企业反馈会促进绿色重购意向吗？——购后价值反馈策略对消费者绿色重购意向的影响研究

Will Enterprise Feedback Promote Green Repeated Consumption Intention? An Empirical Study on the Impact of Post-consumption Value Feedback on Consumers’ Green Repeated Consumption Intention

通过绿色营销激发消费者的持续绿色消费行为是企业获得可持续竞争优势、提升绿色竞争力的重要源泉。但现有研究鲜少关注企业的购后绿色营销对消费者持续绿色消费行为的影响。企业的购后营销是否会对消费者的绿色重购行为形成反馈效应?本研究基于社会交换理论、温情理论和认知-情感理论,通过三个实验探讨了企业进行购后价值反馈(社会性vs.功能性)对消费者绿色重购意向的影响,并探究了上述关系中温情感的中介作用与反馈时机的调节作用。实验一表明,与无价值反馈相比,购后价值反馈能显著提升消费者的绿色重购意向,且社会性价值反馈比功能性价值反馈更能增强消费者的绿色重购意向。实验二表明,温情感在购后价值反馈与消费者绿色重购意向的关系中起中介作用,且社会性价值反馈比功能性价值反馈更能增强消费者的温情感。实验三表明,温情感在购后价值反馈与绿色重购意向间的中介效应受到反馈时机的调节,最终对消费者绿色重购意向形成有调节的中介作用。本文为推动绿色重复消费提供了新视角,并为企业制定有效的购后营销策略提供了理论依据。

How to stimulate consumers to sustain and repeat green consumption is not only a realistic problem for enterprises to carry out the all-round diversified green marketing and implement the environment-friendly development strategy, but also an important research field to be urgently promoted by academia. Previous studies have drawn on the relevant theories of environmental psychology and social psychology to deeply analyze consumers’ green consumption behavior. They have taken social psychological factors and their influence mechanism as the research perspective, which has initially formed the research paradigm that takes the three levels of individual psychology, group interaction and social influence as the logical main line to decode the password of green consumption behavior and interpret the attitude-behavior gap. But the existing research basically concentrates on the preconsumption decision-making process and influencing factors by tacitly approving green consumption behavior as consumers’ first or single consumption behavior, and seldom discusses the postconsumption process and green repeated consumption behavior. In fact, green repeated consumption behavior is significantly different from the first or single green consumption behavior, and its formation mechanism and influencing factors are not clear. Whether and how consumers’ first or previous green consumption behavior affects their green repeated consumption behavior requires further discussion of academia. According to the feedback effect principle, the feedback of the positive result evaluation of individual behavior to the individual will promote and motivate the individual, and strengthen the repetition of individual behavior. The feedback of enterprises to consumers’ post-consumption behavior will affect consumers’ evaluation of the brand and consumption behavior. The positive postconsumption feedback of enterprises can significantly improve consumers’ sense of acquisition,achievement and happiness, and provide them extra meaning beyond benefit to encourage consumers to repeat consumption behavior. In view of the above, in the field of green consumption, whether enterprises’ post-consumption feedback strategies will also form the feedback effect on consumers’ green repurchasing behavior is the main focus of this study. Based on the social exchange theory, warmglow theory and cognition-emotion theory, this study investigates the effects of different postconsumption value feedback strategies on green repeated consumption intention and verifies the mediating role of warm-glow in the influence mechanism above and the moderating role of feedback timing in the influence mechanism above through three experiments. ExperimentⅠ demonstrates that compared with the non-value feedback, the value feedback of green consumption can significantly enhance consumers’ repeated consumption intention;furthermore, social value feedback has a more positive effect than functional value feedback. ExperimentⅡ demonstrates that warm-glow plays a mediating role in the relationship between the value feedback of green consumption and green repeated consumption intention, and social value feedback can enhance consumers’ warm-glow more than functional value feedback. ExperimentⅢ demonstrates that the mediating effect of warm-glow is moderated by feedback timing, that is, for the instant feedback, the mediation effect of warm-glow does exist, but for the delayed feedback, the mediation effect of warm-glow does not exist. This study provides a new perspective for promoting green repeated consumption, and also provides theoretical basis for enterprises to develop efficient green post-consumption marketing strategies.