消费者困惑对绿色品牌购买意向影响研究——矛盾态度的中介作用

The Research on Effect of Consumer Confusion on Green Brand Purchase Intention——The Mediating Role of Ambivalent Attitude

基于消费者绿色品牌信息困惑和态度行为不一致性的视角,以消费者困惑为自变量,矛盾态度为中介变量,绿色品牌购买意向为因变量,构建了消费者困惑对绿色品牌购买意向影响的概念模型,由结构方程模型实证分析发现:消费者困惑对矛盾态度有显著正向影响;矛盾态度对绿色品牌购买意向有显著负向影响;消费者困惑对绿色品牌购买意向有显著负向影响;矛盾态度分别在相似困惑、超载困惑和模糊困惑对绿色品牌购买意向的影响中发挥显著中介作用。

Base on the consumer confusion for the green brand information and the green brand attitude behavior inconsistencies, we build the concept model of the influence of consumer confusion on green brand purchase intention. In the model, consumer confusion is the independent variable, ambivalent attitude is the mediate variable and green brand purchase intention is the dependent variable. By the empirical analysis of the SEM model, the results are found： consumer confusion has a positive effect on the ambivalent attitude; ambivalent attitude has a negative effect on the green brand purchase intention; consumer confusion has a negative effect on the green brand purchase intention; ambivalent attitude plays a mediating role in the effects of similarity confusion, overload confusion and ambiguous confusion on the green brand purchase intention.