本研究的第一個目的是考察消費者購買綠色豪華車的意圖如何受到利他主義價值的影響,并且這種影響是否受到地位動機的調(diào)節(jié)作用。第二個目的是考察消費者購買綠色豪華車的意圖如何受到地位動機的影響,并且這種影響是否受到物質(zhì)主義的中介作用。其中,物質(zhì)主義的維度分為幸福、社會認(rèn)知和獨特性,文化變量包含水平個人主義、垂直個人主義、水平集體主義和垂直集體主義。數(shù)據(jù)基于四個國家樣本即巴基斯坦、中國、德國和法國。我們的研究基于Griskevicius,Tybur和Bergh（2010）的成果,他們認(rèn)為消費者相對于非綠色的豪華車更加偏愛綠色豪華汽車可能是為了體現(xiàn)其身份地位。本研究利用在線調(diào)查技術(shù)定量研究方法來收集來自巴基斯坦、中國、德國、法國等受訪者的跨文化數(shù)據(jù)（896）。此外,使用目的抽樣技術(shù)識別和收集來自寶馬品牌的當(dāng)前和潛在客戶的數(shù)據(jù)。同時,我們還采用自我管理的方法,通過在線調(diào)查的方法收集了來自巴基斯坦和中國受訪者的數(shù)據(jù)。最初,我們用英語準(zhǔn)備了一個三頁的以紙張格式設(shè)計的在線調(diào)查問卷。為了收集德國人和法國人的數(shù)據(jù),我們使用了原來的英語版問卷,并得到了目前居住在德國和法國的朋友們的幫助,。因為這些國家的人們對英語... 

【文章來源】：對外經(jīng)濟貿(mào)易大學(xué)北京市 211工程院校 教育部直屬院校

【文章頁數(shù)】：164 頁

【學(xué)位級別】：博士

【文章目錄】：
Acknowledgement
摘要
Abstract
CHAPTER 1: THE INTRODUCTION
    1.0. Introduction
CHAPTER 2: CONCEPTUAL FRAMEWORK
    2.0. Conceptual Framework and Hypotheses Development
        2.1. Competitive Altruism
        2.2. Costly Signaling Theory
CHAPTER 3: LITERATURE REVIEW
    3.0. Literature Review and Hypotheses Development
        3.1. Altruism Value and Status Motivation
        3.2. Status Motivation and Purchase Intention
        3.3. Altruism Value and Purchase Intention
        3.4. Altruism Value, Status Motivation, and Purchase Intention
        3.5. Materialism
            3.5.1. Status Motivation, Materialism and Purchase Intention
        3.6. Cultural Values – Individualism/ Collectivism
            3.6.1. Cultural Values: Horizontal Individualism/ Collectivism and Vertical - Individualism/ Collectivism
            3.6.2. Status Motivation, Cultural Orientation and Purchase Intention
        3.7. Theoretical model
        3.8. Model of Hypothesized relationship
CHAPTER 4. METHODOLOGY
    4.0. Methodology
        4.1. Context of analysis and country selection
        4.2. Sampling Technique and Sample Size
        4.3. Product selection
        4.4. Data collection
        4.5. Pretesting
        4.6. Construct Operationalization
            4.6.1. Altruism value
            4.6.2. Status motivation
            4.6.3. Materialism
            4.6.4. Materialism dimensions
            4.6.5. Cultural values–horizontal-vertical individualism/collectivism
            4.6.6. Purchase Intention
CHAPTER 5: RESULTS AND ANALYSIS
    5.0. Results and Analysis
        5.1. Characteristics of the Respondents
        5.2. Descriptive Statistics
            5.2.1. Gender
            5.2.2. Marital status
            5.2.3. Education
            5.2.4. Income
            5.2.5. Age
        5.3. Control variables
        5.4. Method of Analysis
            5.4.1. Common Method Bias
            5.4.2. Scale reliability
            5.4.3. Validity of measurement model
            5.4.4. Correlation analysis
            5.4.5. Structure Equation Modeling
        5.5. Mediation effect
        5.6. Calculations of Moderation effects
        5.7. A- Moderating Effects of Materialism
        5.8. B- Moderating effects of the Cultural Value （Horizontal/ Vertical Individualism and Horizontal/ Vertical Collectivism）
CHAPTER 6: DISCUSSION AND CONCLUSION
    6.0. Discussion and Conclusion
        6.1. Managerial Implications
        6.2. Limitations and Future Research Directions
CHAPTER 7: References
LIST OF PUBLICATIONS



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