绿色产品重复购买意向研究——基于广告诉求方式的调节效应

Research on Repeated Purchase Intention of Green Products——The Moderating Effect of Advertising Appealing Mode

基于绿色感知价值和印象管理动机理论,通过准实验方法,揭示了消费者绿色产品重复购买意向的影响因素。研究表明：（1）绿色感知价值在绿色价值与情感价值两维度方面正向影响绿色产品重复购买意向;（2）印象管理动机在社会赞许愿望动机与自我建构动机两维度方面正向影响绿色产品重复购买意向;（3）广告诉求方式在消费者绿色感知价值及印象管理动机对绿色产品重复购买意向的影响中起调节作用。

Based on the theory of green perceived value and impression management motivation,this paper reveals the influencing factors of consumers＇ repeated purchase intentions of green products through quasi-experimental method. Result shows that： green perceived value has positive influence on repeat purchase intention of green product in two dimensions of green value and emotional value. Impression management motivation has positive influence on repeated purchase intention of green products in the two dimensions of desire motive of social praise and motivation of self-construction. The way of advertising appeal plays a regulatory role in the influence on repeated purchase intention of green products from consumer green perceived value and impression management motivation.