绿色产品广告诉求对消费者购买意向影响研究

Research on the Influence of Advertising Appeals on Consumers’Purchase Intentions Towards Green Products

为探析绿色产品的适用消费群体和营销方式,基于自我建构理论,选用绿色酒店广告作为材料刺激物,研究了广告诉求(利己vs.利他)×自我建构(独立vs.相依)对消费者购买意向的交互作用和影响机制。结果表明:绿色产品广告诉求和自我建构对消费者广告态度和购买意向具有交互作用,具体而言,独立(vs.相依)自我建构消费者对利己(vs.利他)绿色产品广告诉求的广告态度和购买意向更高,相依(vs.独立)自我建构消费者对利他(vs.利己)绿色产品广告诉求的广告态度和购买意向更高;绿色产品广告诉求和自我建构的交互作用是通过效用感知作用于消费者广告态度和购买意向达成的,当绿色产品广告诉求和自我建构相匹配时,消费者若拥有更强的产品效用感知,就会引发更高程度的广告态度和购买意向。由此,企业应采用不同的广告诉求方式来匹配消费者的自我建构类别,并将宣传重心放在效用感知上,以提升消费者的广告态度和购买意向。

In order to analyze the applicable consumer groups and marketing methods of green products,based on the theory of self-construction,green hotel advertisements are selected as the material stimulus,to study the interactive effect and influence mechanism of advertising appeals(self-benefit vs.other-benefit)and self-construction(independence vs.interdependence)on consumers’purchase intentions.The results shows that the advertising appeals of green product and self-construction have an interactive effect on consumers’advertising attitudes and purchase intentions.Specifically,consumers with independent(vs.interdependent)self-construction have higher evaluation of advertising attitudes and purchase intentions on self-benefit(vs.other-benefit)advertising appeals;consumers with dependent(vs.independent)self-construction have higher advertising attitudes and purchase intentions towards altruistic(vs.self-interest)green product advertising;the interaction of green product advertising and self-constructionon consumers’advertising attitudes and purchase intentionsis achieved through the intermediary of perceived effectiveness.When the advertising appeals of green products match the self-construction appropriately,if consumers have a stronger perception of perceived effectiveness of green products,a higher degree of advertising attitudes and purchase intentions will be motivated.Therefore,companies should use different advertising methods to match consumers’self-construction,and focus on publicity on the perceived effectiveness of green products,to enhance consumers’advertising attitudes and purchase intentions.