Influence Mechanism of Environment-friendly Consumption Repurchase:Based on Goal Progress Perspective

Abstract

Abstract: Most green consumers only buy environment-friendly products once. Previous studies mainly focus on the first-time purchase of green consumption, and few scholars have researched on the repurchase behavior of green consumption from the perspective of firms' long-term performance. Based on the theories of goal progress and social connectedness, this paper studies the effects of goal progress information on the environment-friendly consumption repurchase intention using experimental method. The results show that the interaction between the social connectedness and goal progress information significantly affects the environment-friendly consumption repurchase intention. It also shows that in the context of high social connectedness, to-date information will lead to more favorable repurchase intention than to-go information. Moreover, the effect of goal progress information on environment-friendly consumption repurchase intention is mediated by perceived goal distance with high social connectedness.

Key words: Environment-friendly Consumption Repurchase, Goal Progress, Social Connectedness, Perceived Goal Distance

摘要： 大多消费者的环保消费普遍存在只购买一次的行为模式,现有研究主要聚焦在促进绿色消费首次购买的短期绩效上,而基本缺失了从企业长期绩效视角探讨绿色消费的重购行为。本文基于目标进展和社会联结理论,运用实验法研究目标进展信息对环保消费重购意愿的影响机制。结果表明,社会联结与目标进展信息的交互作用能显著影响环保消费重购意愿,具体而言:在自我与他人社会联结感较高的情境下,相比“待完成”的目标进展信息,“已完成”的目标进展信息对环保消费重购意愿的影响更高。此外,感知目标距离在目标进展信息与社会联结交互作用对环保消费重购意愿的影响中发挥中介效应。

关键词: 环保消费重购意愿, 目标进展, 社会联结, 感知目标距离

CLC Number:

F271.91

XIONG Xiaoming, HUANG Jing, LIN Tao. Influence Mechanism of Environment-friendly Consumption Repurchase:Based on Goal Progress Perspective[J]. , 2018, 34(1): 86-96.

熊小明, 黄静, 林涛. 环保消费重购意愿的影响机制:目标进展视角[J]. 财经论丛, 2018, 34(1): 86-96.

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