本文選題：感知風(fēng)險(xiǎn) + 綠色產(chǎn)品�。� 參考：《西南交通大學(xué)》2017年碩士論文

【摘要】：當(dāng)前環(huán)境污染問題日益嚴(yán)重,個(gè)人消費(fèi)習(xí)慣與自然環(huán)境狀況息息相關(guān)。發(fā)展離不開消費(fèi),而可持續(xù)發(fā)展離不開綠色消費(fèi),政府大力倡導(dǎo)綠色消費(fèi)行為,在這樣的社會(huì)背景下,許多企業(yè)紛紛向綠色企業(yè)轉(zhuǎn)型,為市場提供更多的綠色產(chǎn)品。然而,我國的綠色產(chǎn)品市場魚目混珠,而綠色產(chǎn)品的價(jià)格往往高于普通產(chǎn)品,加之消費(fèi)者又缺乏對(duì)綠色產(chǎn)品的認(rèn)識(shí),對(duì)綠色產(chǎn)品的認(rèn)同度不高,因此,消費(fèi)者在購買綠色產(chǎn)品方面存在一定的感知風(fēng)險(xiǎn)。已有研究表明,消費(fèi)者在購買產(chǎn)品時(shí),對(duì)商品的感知利得和感知風(fēng)險(xiǎn)會(huì)共同存在,而相對(duì)于提高感知利得消費(fèi)者更傾向于降低感知風(fēng)險(xiǎn)。本文將感知風(fēng)險(xiǎn)這一重要心理變量引入到綠色消費(fèi)的研究中,基于感知風(fēng)險(xiǎn)理論,采用文獻(xiàn)研究法、問卷調(diào)查法,分別從社會(huì)風(fēng)險(xiǎn)、財(cái)務(wù)風(fēng)險(xiǎn)、功能風(fēng)險(xiǎn)、心理風(fēng)險(xiǎn)、身體風(fēng)險(xiǎn)、時(shí)間風(fēng)險(xiǎn)六個(gè)維度考察每個(gè)維度如何影響消費(fèi)者的綠色信任,綠色信任又如何影響綠色產(chǎn)品購買意愿。在此理論基礎(chǔ)上建立結(jié)構(gòu)方程模型,并探討產(chǎn)品類型在影響中的調(diào)節(jié)作用,比較綠色家電和綠色產(chǎn)品在感知風(fēng)險(xiǎn)方面存在的差異。本研究采用SPSS19.0和AMOS21.0軟件對(duì)收集到的問卷數(shù)據(jù)進(jìn)行統(tǒng)計(jì)分析,結(jié)果表明:感知風(fēng)險(xiǎn)對(duì)綠色信任有負(fù)向影響,綠色信任對(duì)綠色產(chǎn)品購買意愿有正向影響,產(chǎn)品類型在感知風(fēng)險(xiǎn)對(duì)綠色信任的影響中具有部分調(diào)節(jié)作用。其中,它在社會(huì)風(fēng)險(xiǎn)和心理風(fēng)險(xiǎn)對(duì)綠色信任的影響中具有顯著調(diào)節(jié)作用,具體而言,相對(duì)于購買綠色食品而言,消費(fèi)者在購買綠色家電時(shí),社會(huì)風(fēng)險(xiǎn)對(duì)綠色信任的負(fù)向影響更加顯著,相對(duì)于購買綠色家電而言,消費(fèi)者在購買綠色食品時(shí),心理風(fēng)險(xiǎn)對(duì)綠色信任的負(fù)向影響更加顯著,而在財(cái)務(wù)風(fēng)險(xiǎn)、功能風(fēng)險(xiǎn)、身體風(fēng)險(xiǎn)和時(shí)間風(fēng)險(xiǎn)方面,產(chǎn)品類型對(duì)綠色信任的影響中不具有顯著調(diào)節(jié)作用。本文的研究結(jié)論對(duì)于政府引導(dǎo)綠色消費(fèi)以及相關(guān)企業(yè)制定營銷方案,降低消費(fèi)者的感知風(fēng)險(xiǎn),獲得消費(fèi)者的綠色信任,從而促進(jìn)綠色產(chǎn)品的銷售有一定的啟發(fā)作用。根據(jù)綠色家電和綠色食品在社會(huì)風(fēng)險(xiǎn)和心理風(fēng)險(xiǎn)方面對(duì)綠色信任的影響存在差異的特點(diǎn),商家也可以有針對(duì)性的采取差異化的營銷策略。
[Abstract]:At present, the problem of environmental pollution is becoming more and more serious, and personal consumption habits are closely related to the state of natural environment. Development can not be separated from consumption, and sustainable development can not do without green consumption. The government strongly advocates green consumption behavior. Under such social background, many enterprises have transformed to green enterprises to provide more green products for the market. However, the green product market in our country is mixed, and the price of the green product is often higher than that of the ordinary product. In addition, the consumers lack the understanding of the green product, and the recognition degree of the green product is not high, therefore, the price of the green product is often higher than that of the ordinary product. Consumers have certain perceived risks in buying green products. Previous studies have shown that consumers tend to reduce perceived risk rather than increase perceived benefits. This paper introduces the important psychological variable of perceived risk into the study of green consumption, based on the theory of perceived risk, using the method of literature research and questionnaire, from social risk, financial risk, functional risk, psychological risk, respectively. The six dimensions of physical risk and time risk examine how each dimension affects the green trust of consumers and how green trust affects the purchase intention of green products. On the basis of this theory, the structural equation model is established, and the adjustment function of product type in the influence is discussed, and the differences in perceived risk between green household appliances and green products are compared. The results show that perceived risk has a negative effect on green trust, and green trust has a positive effect on green product purchase intention. Product types play a part in regulating the impact of perceived risk on green trust. Among them, it plays a significant role in regulating the influence of social risk and psychological risk on green trust. In particular, compared with the purchase of green food, consumers purchase green appliances. The negative impact of social risk on green trust is more significant. Compared with buying green household appliances, the negative impact of psychological risk on green trust is more significant when consumers buy green food, while in financial risk, functional risk, the negative impact of social risk on green trust is more significant. In terms of physical risk and time risk, the effect of product type on green trust is not significantly regulated. The conclusion of this paper is instructive for the government to guide the green consumption and related enterprises to formulate marketing plan, to reduce the perceived risk of consumers, to gain the green trust of consumers, and to promote the sales of green products. According to the differences in social risk and psychological risk between green household appliances and green food, merchants can also adopt differentiated marketing strategies.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F713.55

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