独特性需求对绿色品牌购买的影响:一个有调节的中介模型  

Effect of Consumers' Need for Uniqueness on Green Brand Purchase:A Moderated Mediation Model

作　　者：郝金锦[1] 马钦海[1] 范广伟[2] HAO Jin-jin;MA Qin-hai;FAN Guang-wei(School of Business Administration,Northeastern University,Shenyang 110819,China;School of Business Administration,Shenyang Pharmaceutical University,Shenyang 110016,China)

机构地区：[1]东北大学工商管理学院,辽宁沈阳110819 [2]沈阳药科大学工商管理学院,辽宁沈阳110016

出　　处：《预测》2018年第5期1-7,共7页Forecasting

基　　金：国家自然科学基金资助项目(71272162;71302162;71402105);教育部人文社会科学基金资助项目(13YJC630096);辽宁省教育厅基本科研资助项目(2017WQN02)

摘　　要：基于映像理论,本文探讨了消费者独特性需求影响绿色品牌购买的中介机制及边界条件。实证研究表明:独特性需求各维度(创造性选择、非流行性选择和相似性回避)对绿色品牌购买均具有显著影响;非绿色品牌规避在创造性选择和绿色品牌购买、相似性回避和绿色品牌购买之间起中介作用;性别和产品类型在创造性选择和非绿色品牌规避、相似性回避和非绿色品牌规避之间起调节作用;性别调节非绿色品牌规避在创造性选择和绿色品牌购买之间的中介效应;产品类型调节非绿色品牌规避在创造性选择和绿色品牌购买、相似性回避和绿色品牌购买之间的中介效应。On the basis of image theory, this paper investigates the mediating mechanism and boundary conditions of con- summa＇ need for uniqueness affecting green brand purchase. The results show that： （1） all dimensions of need for uniqueness（creative choice, unpopular choice and avoidance of similarity） have positive impact on green brand pur- chase ; （2） non-green brand avoidance is a mediator between avoidance of similarity and green brand purchase, and is a mediator between creative choice and green brand purchase; （3） gender and product category play moderation roles in the relationship between creative choice and non-green brand avoidance, and the relationship between avoidance of simi- larity and non-green brand avoidance; （4） gender moderates the mediation effect of non-green brand avoidance between creative choice and green brand purchase ; product category moderates the mediation efl＇eet of non-green brand avoidance between creative choice and green brand purchase, and between avoidance of similarity and green brand purchase.

关 键 词：独特性需求 非绿色品牌规避 绿色品牌购买 绿色消费 

分 类 号：F713.55[经济管理—市场营销]