消费者知识对碳补偿回报计划行为意向的影响

The Influence of Consumer Knowledge on Behavioral Intention of Carbon Offsets Rewards Program

顾客关系项目中的碳补偿回报计划从社会利益层面为顾客提供更多消费价值,这种新型的顾客回报方式能否为消费者所接受,并解决顾客关系项目同质化的问题。以C-A-C范式为基础,建立了碳补偿知识、态度与碳补偿回报计划行为意向的关系模型,旨在揭示碳补偿知识对态度的影响以及由此产生的项目接受行为。单因素组间实验结果表明,碳补偿的社会利益诉求显著影响消费者的态度,继而促进消费者对于碳补偿计划的接受意向,同时,态度在碳补偿知识和碳补偿回报计划行为意向之间发挥着中介作用。并提出了对于引导和增进消费者碳补偿回报计划参与行为意向的实践策略和营销启示。

As a new pattern of customer relationship program, the carbon offsets program offers more consu- ming value at the social benefit level. Whether this program can be accepted by consumers or whether it can make the homogenization of the customer relationship program settled is a problem to be solved. Based on C- A-C model, the experimental study sets up a model of the relationship of consumers knowledge, their attitudes and carbon offsets program behavioral intention in order to explore whether the influence of the consumer knowledge on their attitudes towards the program. The univariate group results show that the social appeals of carbon offsets significantly influence consumer attitudes, and promote carbon offsets program acceptance be- havioral intention. While attitude mediates the effect of carbon offsets knowledge on carbon offsets rewards pro- gram intentions. Then it puts forward practical strategies and marketing implications for guiding and promoting consumers＇ behavioral intention of participating in the carbon offsets program.