企业社会创新产品道德属性对顾客购买意愿的影响  

The Influences of Ethical Attributes of Corporate Social Innovation Products on Customers'Purchase Intentions

作　　者：范钧[1] 边眺 郑冠亚 Fan Jun;Bin Tiao;Zheng Guanya(School of Business Administration,Zhejiang Gongshang University)

机构地区：[1]浙江工商大学工商管理学院(MBA学院)

出　　处：《营销科学学报》2024年第1期36-53,共18页Journal of Marketing Science

基　　金：国家社会科学基金重点项目(编号:20AGL019)的资助。

摘　　要：借鉴非纯粹利他主义模型的温情效应和线索一致性理论,并通过采用实验方法,分析了企业社会创新产品道德属性对顾客购买意愿的具体影响机制,以及温情感(或称顾客温情感)的中介效应和产品类型的调节效应。本研究发现:企业社会创新产品的象征性和功能性道德属性均能增强顾客购买意愿;顾客温情感在企业社会创新产品道德属性对顾客购买意愿的正向影响中起中介作用;对享乐品而言,象征性道德属性比功能性道德属性更能增强顾客温情感,进而更能增强顾客购买意愿;对实用品而言,功能性道德属性比象征性道德属性更能增强顾客温情感,进而更能增强顾客购买意愿。Based on the warm-glow effect of impure altruism model and clue congruity theory,this study develops a research model to analyze the influence of ethical attributes of corporate social innovation products on customers'purchase intention.In addition,the mediating effect of warm-glow and the moderating effect of product types are verified.The results show that ethi-cal attributes of corporate social innovation products can enhance customers'purchase intentions,and warm-glow plays a media-ting role in the positive relationship between the corporate social innovation product's ethical attributes and customers'purchase intentions.Specifically,for hedonic corporate social innovation products,the symbolic ethical attribute(compared with the functional ethical attribute)can stimulate the customer's warm-glow,and thus can enhance the customer's purchase inten-tion.By contrast,for utilitarian corporate social innovation products,the functional ethical attribute(compared with the sym-bolic ethical attribute)can stimulate the customer's warm-glow,and thus can enhance the customer's purchase intention.

关 键 词：企业社会创新 产品道德属性 温情感 顾客购买意愿 

分 类 号：F274[经济管理—企业管理] F273.2[经济管理—国民经济]