上海财经大学学报：哲学社会科学版
上海財經大學學報：哲學社會科學版
상해재경대학학보：철학사회과학판
Journal of Shanghai University of Finance and Economics
2015年
2期
64~75
,共null页
文化价值观 自我建构 绿色产品 计划行为理论 结构方程模型
文化價值觀 自我建構 綠色產品 計劃行為理論 結構方程模型
문화개치관 자아건구 록색산품 계화행위이론 결구방정모형
culture value; self-construal; green product; theory of planned behavior structural equation model
为了探索中国传统的文化价值观对消费者环保行为的影响,文章研究消费者的依存型自我建构与其绿色产品购买行为之间的相互关系。依存型自我建构是一种将自己的态度和行动建立在其他关系人的思想、情感和行动基础之上的自我;而绿色产品购买行为是消费者购买原料、生产过程、使用和报废后处理等都有利于生态环境保护的产品的行为。文章采用AMOS17.0软件,以871份问卷数据为样本对它们的影响关系进行了检验,研究结果表明,消费者的依存型自我建构对其绿色购买行为具有显著的影响。这一研究结果不但说明中国传统文化价值对消费者的环保行为具有一定影响,而且为绿色营销的市场瞄准和定位提供了新的依据,企业可以根据消费者的依存型自我建构找到绿色产品的主要顾客群,并针对顾客群的依存型自我建构特征设计和推广产品品牌和企业形象。
為瞭探索中國傳統的文化價值觀對消費者環保行為的影響,文章研究消費者的依存型自我建構與其綠色產品購買行為之間的相互關繫。依存型自我建構是一種將自己的態度和行動建立在其他關繫人的思想、情感和行動基礎之上的自我;而綠色產品購買行為是消費者購買原料、生產過程、使用和報廢後處理等都有利于生態環境保護的產品的行為。文章採用AMOS17.0軟件,以871份問捲數據為樣本對它們的影響關繫進行瞭檢驗,研究結果錶明,消費者的依存型自我建構對其綠色購買行為具有顯著的影響。這一研究結果不但說明中國傳統文化價值對消費者的環保行為具有一定影響,而且為綠色營銷的市場瞄準和定位提供瞭新的依據,企業可以根據消費者的依存型自我建構找到綠色產品的主要顧客群,併針對顧客群的依存型自我建構特徵設計和推廣產品品牌和企業形象。
위료탐색중국전통적문화개치관대소비자배보행위적영향,문장연구소비자적의존형자아건구여기록색산품구매행위지간적상호관계。의존형자아건구시일충장자기적태도화행동건립재기타관계인적사상、정감화행동기출지상적자아;이록색산품구매행위시소비자구매원료、생산과정、사용화보폐후처리등도유리우생태배경보호적산품적행위。문장채용AMOS17.0연건,이871빈문권수거위양본대타문적영향관계진행료검험,연구결과표명,소비자적의존형자아건구대기록색구매행위구유현저적영향。저일연구결과불단설명중국전통문화개치대소비자적배보행위구유일정영향,이차위록색영소적시장묘준화정위제공료신적의거,기업가이근거소비자적의존형자아건구조도록색산품적주요고객군,병침대고객군적의존형자아건구특정설계화추엄산품품패화기업형상。
In order to explore how traditional Chinese culture value influences consumer environmental protection behavior,this paper studies the relationship between consumers＇ interdependent self-construal and green product purchase behavior.Interdependent self-construal is a self with the construction of attitudes and activities based on thoughts,feelings and actions of other related people,while green product purchase behavior is the behavior of purchasing products which are eco-friendly in raw materials,production process,utilization and treatment after being reported as worthless.By employing AMOS17.0,this paper tests the relationship between traditional Chinese culture value and consumer environmental protection behavior based on the data taken from 871 questionnaires.It reaches the conclusion that interdependent self-construal can influence green product purchase behavior significantly.This result not only shows that traditional Chinese culture value can influence consumer environmental protection behavior to a certain extent,but also offers new reference for market targeting and positioning in green marketing.Enterprises can track main customer groups of green products according to interdependent self-construal of consumers,and can design and promote product brands and firm images in accordance with customer groups＇ interdependent self-construal.
