自我一致性对消费者-绿色品牌关系真实性的影响——生态知识和感知效用的调节作用  

Influence of Self-Consistency on Consumer-Green Brand Relational Authenticity——Moderating Effect of Ecological Knowledge and Perceived Consumer Effectiveness

作　　者：孙习祥[1] 张启尧 

机构地区：[1]武汉理工大学管理学院,湖北武汉430070

出　　处：《财经论丛》2017年第11期84-94,共11页Collected Essays on Finance and Economics

基　　金：国家自然科学基金资助项目(71172042);武汉理工大学自主创新基金资助项目(2012-IB-092)

摘　　要：以自我一致性为前因变量,生态知识和感知效用为调节变量,对消费者-绿色品牌关系真实性的建立过程进行实证分析。研究发现:真实自我一致性、理想自我一致性、社会自我一致性及理想社会自我一致性均对消费者-绿色品牌关系真实性产生显著的正向影响,其中社会自我一致性的影响最大;生态知识和感知效用均在真实自我一致性对消费者-绿色品牌关系真实性的影响中起负向调节作用,且均在社会自我一致性对消费者-绿色品牌关系真实性的影响中起正向调节作用。最后讨论了研究的主要理论贡献及其对企业消费者-绿色品牌关系管理的营销启示。The empirical research on the formation process of consumer-green brand relational authenticity is based on the self-consistency as the antecedent and the ecological knowledge and perceived consumer effectiveness as the moderators. The research results are as follows： real self-consistency,ideal self-consistency,social self-consistency and ideal social self-consistency have significant influence on the consumer-green brand relational authenticity and social self-consistency has the greatest influence; Ecological knowledge and perceived consumer effectiveness moderate the relation of the real self-consistency and consumer-green brand relational authenticity negatively; And the ecological knowledge and perceived consumer effectiveness moderate the relation of the social self-consistency and consumer-green brand relational authenticity positively. The major contributions of the current research and the marketing implications of relationship management on the consumer-green brand for the enterprise are discussed at last.

关 键 词：自我一致性 消费者-绿色品牌关系真实性 生态知识 感知效用 

分 类 号：F713.55[经济管理—市场营销]