广告诉求方式对绿色消费意愿的影响  

The Influence of Advertising Appeals on Green Consumption Intention

作　　者：薛加玉 龚尹 韩顺平[2] XUE Jia-yu;GONG Yin;HAN Shun-ping(Shanghai Dehui Group Co.,Ltd.,Shanghai 200120,China;Nanjing University,Nanjing Jiangsu 210093,China)

机构地区：[1]上海德汇集团有限公司,上海200120 [2]南京大学,江苏南京210093

出　　处：《技术经济与管理研究》2019年第6期72-77,共6页Journal of Technical Economics & Management

基　　金：国家自然科学基金资助项目(71272098)

摘　　要：为了探讨广告诉求、顾客感知价值和绿色消费意愿之间的关系,本文设计了三个实验,分别验证了顾客感知价值在广告诉求(抽象vs.具体)和绿色消费意愿中的中介作用、利益关联(利己vs.利他)以及印象管理动机强弱对顾客感知价值的调节作用。结果表明,广告诉求可以对顾客感知价值和绿色消费意愿产生重大影响,总体来说具体诉求强于抽象诉求,但会受到利益关联和印象管理动机的调节。当绿色产品强调环境利益时,抽象诉求比具体诉求对顾客感知价值的影响更大;当强调个人利益时,具体诉求的影响更大。当印象管理动机强烈时,抽象诉求对顾客感知价值的影响更大。当印象管理动机较弱时,具体诉求的影响更大.In order to explore the relationship among advertising appeal,customer perceived value and green consumption intention, three experiments were designed to verify the mediating effect of customer perceived value in the relationship between advertising appeal and green product purchase intention,and the moderating role of benefit association and impression management motivation between advertising appeal and consumers' perceived value.The results show that advertising appeal can have a significant impact on customer perceived value and green consumption intention.Generally speaking,the influence of specific appeal is stronger than that of abstract appeal, but it will be regulated by benefit association and impression management motivation.When green products were associated with the benefit of others,abstract appeals were more effective,and when the impression management motivation is strong,abstract appeal has more influence on customer perceived value than concrete appeal.

关 键 词：广告诉求 利益关联 印象管理 顾客感知价值 绿色消费 

分 类 号：F713.8[经济管理—广告]