本文選題：印象管理動(dòng)機(jī) + 廣告訴求類型��； 參考：《哈爾濱工業(yè)大學(xué)》2017年碩士論文

【摘要】：近幾年,人們已經(jīng)開始注意到不環(huán)保的生活方式和習(xí)慣會(huì)對環(huán)境造成嚴(yán)重的后果,因此無論是個(gè)人、政府還是企業(yè)都越來越重視綠色問題,對于消費(fèi)者個(gè)人來說,他們通過對綠色產(chǎn)品的購買與消費(fèi)體現(xiàn)對綠色的關(guān)注,同時(shí)對綠色環(huán)保概念的重視程度也變得很高;政府部門推出與環(huán)境保護(hù)有關(guān)的法律法規(guī),提倡節(jié)約資源、減少廢物排放,號(hào)召公眾低碳生活,并要求用綠色標(biāo)志認(rèn)證綠色產(chǎn)品,鼓勵(lì)制造低污染產(chǎn)品;企業(yè)向公眾傳播社會(huì)價(jià)值,承擔(dān)責(zé)任,采取多樣化綠色營銷策略吸引消費(fèi)者。因此,綠色產(chǎn)品在生活中變得越來越重要。本文研究的是綠色產(chǎn)品再次購買意愿,基于許可效應(yīng)理論將初次購買不同產(chǎn)品類型即初次購買普通產(chǎn)品或初次購買綠色產(chǎn)品作為自變量,探究再次購買綠色產(chǎn)品意愿的差異。根據(jù)印象管理動(dòng)機(jī)理論,研究印象管理動(dòng)機(jī)對綠色產(chǎn)品再次購買意愿在初次購買不同產(chǎn)品類型后的差異的作用。根據(jù)功能及自我一致性理論,廣告訴求分為不同類型,對印象管理動(dòng)機(jī)有刺激作用,故再引入廣告訴求類型作為調(diào)節(jié)印象管理動(dòng)機(jī)對初次購買不同產(chǎn)品類型對綠色產(chǎn)品再次購買意愿的差異的再調(diào)節(jié)變量,以此檢驗(yàn)廣告訴求類型的雙重調(diào)節(jié)作用。研究采用實(shí)驗(yàn)法,預(yù)實(shí)驗(yàn)對變量操縱檢驗(yàn),三組正式實(shí)驗(yàn)驗(yàn)證假設(shè)。本文選用的為統(tǒng)計(jì)產(chǎn)品與服務(wù)解決方案軟件SPSS22.0。根據(jù)結(jié)果表明,第一,綠色產(chǎn)品再次購買意愿在初次購買不同產(chǎn)品類型后是有差異,相比于初次購買普通產(chǎn)品之后,綠色產(chǎn)品再次購買意愿在初次購買綠色產(chǎn)品以后低;第二,印象管理動(dòng)機(jī)的調(diào)節(jié)作用存在,印象管理動(dòng)機(jī)強(qiáng)比印象管理動(dòng)機(jī)弱組的綠色產(chǎn)品再次購買意愿在購買過綠色產(chǎn)品后更強(qiáng),相比于印象管理動(dòng)機(jī)強(qiáng)的組,印象管理動(dòng)機(jī)弱的組的初次購買綠色產(chǎn)品和初次購買普通產(chǎn)品后的綠色產(chǎn)品再次購買意愿差異更大;第三,廣告訴求類型的雙重調(diào)節(jié)作用存在,當(dāng)商家施加感性訴求廣告類型時(shí),印象管理動(dòng)機(jī)調(diào)節(jié)初次購買不同產(chǎn)品類型后的再次購買綠色產(chǎn)品意愿差異,相比于印象管理動(dòng)機(jī)弱,如果印象管理動(dòng)機(jī)強(qiáng),那么綠色產(chǎn)品再次購買意愿在購買過綠色產(chǎn)品后大,相比于印象管理動(dòng)機(jī)強(qiáng)的組,印象管理動(dòng)機(jī)弱的組的綠色產(chǎn)品再次購買意愿在初次購買綠色產(chǎn)品和初次購買普通產(chǎn)品后的差異大。
[Abstract]:In recent years, people have begun to pay attention to the serious consequences of non-environmental lifestyle and habits on the environment. Therefore, both individuals, governments and enterprises are paying more and more attention to the green issue, which is more and more important to individual consumers. They pay more attention to green through the purchase and consumption of green products. At the same time, they attach great importance to the concept of green environment. Government departments introduce laws and regulations related to environmental protection to promote conservation of resources and reduce waste emissions. Call on the public to live low carbon, and require green label certification green products, encourage the manufacture of low pollution products; enterprises to the public to disseminate social value, take responsibility, adopt a variety of green marketing strategies to attract consumers. Therefore, green products are becoming more and more important in life. Based on the theory of license effect, we take the initial purchase of ordinary products or the first purchase of green products as independent variables to explore the differences of willingness to buy green products again. According to the theory of impression management motivation, this paper studies the effect of impression management motivation on the difference of green product repurchase intention after buying different product types for the first time. According to the theory of function and self-consistency, advertising demands can be classified into different types, which can stimulate the motivation of impression management. Therefore, the advertising appeal type is introduced as the reregulation variable of adjusting impression management motivation to the difference between the initial purchase of different product types and the green product repurchase intention, so as to test the dual adjustment effect of advertising appeal type. Three groups of formal experiments were used to verify the hypothesis. In this paper, the statistical products and services solution software SPSS 22.0. According to the results, first, the willingness to buy green products again is different after the first purchase of different product types, compared with the first purchase of ordinary products, the willingness to buy green products again is lower after the initial purchase of green products; second, Impression management motivation has a moderating effect. Impression management motivation is stronger than impression management motivation group of green product re-purchase will after buying green products, compared with impression management motivation strong group, The difference between the initial purchase of green products and the purchase of green products after the initial purchase of ordinary products is greater than that of the groups with weak impression management motivation. Third, the dual regulating role of advertising appeal type exists. When the merchant exerts the perceptual appeal advertisement type, the impression management motive adjusts the difference of the desire to buy green product again after the first purchase of different product type, compared with the impression management motive, if the impression management motive is strong, Well, green products are more willing to buy again after they have purchased green products, compared with groups with strong impression management motivation. The group with weak motivation of impression management had great difference in the willingness to buy green product again after the first purchase of green product and the first purchase of ordinary product.
【學(xué)位授予單位】：哈爾濱工業(yè)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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