s green product categories on consumer patronage intentions is constructed in this paper and is verified by empirical tests through the experiment method. The first experiment shows that retail store＇s green product categories have a significant positive effect on customer patronage intentions though the full mediation effect of the customer-store identification, and the retail store running green durable products have a slightly greater effect on customer-store identification. The second experi- ment shows that perceived price fairness has a significant moderating effect on the relationship between green product categories and customer-store identification. Regulatory focus has a significant moderating effect on the relationship between retail store running green durable products and customer-store identification. While the moderating effect on the relationship of green non-durable prod- ucts and customer-store identification is not found.

关 键 词：绿色产品类别 顾客-商店认同 惠顾意愿 感知价格公平 调节定向 

分 类 号：F713.50[经济管理—市场营销]