权力对消费者绿色品牌依恋影响研究:绿色涉入度的调节作用

The Impact of Power on Consumers' Green Brand Attachment:The Moderating Role of Green Involvement

根据消费者-品牌关系理论,以消费者-绿色品牌关系真实性为中介变量,绿色涉入度为调节变量,构建了不同权力要素对消费者绿色品牌依恋影响的概念模型。实证结果表明:个体权力和社会权力均对绿色品牌依恋有显著正向影响;消费者-绿色品牌关系真实性分别在个体权力和社会权力与绿色品牌依恋的关系中有部分中介作用;绿色涉入度正向调节消费者-绿色品牌关系真实性在个体权力和绿色品牌依恋关系中的中介作用。

Based on the theory of consumer - brand relationship, with the consumer - green brand rela- tionship authenticity as the mediate variable, and green involvement as the moderate variable, the theo- retical construction of the different power facts on the consumers＇ green brand attachment is built. The empirical results show that： individual power and social power both have positive effects on the green brand attachment; consumer- green brand relationship authenticity plays part mediating role between in- dividual power and social power on green brand attachment; but green involvement only positively moder- ate the mediating role of consumer - green brand relationship authenticity between individual power and green brand attachment.