绿色广告诉求对消费者绿色购买意愿的影响机制研究

Research on the Impact Mechanism of Green Advertising Appeal on Consumers'Green Purchase Intention

基于精细加工可能性模型、S-O-R模型和调节定向理论,构建绿色广告诉求影响消费者绿色购买意愿的概念模型,并通过两组实验探讨二者之间的作用机制及边界条件。研究结果表明:相对于利他诉求,利己诉求对消费者的绿色购买意愿、感知广告真实性的影响效应更为显著,且感知广告真实性在绿色广告诉求与绿色购买意愿之间起部分中介作用;调节定向在绿色广告诉求与绿色购买意愿、绿色广告诉求与感知广告真实性之间起调节作用,对于促进定向消费者,相对于利己诉求,利他诉求更能提升消费者的绿色购买意愿和感知广告真实性,对于预防定向消费者,相对于利他诉求,利己诉求更能提升消费者的绿色购买意愿和感知广告真实性。

Based on the Elaboration Likelihood Model,the Stimulus-Organism-Response Model and the Regulation Focus Theory,this paper constructs a conceptual model of green advertising appeal influencing consumers'green purchase intention,and explores the mechanism and boundary conditions between the two variables through two sets of experiments.The research results show that:compared with other-benefit appeals,the impact of self-benefit appeals on consumers'green purchase intentions and perceived advertising authenticity is more significant;Perceived advertising authenticity plays a partial mediating role between green advertising appeals and green purchase intention;Regulation focus plays a moderating role between green advertising appeals and green purchase intention,green advertising appeals and perceived advertising authenticity,for promotion-focused consumers,other-benefit appeals can improve consumers'green product purchase intention and perceived advertising authenticity compared with self-benefit appeals,for prevention-focused individuals,self-benefit appeals can improve consumers'green product purchase intention and perceived advertising authenticity compared with other-benefit appeals.