民航绿色服务产品的消费者选购行为分析——基于感知利益与感知风险  

Analysis on Consumer Behavior of Willingness to Pay for Green Servie Products in Civil Aviation——Based on Perceived Benefits and Perceived Risks

作　　者：朱佳 孔繁琪 ZHU Jia;KONG Fanqi(School of Economics and Management,Civil Aviation Flight University of China,Guanghan 618307,China)

机构地区：[1]中国民用航空飞行学院经济与管理学院,四川广汉618307

出　　处：《物流科技》2024年第4期62-67,共6页Logistics Sci-Tech

基　　金：中国民用航空飞行学院研究生科研创新基金项目(X2023-26);四川省大学生创新创业训练项目(S202210624074)。

摘　　要：航空公司陆续推出民航绿色服务产品,以促进民航的绿色发展。消费者作为其中至关重要的一环,选购意愿会直接影响民航绿色服务产品的推出。感知利益-风险框架是消费行为研究的一个主流框架,基于这一框架提炼消费者选购民航绿色服务产品的影响因素及其构成维度,并采用问卷调查方法,实证分析了感知利益和感知风险对民航绿色服务产品购买意愿的影响。研究表明:消费者的感知享乐利益、社交利益,感知功能风险、财务风险、时间风险与消费者的选购意愿有显著相关关系。Airlines have continuously launched green service products in air travel to promote the green development of civil aviation.Consumers,as a crucial part of the process,their willingness to pay(WTP)has a direct influence on the introduction of green service products in civil aviation.Based on the benefit-risk assessment framework,which is the mainstream framework for consumer behavior research,this study extracted the factors influencing consumers'WTP for green service products in civil aviation and their constituent dimensions.Then this study used the questionnaire survey method to empirically analyze the impact of perceived benefits and perceived risks on WTP of green service products in civil aviation.The study showed that consumers'perceived enjoyment and social benefits,perceived functional,financial and time risk are significantly correlated with consumers'WTP for green service products in civil aviation.

关 键 词：感知利益 感知风险 民航绿色服务产品 选购意愿 

分 类 号：F562[经济管理—产业经济]