绿色品牌真实性感知对消费者购买意愿的影响--以绿色化妆品为例  

Influence of Green Brand Authenticity Perception on Consumer Purchase Intention

作　　者：陈伟军[1] 孙习祥[2] CHEN Wei-jun SUN Xi-xiang(College of Arts ＆ Science of Jianghan University, Wuhan 430056, Hubei, China Management School of Wuhan University of Technology, Wuhan 430070, Hubei, China)

机构地区：[1]江汉大学文理学院,湖北武汉430056 [2]武汉理工大学管理学院,湖北武汉430070

出　　处：《消费经济》2017年第2期79-84,共6页Consumer Economics

基　　金：国家自然科学基金资助项目(71172042)

摘　　要：本文以绿色化妆品为例,验证了绿色品牌真实性感知的维度,分析了绿色品牌真实性感知对消费者购买意愿的作用机理。研究结果显示:绿色品牌真实性感知的四个维度中,诚信、绿色属性和质量承诺三个维度对购买意愿有直接作用,而文化维度对购买意愿的直接作用不显著;指示型线索和符号型线索是真实性感知的前因,绿色品牌真实性感知或直接作用于消费者购买意愿,或通过消费者态度间接作用于购买意愿。This paper verifies the structural dimensions of green brand authenticity perception, analyzes the mechanism of the effect of green brand authenticity perception on consumer purchase intention, taking the green cosmetics brands as an example. The results show that in the four dimensions of brand authenticity perception of green cosmetics,the three dimensions of integrity,green property, quality commitment and sincerity have positive effect on purchase intention, while the culture heritage has no positive effect on purchase intention.The resullts also show that iconic and indexical cues are antecedents of perceived authenticity, under the influence of these two factors, perceived authenticity affects the consumer＇s purchase intention directly,it also affects the purchase intention indirectly through consumer＇s attitude.

关 键 词：绿色品牌真实性感知 购买意愿 指示型线索 符号型线索 

分 类 号：F713.55[经济管理—市场营销]