网络绿色广告对消费者行为的影响——基于感知互动性的中介效应检验  

The Influence of Online Green Advertising on the Consumer Behavioral Response: The Test of Perceived Interactive Mediating Effect

作　　者：陈凯[1] 严俊杰[1] 王纯 Chen Kai;Yan Junjie;Wang Chun(School of Economics and Management, Beijing Forestry University)

机构地区：[1]北京林业大学经济管理学院

出　　处：《环境经济研究》2019年第1期56-70,共15页Journal of Environmental Economics

基　　金：国家社会科学基金项目"城市居民绿色消费态度-行为差异研究"(13CJY090)的阶段性研究成果

摘　　要：随着网络广告的多样化发展,越来越多的企业以互联网作为媒介发布绿色广告。基于网络绿色广告聚焦与消费者环境卷入因素,利用准实验研究的方法,探究网络绿色广告对消费者行为反应的影响机制。通过2×2的组间实验设计发现,对于高环境卷入消费者,相比企业聚焦广告,消费者聚焦型广告能更有效促进其推荐、购买和再访问行为;而对于低环境卷入消费者,则不存在这种差异。研究发现,感知互动性是广告聚焦与消费者环境卷入交互作用对消费者行为反应影响的中介变量。因此,本文建议企业在高环境卷入用户较多的网站上更多地投放消费者聚焦型广告。With the development of online advertising, more and more enterprises use the Internet as a medium to publish green advertising. Based on the literature of green advertising and consumer environmental involvement, the current study explores the impact mechanism of online green advertising on consumer behavior. In this paper, by designing the experiment of 2x2 groups, the research finds that for high environmental involvement consumers, compared with enterprise focus advertising, consumer focus advertising can more effectively promote their behavior of recommendation, purchase and revisit. There is no such difference in the low environmental involvement consumers. In addition, this paper proves the partial mediation effect of perceived interaction. According to the research results, it is suggested that enterprises should put more consumer-focused advertisements on websites on the Internet.

关 键 词：广告聚焦 环境卷入 感知互动性 

分 类 号：F713.8[经济管理—广告] F713.55[经济管理—产业经济]