合作何以共赢?酒店合作策略助推顾客绿色消费意愿以小拨大效应研究  

How to Win-Win Cooperation? The Small Predicts Large Effect of Hotel’s Cooperation Strategy in Nudging Customers’Green Consumption Intentions

作　　者：郭养红 胥兴安 GUO Yanghong;XU Xing’an(School of Economics and Management,Lanzhou University of Technology,Lanzhou 730050,China;School of Tourism,Hainan University,Haikou 570228,China)

机构地区：[1]兰州理工大学经济管理学院,甘肃兰州730050 [2]海南大学旅游学院,海南海口570228

出　　处：《旅游科学》2022年第5期1-20,共20页Tourism Science

基　　金：国家自然科学基金项目“群体服务失败下感知集体情绪过当性对顾客参与服务补救影响”(71962006);甘肃省高等学校创新基金项目“酒店默认选项设置助推顾客绿色消费意愿实验研究——以甘肃为例”(2021A-018);兰州理工大学高等教育研究项目“新时代大学生创业意愿多层面驱动因素及其对创业行为的影响研究”(GJ2021B-32)。

摘　　要：文章基于社会交换理论和归因理论,运用情景模拟实验法,探究酒店合作策略助推顾客绿色消费意愿的作用机制及边界条件。研究发现:酒店合作策略能有效助推顾客绿色消费意愿,且互惠型合作策略比诱因型合作策略更能有效助推顾客绿色消费意愿;亏欠感在酒店合作策略影响顾客绿色消费意愿中起中介作用,且互惠型合作策略比诱因型合作策略更能增进顾客亏欠感;亏欠感在酒店合作策略与顾客绿色消费意愿间的中介效应受顾客动机归因的调节,最终对顾客绿色消费意愿形成有调节的中介作用。文章拓展了合作策略激励助推方法在酒店绿色消费领域的理论及实证研究,推进了顾客动机归因和酒店绿色消费相关研究,并为酒店如何有效激发顾客绿色消费意愿提供了决策指导。Based on Social Exchange Theory and Attribution Theory,this paper explores the small predicts large effect of hotel’s cooperation strategy in nudging customers’green consumption intentions,it also investigate the mediating role of perceived indebtedness,and the moderating role of customers’motivation attribution in the hotel’s cooperation strategy effect on customers’green consumption intentions.Three experiments were conducted in this paper.The first experiment results showed that hotel’s cooperation strategy can effectively nudge customers’green consumption intentions.In experiment 2,the results showed that customers’green consumption intentions under the reciprocal-based cooperation strategy were significantly higher than those under the incentive-based cooperation strategy,and perceived indebtedness played a mediating role in the relationship between hotel’s cooperation strategy and customers’green consumption intentions.The third experiment examined the moderating role of customers’motivation attribution,the results showed that customers’motivation attribution played a moderating role in the relationship between hotel’s cooperation strategy and customer’s green consumption intentions.Further,customers’motivation attribution moderates the mediating role of perceived indebtedness in the relationship between hotel’s cooperation strategy and customer’s green consumption intentions.In summary,the results of this paper contribute to the cooperation strategy,motivation attribution and green hotel consumption literature by demonstrating that the hotel’s cooperation strategy can effectively nudge customers’green consumption intentions,and it also provide an effective strategy enabling hotels to stimulate customers’green consumption intentions.

关 键 词：酒店合作策略 助推 以小拨大效应 亏欠感 动机归因 

分 类 号：F719.2[经济管理—产业经济]