CAJ | 학술논문

文章通过实验法探究了环保型产品的营销信息，即产品和环境知识、企业社会责任信息和描述性规范信息对中国消费者环保型产品购买意愿的影响。数据显示，营销信息对环保型产品购买意愿能够产生显著影响。同时，文章还引入了他人在场情境，研究其对于购买意愿的作用以及其与营销信息的交互作用。结果显示，他人在场情境能够对消费者环保型产品购买意愿产生显著影响，且他人在场与产品和环境知识、企业社会责任信息之间存在反向协同作用。研究结论有助于推动和深化现有的环保型产品消费行为的研究。文章最后就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。
문장통과실험법탐구료배보형산품적영소신식，즉산품화배경지식、기업사회책임신식화묘술성규범신식대중국소비자배보형산품구매의원적영향。수거현시，영소신식대배보형산품구매의원능구산생현저영향。동시，문장환인입료타인재장정경，연구기대우구매의원적작용이급기여영소신식적교호작용。결과현시，타인재장정경능구대소비자배보형산품구매의원산생현저영향，차타인재장여산품화배경지식、기업사회책임신식지간존재반향협동작용。연구결론유조우추동화심화현유적배보형산품소비행위적연구。문장최후취정부추엄배보행동화기업추엄배보형산품급출료상응적건의。
This paper empirically studies the impact of marketing information,which includes knowledge of product and envi?ronment, information of corporate social responsibility (CSR) and information of descriptive norms on Chinese consumers ’ purchase intention of eco-products. Findings from this study indicate that marketing information has a significant impact on purchase intention of eco-products. Meanwhile, the paper also introduces the situation of social presence and makes a re?search on its role in purchase intention as well as its interaction with marketing information. The results show that social pres?ence has a significant impact on consumers’purchase intention of eco-products,and there is a reverse synergy between so?cial presence and product and environmental knowledge as well as CSR information. The findings will contribute to drive and deepen the researches on consumers’purchase behavior of eco-products. Finally,the paper puts forward corresponding sug?gestions for government to facilitate environmental protection actions and for enterprises to promote eco-products.