营销信息如何影响环保型产品的购买意愿——基于他人在场的调节效应分析

›› 2017, Vol. 29 ›› Issue (1): 166-174.

营销信息如何影响环保型产品的购买意愿——基于他人在场的调节效应分析

金晓彤^1,2, 赵太阳², 李杨³

1. 吉林大学数量经济研究中心, 长春 130012;
2. 吉林大学商学院, 长春 130012;
3. 北京大学光华管理学院, 北京 100871

收稿日期:2014-11-17 出版日期:2017-01-28 发布日期:2017-03-16
通讯作者: 李杨(通讯作者),北京大学光华管理学院博士后。
作者简介:金晓彤,吉林大学商学院教授,博士生导师,博士;赵太阳,吉林大学商学院博士研究生。
基金资助:
国家社会科学基金重点项目（12AZD021）；教育部哲学社会科学研究重大课题攻关项目（12JZD028）；教育部人文社会科学重点研究基地重大项目（13JJD790011）。

How does Marketing Information Affect Purchase Intention of Pro-environmental Products——Based on the Moderating Effect of Social Presence

Jin Xiaotong^1,2, Zhao Taiyang², Li Yang³

1. Centre for Quantitative Economics of Jilin University, Changchun 130012;
2. Business School of Jilin University, Changchun 130012;
3. Guanghua School of Management Peking University, Beijing 100871

Received:2014-11-17 Online:2017-01-28 Published:2017-03-16

摘要/Abstract

摘要：

本文通过实验研究发现产品相关环境知识、企业环保社会责任信息和环保描述性规范信息三类营销信息可以促进消费者对环保型产品的购买意愿。本文还发现，他人在场可以提高消费者对环保型产品的购买意愿，且他人在场抑制了产品相关环境知识、企业环保社会责任信息对购买意愿的影响，而并没有抑制环保描述性规范信息对购买意愿的影响。本文引入信息加工心理学的过滤器模型进行理论解释，并对政府推广环保行动和企业推广环保型产品给出了相应的建议。

Abstract:

Through experimental research, this paper find out that marketing information-the knowledge of product and environment, the information of corporate social responsibility (CSR) and the information of descriptive norms-has significantly positive effect on the purchases intention of pro-environmental products of Chinese consumers. Furthermore, the findings also indicate that social presence could enhance the purchases intention while inhibit the positive effect of the knowledge of product and environment and the information of CSR on purchase intention. However, social presence has no significant effect on the information of descriptive norms. This paper employs information processing theory from psychology to explain the findings and provides suggestions for the government and corporations to better promote pro-environmental movements and products.

Key words: product related environmental knowledge, corporate environmental social responsibility, descriptive norms, presence of others, environmental protection product purchase intention

金晓彤, 赵太阳, 李杨. 营销信息如何影响环保型产品的购买意愿——基于他人在场的调节效应分析[J]. , 2017, 29(1): 166-174.

Jin Xiaotong, Zhao Taiyang, Li Yang. How does Marketing Information Affect Purchase Intention of Pro-environmental Products——Based on the Moderating Effect of Social Presence[J]. , 2017, 29(1): 166-174.

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