【摘要】：以自我一致性為前因變量,生態(tài)知識(shí)和感知效用為調(diào)節(jié)變量,對(duì)消費(fèi)者-綠色品牌關(guān)系真實(shí)性的建立過程進(jìn)行實(shí)證分析。研究發(fā)現(xiàn):真實(shí)自我一致性、理想自我一致性、社會(huì)自我一致性及理想社會(huì)自我一致性均對(duì)消費(fèi)者-綠色品牌關(guān)系真實(shí)性產(chǎn)生顯著的正向影響,其中社會(huì)自我一致性的影響最大;生態(tài)知識(shí)和感知效用均在真實(shí)自我一致性對(duì)消費(fèi)者-綠色品牌關(guān)系真實(shí)性的影響中起負(fù)向調(diào)節(jié)作用,且均在社會(huì)自我一致性對(duì)消費(fèi)者-綠色品牌關(guān)系真實(shí)性的影響中起正向調(diào)節(jié)作用。最后討論了研究的主要理論貢獻(xiàn)及其對(duì)企業(yè)消費(fèi)者-綠色品牌關(guān)系管理的營銷啟示。
[Abstract]:Based on the variable of self consistency as the antecedent variable, ecological knowledge and perceived utility as the variable, the empirical analysis of the process of establishing the relationship between the consumer and the green brand is carried out. It is found that the true self consistency, the ideal self consistency, the social self consistency and the ideal social self consistency are all true to the relationship between the consumer and the green brand. There is a significant positive impact on sex, of which social self consistency has the greatest impact, and both the ecological knowledge and perceived utility play a negative regulation role in the impact of real self consistency on the authenticity of the consumer green brand relationship, and all of them play a positive role in the impact of social self consistency on the authenticity of the consumer green brand relationship. Finally, the main theoretical contributions of the study and its marketing implications for corporate consumer green brand relationship management are discussed.
【作者單位】： 武漢理工大學(xué)管理學(xué)院;
【基金】：國家自然科學(xué)基金資助項(xiàng)目(71172042) 武漢理工大學(xué)自主創(chuàng)新基金資助項(xiàng)目(2012-IB-092)
【分類號(hào)】：F273.2;F713.55

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