摘要
基于消费价值理论,以产品类别作为调节变量,研究感知价值模型的内在机制及其与绿色消费意愿的关系,并采用实验法进行实证检验。通过结构方程模型的多群组分析发现,绿色产品的质量价值、价格价值、环境价值与感知价值关系不显著,品牌价值、情感价值、社会价值、认知价值、条件价值与感知价值呈正相关关系,感知价值是绿色消费意愿重要的前置变量。此外,产品类别在产品价值与感知价值关系中的调节作用非常显著。对于绿色快消品而言,质量价值、价格价值、品牌价值、环境价值、条件价值对感知价值产生正向影响,认知价值与感知价值呈现显著的负相关关系;对于绿色耐用品而言,品牌价值、情感价值、社会价值、认知价值和条件价值对感知价值产生显著的正向影响。无论是耐用品还是快消品,感知价值对绿色消费意愿均具有很强的解释力。
Based on the consumption value theory and taking product category as the moderating variable,this paper studies the internal mechanism of the perceived value model and its relationship with green consume inten⁃tion,and adopts the experimental method for empirical test.Through the multi-group analysis of the structural equa⁃tion model,it is found that the quality value,price value,environmental value and perceived value of green products are not significantly correlated,while the brand value,emotional value,social value,epstemic value and conditional value are positively correlated with perceived value.Perceived value is an important antecedent variable of green consume intention.In addition,product category plays a significant role in moderating the relationship between prod⁃uct value and perceived value.For green fast consumer products,quality value,price value,brand value,environ⁃mental value and conditional value have a positive influence on perceived value.There is a significant negative cor⁃relation between epstemic value and perceived value.For green durable products,brand value,emotional value,so⁃cial value,epstemic value and conditional value have significant positive effects on perceived value.Whether it is durable products or fast consumer products,perceived value has a strong explanatory power for green consume inten⁃tion.
作者
赵莉
孙建鑫
ZHAO Li;SUN Jian-xin
出处
《经济论坛》
2020年第8期121-133,共13页
Economic Forum
基金
国家自然科学基金青年基金项目“转型经济情景下企业技术路径锁定效应对创新绩效的影响机理研究”(71402180)
江苏省教育厅社科项目“企业知识管理能力与技术创新绩效——组织敏捷性的作用研究”(2017SJB0930)
中央高校基本科研业务费项目“后发企业技术锁定及逆转机制研究”(2017WB13)。
关键词
产品价值
感知价值
绿色消费意愿
产品类别
Product value
Perceived value
Green consume intention
Product category
