摘要
具体的广告诉求往往能更清晰地展示品牌与产品环境友好的特性。然而,当消费者面临具体度不同的绿色广告诉求(具体VS标准VS模糊)时,其内在的认知与情感机制究竟会如何传导?当其对绿色品牌形象(正面VS负面)这一外部背景信息具有事先认知后,绿色广告诉求又将怎样影响其认知情感转变与行为决策?研究基于S-O-R理论、情绪唤醒模型与详尽可能性模型,实证检验了绿色广告诉求具体度在不同情境下的差异化作用。结果表明:当消费者只接受广告刺激时,绿色广告诉求具体度正向影响消费者购买意愿,且绿色信任与积极情绪在该路径中共同发挥了中介作用;当消费者先后接受品牌信息刺激与广告刺激时,绿色品牌形象成为影响广告诉求具体度效用发挥的边界条件。
Specific advertising claims can usually show the eco-friendly characteristics of the brand and products clearly.However,when consumers face green advertising claims with different degrees of specificity(Specific VS Standard VS Vague),how do their internal cognitive and emotional mechanisms transfer?When they have a prior knowledge of the background information of the green brand image(Positive VS Negative),how does the claim specificity affect their cognitive emotional change and behavioral decision-making?Based on S-O-R theory,emotional arousal and the elaboration likelihood model,this paper empirically examines the differential role of green advertising claim specificity in different contexts.The results show that when consumers receive only advertising stimuli,the claim specificity of green advertising positively influences consumers’purchase intentions,and green trust and positive emotion jointly play a mediating role in this path.However,when consumers are stimulated by brand message and advertising successively,green brand image becomes a boundary condition that affects the effectiveness of claim specificity of green advertising.
作者
蒋玉石
郭琴
马晨雅
李倩
JIANG Yushi;GUO Qin;MA Chenya;LI Qian(School of Economics and Management,Southwest Jiaotong University,Chengdu,Sichuan 610031)
出处
《管理现代化》
北大核心
2023年第4期80-90,共11页
Modernization of Management
基金
国家社会科学基金(20BSH103)
国家自然科学基金面上项目(72172129)
教育部人文社会科学研究规划基金(21YJA63003)。
关键词
诉求具体度
绿色品牌形象
绿色信任
积极情绪
购买意愿
Claim specificity
Green brand image
Green trust
Positive emotion
Purchase intention
