消费者自我概念对绿色产品购买意愿的影响机理——面子意识的中介效应Research on the Influence Mechanism of Consumers' Self-Concept on Green Purchase Intention——The mediating role of face consciousness
崔保军;梅裔;
摘要(Abstract)：
本文基于面子意识与送礼文化,运用情景实验法研究自我概念对消费者绿色产品购买意愿的影响,探究该影响过程中面子意识的中介效应以及购买情境的调节效应。研究结果表明,消费者的自我概念影响其绿色产品购买意愿,且较独立于自我型消费者,依存自我型消费者的绿色产品购买意愿更高。面子意识在依存自我型消费者与绿色产品购买意愿之间发挥中介效应,而面子意识在独立自我与消费者绿色产品购买意愿之间的中介效应未得到验证。同时,购买情境调节依存自我型消费者通过中介面子意识对绿色产品购买意愿的影响,发挥有中介的调节效应,但购买情境对独立自我型消费者通过中介面子意识对绿色产品购买意愿的调节效应未得到验证。因此,生产经营绿色产品的厂商应注重运用消费者的自我概念及其面子意识进行市场细分,选准目标市场以提高经营效益。
关键词(KeyWords)： 自我概念;面子意识;购买情境;送礼文化;绿色购买意愿
基金项目(Foundation): 国家社科基金项目(20BGL245)
作者(Authors): 崔保军;梅裔;
DOI: 10.16366/j.cnki.1000-2359.2021.05.08
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