绿色广告诉求与消费者购买意愿关系研究--产品类型和面子意识的调节作用  

Study on Relationship between Green Advertising Appeal and Consumers′Purchase Intention:The Moderating Effects of Product Type and Face Awareness

作　　者：李海廷[1] 孙承文 LI Haiting;SUN Chengwen

机构地区：[1]烟台大学经济管理学院,山东烟台264005

出　　处：《南京工业大学学报（社会科学版）》2022年第2期81-94,112,共15页Journal of Nanjing Tech University：Social Science Edition

基　　金：山东省社会科学规划研究项目“自媒体时代危机事件对旅游目的地品牌信任的影响研究”(21CGLJ38);烟台大学研究生科技创新基金“感知价值视角下企业善因营销对顾客亲社会性行为的影响机制研究”(YDZD2104)。

摘　　要：随着企业绿色化发展战略的转型,如何采取有效的广告诉求促进绿色营销已经引起企业界和学术界的高度关注。根据精细加工模型和印象管理动机理论,通过3个情境实验研究绿色广告诉求与消费者绿色购买意愿的关系及内在作用机制。研究发现:诉求方式(利己和利他)与产品类型(实用品和享乐品)交互作用于消费者绿色购买意愿,绿色感知价值在这交互效应中发挥部分中介传导机制,广告诉求在不同的购买情境(群体和独立)下对绿色购买意愿存在显著的匹配效应,面子意识在这交互效应中起到调节作用。研究结论一方面对丰富绿色广告理论具有一定的参考价值,另一方面为推动绿色营销实践提供有效的广告策略。With the transformation of green development strategy of enterprises,the issue on how to promote green marketing with effective advertising demands has attracted high attention of business and academic circles.Based on the elaboration likelihood model(ELM)and impression management motivation theory,we study the relationship between green advertising appeal and consumers′green purchase intention and its internal mechanism through three situational experiments.The results show that the appeal mode(egoistic vs.altruistic)and the type of product(practical vs.hedonic)interact with consumers′green purchase intention,and green perceived value plays a part of the intermediary mechanism in this interaction effect.Advertising appeal also has a significant matching effect on green purchase intention under different buying situations(group VS independent),and face awareness plays a moderating role in this interaction effect.On the one hand,the research conclusion has certain reference value for enriching green advertising theory.On the other hand,it provides targeted advertising strategy for promoting green marketing practice.

关 键 词：绿色广告诉求 产品类型 购买情境 面子意识 绿色感知价值 

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