本文選題：時(shí)間觀　切入點(diǎn)：適應(yīng)態(tài)度　出處：《武漢大學(xué)》2017年碩士論文

【摘要】：全球變暖作為一個(gè)大家都在關(guān)注的問(wèn)題,近期越來(lái)越以頻繁的姿態(tài)出現(xiàn)在我們?nèi)粘Ｉ钪�。大多�?shù)關(guān)于全球變暖環(huán)境態(tài)度的研究并沒(méi)有從個(gè)人視角展開(kāi)深入的探討,特別是從個(gè)體的時(shí)間觀念視角來(lái)展開(kāi)對(duì)適應(yīng)和減緩兩種回應(yīng)態(tài)度的研究。環(huán)境本身是個(gè)和時(shí)間不可分離的變量,環(huán)境問(wèn)題的發(fā)生往往與時(shí)間遠(yuǎn)近相關(guān)聯(lián),這也就讓不同時(shí)間觀念的個(gè)體在看待同一環(huán)境問(wèn)題時(shí),會(huì)產(chǎn)生不同偏好性的環(huán)境態(tài)度,即時(shí)間觀與環(huán)境態(tài)度之間產(chǎn)生相關(guān)性。而當(dāng)這一環(huán)境態(tài)度體現(xiàn)在綠色產(chǎn)品的屬性時(shí),不同時(shí)間觀的人們也會(huì)對(duì)不同環(huán)境態(tài)度屬性的綠色產(chǎn)品產(chǎn)生不一樣的購(gòu)買意向,處于匹配關(guān)系的消費(fèi)者可能會(huì)對(duì)該綠色產(chǎn)品持有更高的購(gòu)買意向,而處于不匹配關(guān)系的消費(fèi)者則會(huì)持有相對(duì)較低的購(gòu)買意向。所以,本文不僅會(huì)探索時(shí)間觀和環(huán)境態(tài)度之間的關(guān)系,還會(huì)結(jié)合營(yíng)銷場(chǎng)景中的綠色產(chǎn)品,考察兩者的相關(guān)性可能會(huì)對(duì)消費(fèi)意向產(chǎn)生的影響作用。借助三個(gè)實(shí)驗(yàn),本文旨在研究當(dāng)面對(duì)全球變暖時(shí)人們的時(shí)間觀和環(huán)境態(tài)度之間的關(guān)系。實(shí)驗(yàn)一檢查了人們的線性時(shí)間觀和循環(huán)時(shí)間觀與全球變暖下適應(yīng)和減緩態(tài)度之間的關(guān)系,具體而言,當(dāng)面對(duì)全球變暖問(wèn)題時(shí),線性時(shí)間觀的人們傾向于做出適應(yīng)氣候問(wèn)題的態(tài)度,而循環(huán)時(shí)間觀的人們傾向于做出減緩氣候問(wèn)題的態(tài)度。實(shí)驗(yàn)二探究了這一差異的中介機(jī)制。本文認(rèn)為對(duì)全球變暖問(wèn)題的環(huán)境風(fēng)險(xiǎn)持續(xù)性感知中介了時(shí)間觀與適應(yīng)和減緩之間的關(guān)系。實(shí)驗(yàn)三將個(gè)體的時(shí)間觀和環(huán)境態(tài)度放置在營(yíng)銷場(chǎng)景中,探討消費(fèi)者的時(shí)間觀和產(chǎn)品的環(huán)境態(tài)度屬性之間的匹配關(guān)系是如何影響消費(fèi)者的購(gòu)買意向的。研究發(fā)現(xiàn),當(dāng)消費(fèi)者的時(shí)間觀和產(chǎn)品的環(huán)境態(tài)度屬性相匹配時(shí)(相比不匹配時(shí)),消費(fèi)者對(duì)綠色產(chǎn)品的購(gòu)買意愿更高。即與循環(huán)時(shí)間觀的人們相比,線性時(shí)間觀的人們對(duì)具有適應(yīng)全球變暖問(wèn)題的綠色產(chǎn)品有更高的消費(fèi)意向;而與線性時(shí)間觀的人們相比,循環(huán)時(shí)間觀的人們對(duì)具有減緩全球變暖問(wèn)題的綠色產(chǎn)品有更高的消費(fèi)意向。最后,本文就研究結(jié)果的管理啟示進(jìn)行了探討,并提出了本研究的局限性,指出了未來(lái)研究方向。
[Abstract]:Global warming, as a matter of concern, has become increasingly frequent in our daily life.Most researches on attitude towards global warming environment are not deeply discussed from a personal perspective, especially from the perspective of individual time concept to study two kinds of response attitudes: adaptation and mitigation.The environment itself is an inseparable variable from time, and the occurrence of environmental problems is often associated with time far and near, which makes individuals with different time concepts have different environmental attitudes when they look at the same environmental problem.That is, there is a correlation between time view and environmental attitude.When this environmental attitude is reflected in the attributes of green products, people from different time views will also produce different purchase intentions for green products with different environmental attitude attributes.Consumers in a matching relationship may have a higher purchase intention for the green product, while consumers in a mismatch may hold a relatively low purchase intention.Therefore, this paper will not only explore the relationship between time view and environmental attitude, but also combine the green products in the marketing scene to investigate the impact of the correlation between the two on the consumption intention.With the aid of three experiments, this paper aims to study the relationship between people's time view and environmental attitude in the face of global warming.Experiment one examines the relationship between people's linear and cyclic views of time and attitudes to adaptation and mitigation under global warming, specifically, in the face of global warming,People with linear time tend to adopt an attitude to adapt to climate problems, while people with cyclic time tend to take an attitude towards climate mitigation.Experiment two explores the mediating mechanism of this difference.This paper argues that environmental risk persistence perception of global warming mediates the relationship between time perspective and adaptation and mitigation.In the third experiment, we put individual time view and environment attitude into the marketing scene to explore how the matching relationship between the consumer's time view and the product's environmental attitude attribute affects the consumer's purchase intention.It is found that when the consumer's time view matches the environmental attitude attribute of the product (compared with the mismatch, the consumer is more willing to buy the green product.That is, people with linear time view have higher consumption intention for green products that adapt to global warming than people with circular time view, while people with linear time view have higher consumption intention than those with linear time view.People with a cycle-time perspective have a higher consumption interest in green products with global warming mitigation problems.Finally, this paper discusses the management implications of the research results, points out the limitations of this study and points out the future research direction.
【學(xué)位授予單位】：武漢大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：X2;F713.55

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