定向绿色广告情景下绿色消费行为演化路径  

Research on the evolutionary path of green consumption behavior in the context of targeted green advertising

作　　者：夏德[1] 张云东 张逸石 XIA De;ZHANG Yundong;ZHANG Yishi(School of Management,Wuhan University of Technology,Wuhan 430070,China)

机构地区：[1]武汉理工大学管理学院,武汉430070

出　　处：《系统工程理论与实践》2024年第4期1282-1303,共22页Systems Engineering-Theory & Practice

基　　金：国家自然科学基金(72172112)。

摘　　要：定向绿色广告如何影响和改变着消费者的绿色消费意愿与行为演化是当下学术界和企业界密切关注的科学问题.本文借鉴经典的SEIR传染病模型,对不同特征的绿色消费群体在定向绿色广告持续浸润下的绿色消费行为的产生和演进过程展开研究.首先基于消费群体的绿色消费特征进行分类,并据此构建定向绿色广告浸润下绿色消费意愿及行为演化的传播动力学模型(以下简称PR2GN模型);然后探讨零平衡点和非零平衡点的存在性以及平衡点处的稳定性;最后基于模型特征,通过数值仿真实验发掘影响转化演变效率的路径和策略.结果表明:1)PR2GN模型基本再生数小于等于1时,存在唯一零平衡点,零平衡点处绿色消费意愿和行为无法转化扩散;2)PR2GN模型基本再生数大于1时,存在唯一非零平衡点,非零平衡点处绿色消费意愿和行为将长期存续和转化;3)PR2GN模型在零平衡点和非零平衡点处均局部渐进稳定;4)为了促进绿色消费意愿和行为的转化扩散,定向绿色广告信息控制策略旨在促进潜在需求者P^(C)向绿色意愿者RC以及两类绿色意愿者(深R_(1)^(C)、浅R_(2)^(C))向绿色购买者GC的转化,并抑制不同阶段和状态的消费者向非绿色消费者N^(C)的转化;5)为显著增加绿色消费者G^(C)的比例,提高绿色消费意愿和行为的转化效率,在四个向绿色购买者G^(C)转化的通道中,应优先考虑抑制绿色购买者G^(C)向非绿色消费者N^(C)的转化,其次提高非绿色消费者NC向绿色购买者G^(C)的转化来实现.研究结论丰富了定向绿色广告传播的内涵,厘清了消费意愿与行为转化演变的关键路径,明确了定向广告的策略选择及其优先方向,为定向广告理论与实践提供有益参考.How targeted green advertising influences and changes consumers’green consumption intention and behavior evolution is a scientific issue that the academic and business circles pay close attention to.This paper draws on the classic SEIR infectious disease model to study the emergence and evolution of green consumption behavior of green consumer groups with different characteristics under the continuous infiltration of targeted green advertising.Firstly,based on the classification of green consumption characteristics of consumer groups,a communication dynamics model of green consumption intention and behavior evolution under the infiltration of targeted green advertising was constructed(hereinafter referred to as PR2GN model).Then the existence of zero equilibrium point and non-zero equilibrium point and the stability at the equilibrium point are discussed.Finally,based on the characteristics of the model,numerical simulation experiments are conducted to explore the paths and strategies that affect the transformation and evolution efficiency.The results show that:1)When the basic regeneration number of PR2GN model is less than or equal to 1,there is a unique zero equilibrium point,and the green consumption intention and behavior cannot be transformed and spread at the zero equilibrium point;2)When the basic regeneration number of PR2GN model is greater than 1,there is a unique non-zero equilibrium point,and the green consumption intention and behavior at the non-zero equilibrium point will continue and transform for a long time;3)PR2GN model is locally asymptotically stable at both zero equilibrium point and non-zero equilibrium point;4)In order to promote the transformation and diffusion of green consumption intention and behavior,the targeted green advertising information control strategy aims to promote the transformation of potential consumers P^(C) to green willing R^(C)and two types of green willing(deep R_(1)^(C),shallow R_(2)^(C))to green buyers G^(C),and inhibit the elimination of different stages and st

关 键 词：定向绿色广告 绿色消费行为 PR2GN模型 演化路径 

分 类 号：C931.1[经济管理—管理学]