独树一帜还是随波逐流?消费者类型和奢侈品环保信息交互效应对购买意愿的影响  

Being Unique or Going with the Flow?The Impact of Consumer Type on Purchase Intentions for Sustainable Luxury Goods

作　　者：冯文婷 李洁[2] 沈先运 刘陈陵 Feng Wenting;Li Jie;Shen Xianyun;Liu Chenling(Gemological Institute,China University of Geosciences(Wuhan),Wuhan,430074;Center for Psychological Science and Healthy,Educational Research Institute,China University of Geosciences(Wuhan),Wuhan,430074)

机构地区：[1]中国地质大学(武汉)珠宝学院,武汉430074 [2]中国地质大学(武汉)教育研究院心理科学与健康研究中心,武汉430074

出　　处：《珞珈管理评论》2024年第2期129-146,共18页Luojia Management Review

基　　金：国家自然科学基金面上项目“多市场接触、国际多样化与企业市场绩效的关系研究:基于多市场竞争理论和动态能力理论”(72172107);国家自然科学基金重点项目“全球化和网络化环境下的中国企业品牌国际化营销战略研究”(71532011)。

摘　　要：可持续生产和消费日益成为一个重要的营销领域。消费者对可持续奢侈品的态度具有矛盾性,且不同类型消费者需求各异,但鲜有研究关注消费者类型如何影响其对可持续奢侈品的态度。本研究基于消费者心理需求理论探索了消费者类型(领导、跟随)对可持续奢侈品购买意愿的影响。通过2个实证研究发现,消费者类型(领导、跟随)和奢侈品环保信息(可持续、非可持续)的交互作用会显著地影响消费者购买意愿。在领导型消费者情境下,消费者对可持续奢侈品的购买意愿比非可持续奢侈品更高;在跟随型消费者情境下,消费者对非可持续奢侈品的购买意愿比可持续奢侈品更高。消费者心理需求(分化、同化)和奢侈品环保信息(可持续、非可持续)的匹配一致性(势利效应、跟随效应),中介了消费者类型和奢侈品环保信息的交互效应对消费者购买意愿的影响。Sustainable production and consumption is an increasingly important area of marketing.Consumers attitudes towards sustainable luxury goods are ambivalent and the needs of different types of consumers vary,but few studies have focused on how consumer type influences their attitudes towards sustainable luxury goods.This study explores the effect of consumer type(leader,follower)on purchase intention of sustainable luxury goods based on the psychological needs theory of consumers.Through 2 empirical studies,it was found that the interaction of consumer type(leader,follower)and luxury environmental information(sustainable,non-sustainable)significantly affects consumers purchase intention.Consumers willingness to purchase sustainable luxury goods is higher than non-sustainable luxury goods in the leader consumer context,and it s lower than non-sustainable luxury goods in the follower consumer context.The matching consistency(snobbery effect,followership effect)between consumers psychological needs(differentiation,assimilation)and environmental information about luxury goods(sustainable,non-sustainable)mediated the effect of the interaction effect of consumer type and environmental information about luxury goods on consumers purchase intention.

关 键 词：可持续 奢侈品 消费者类型 心理需求 

分 类 号：F713.50[经济管理—市场营销]