管理评论

›› 2019, Vol. 31 ›› Issue (8): 146-156.

• 市场营销 • 上一篇    下一篇

目标进展信息与未来自我联结对环保产品重复购买的影响

熊小明1, 黄静2, 林涛2   

  1. 1. 江西师范大学商学院, 南昌 330022;
    2. 武汉大学经济与管理学院, 武汉 430072
  • 收稿日期:2016-12-23 出版日期:2019-08-28 发布日期:2019-09-11
  • 通讯作者: 黄静(通讯作者),武汉大学经济与管理学院教授,博士生导师,博士
  • 作者简介:熊小明,江西师范大学商学院讲师,博士;林涛,武汉大学经济与管理学院博士研究生。
  • 基金资助:

    教育部人文社科青年基金项目（16YJC630146）。

The Influence of Goal Progress Information and Future Self Connectedness on Environment-friendly Products' Repurchase Intention

Xiong Xiaoming1, Huang Jing2, Lin Tao2   

  1. 1. Business School, Jiangxi Normal University, Nanchang 330022;
    2. School of Economics and Management, Wuhan University, Wuhan 430072
  • Received:2016-12-23 Online:2019-08-28 Published:2019-09-11

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摘要：

本文以目标进展为研究视角，运用实验法研究了目标进展信息对消费者重复购买环保产品意愿的影响。研究发现，目标进展信息和未来自我联结的交互对消费者复购环保产品意愿有积极影响，具体而言：未来自我与现在自我联结程度较高时，企业采用“to-go”的目标进展信息（相对于“to-date”）对消费者复购环保产品意愿会产生更积极的作用。还发现，未来自我联结与目标进展信息的交互是通过感知的目标距离这一中介影响消费者复购环保产品的意愿。

关键词: 环保产品, 重复购买意愿, 目标进展信息, 未来自我联结

Abstract:

In this paper, we research the effects of goal progress information and future self connectedness on the repurchase intention of environmental friendly products. The results show that the interaction between the future self connectedness and goal progress information significantly affects consumers' repurchase intention of environmentally friendly products. It is also found that in the context of high future self connectedness, compared to the to-date frame goal progress information, to-go frame goal progress information has positive effects on consumers' repurchase of environmentally friendly products. Moreover, perceived goal distance plays a role of mediating the impact of goal progress information on repurchase intention for environmentally friendly products with high future self connectedness.

Key words: environmentally friendly products, repurchase intention, goal progress information, future self connectedness