摘要
本文基于感知价值理论和信任理论,构建了绿色感知价值、绿色信任和绿色购买意向之间的理论模型,并收集271个消费者样本,运用结构方程模型和线性回归方法,探讨消费者的绿色感知价值和绿色信任分别对绿色购买意向的影响,绿色信任在绿色感知价值和绿色购买意向之间的中介作用,以及绿色感知价值对绿色信任与绿色购买意向之间的路径所起的调节作用。研究结果表明,绿色感知价值和绿色信任均对绿色购买意向具有影响,绿色感知价值显著正向调节绿色信任对绿色购买意向的影响。
Based on the theory of perceived value and Trust, we constructed a theoretical model of green perceived value, green trust and green purchase intention, and then collected 271 samples, using structural equation model and linear regression methods to explore the effect of the green perceived value and green trust on green purchase intention, the mediation role of green trust between green perceived value and green purchase intention, and moderation role of the green perceived value between green trust and green purchase intention. The results show that green perceived value and green trust have a significant positive impact on green purchase intention, green trust makes partial mediator role between green perceived value and green purchase intention, and green perceived value has a significantly positive moderate to green trust and green purchase intention.
出处
《江苏商论》
2016年第9期15-20,共6页
Jiangsu Commercial Forum
关键词
绿色感知价值
绿色信任
绿色购买意向
green perceived value
green trust
green purchase intention
