摘要
基于计划行为理论、常人方法理论和期望模型理论,构建了绿色消费意向的研究模型,通过问卷调查收集数据,采用结构方程、Bootstrap法和层次回归模型法进行实证分析。研究结果表明:主观规范和公共媒体影响正向影响绿色消费意向;个人结果期望和自我效能中介了主观规范和公共媒体影响与绿色消费意向的关系;溢价支付意愿正向调节个人结果期望与绿色消费意向的关系,进一步调节个人结果期望在主观规范和公共媒体影响与绿色消费意向间的中介效应。
This paper constructs the model of green consumption intention based on theory of planned behavior, ethnomethodology and expectancy model. Through the questionnaire survey, it empirical analyzes the green consumption intention by structural equation, Bootstrap and hierarchical regression model. Results show that subjective norms and public media influence have positive influence on green consumption intention. Personal outcome expectation and self-efficacy mediate the relationship between subjective norms, public media influence and green consumption intention. Willingness to pay premium positively moderates the relationship between personal result expectation and green consumption intention, and further moderates the mediating effect of personal result expectation on the relationship between subjective norms and green consumption intention, and moderates the mediating effect of personal result expectation on the relationship between public media influence and green consumption intention.
作者
李志兰
马小娜
马勇
LI Zhi-lan;MA Xiao-na;MA Yong(School of Business Administration,Henan University of Economics and Law,Zhengzhou 450046)
出处
《软科学》
CSSCI
北大核心
2019年第11期113-119,共7页
Soft Science
基金
国家自然科学基金项目(71602048)
关键词
绿色消费意向
主观规范
公共媒体影响
溢价支付意愿
green consumption intention
subjective norms
public media influence
willingness to pay premium
