目标进展信息与未来自我联结对环保产品重复购买的影响
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摘要
本文以目标进展为研究视角,运用实验法研究了目标进展信息对消费者重复购买环保产品意愿的影响。研究发现,目标进展信息和未来自我联结的交互对消费者复购环保产品意愿有积极影响,具体而言:未来自我与现在自我联结程度较高时,企业采用"to-go"的目标进展信息(相对于"to-date")对消费者复购环保产品意愿会产生更积极的作用。还发现,未来自我联结与目标进展信息的交互是通过感知的目标距离这一中介影响消费者复购环保产品的意愿。
In this paper,we research the effects of goal progress information and future self connectedness on the repurchase intention of environmental friendly products. The results show that the interaction between the future self connectedness and goal progress information significantly affects consumers' repurchase intention of environmentally friendly products. It is also found that in the context of high future self connectedness,compared to the to-date frame goal progress information,to-go frame goal progress information has positive effects on consumers' repurchase of environmentally friendly products. Moreover,perceived goal distance plays a role of mediating the impact of goal progress information on repurchase intention for environmentally friendly products with high future self connectedness.
In this paper,we research the effects of goal progress information and future self connectedness on the repurchase intention of environmental friendly products. The results show that the interaction between the future self connectedness and goal progress information significantly affects consumers' repurchase intention of environmentally friendly products. It is also found that in the context of high future self connectedness,compared to the to-date frame goal progress information,to-go frame goal progress information has positive effects on consumers' repurchase of environmentally friendly products. Moreover,perceived goal distance plays a role of mediating the impact of goal progress information on repurchase intention for environmentally friendly products with high future self connectedness.
引文
[1]Katsikeas C.S.,Leonidou C.N.,Zeriti A.Eco-friendly Product Development Strategy:Antecedents,Outcomes,and Contingent Effects[J].Journal of the Academy of Marketing Science,2016,44(1):1-25
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[3]Gupta S.,Ogden D.T.To Buy or Not to Buy?A Social Dilemma Perspective on Green Buying[J].Journal of Consumer Marketing,2009,26(6):376-391
[4]吴波．绿色消费研究评述[J]．经济管理，2014,(11):178-189
[5]杜伟强，曹花蕊．基于自身短期与社会长远利益两难选择的绿色消费机制[J]．心理科学进展，2013,21(5):775-784
[6]Fishbach A.,Dhar R.Goals as Excuses or Guides:The Liberating Effect of Perceived Goal Progress on Choice[J].Journal of Consumer Research,2005,32(3):370-377
[7]Koo M.,Fishbach A.Dynamics of Self-regulation:How(Un)accomplished Goal Actions Affect Motivation[J].Journal of Personality&Social Psychology,2008,94(2):183-95
[8]Yang D.,Lu Y.,Zhu W.,Su C.Going Green:How Different Advertising Appeals Impact Green Consumption Behavior[J].Journal of Business Research,2015,68(12):2663-2675
[9]Parfit D.Personal Identity[J].Philosophical Review,1971,80(1):3-27
[10]Bartels D.M.,Urminsky O.To Know and to Care:How Awareness and Valuation of the Future Jointly Shape Consumer Spending[J].Journal of Consumer Research,2015,41(6):1469-1485
[11]Li X.,Zhang M.The Effects of Heightened Physiological Needs on Perception of Psychological Connectedness[J].Journal of Consumer Research,2014,41(4):1078-1088
[12]Savita U.,Kumar N.Consumer Attitude Towards Environment-Friendly Products:A Comparative Analysis[J].Journal of Marketing Management,2010,9(1/2):88-98
[13]Gao Y.L.,Mattila A.S.The Impact of Option Popularity,Social Inclusion/Exclusion,and Self-affirmation on Consumers’Propensity to Choose Green Hotels[J].Journal of Business Ethics,2016,136(3):575-585
[14]金晓彤，赵太阳，李杨．营销信息如何影响环保型产品的购买意愿---基于他人在场的调节效应分析[J]．管理评论，2017,29(1):166-174
[15]Olsen M.C.,Slotegraaf R.J.,Chandukala S.R.Green Claims and Message Frames:How Green New Products Change Brand Attitude[J].Journal of Marketing,2014,78(5):119-137
[16]Shrum L.J.,John A.M.,Tina M.Lowrey.Buyer Characteristics of the Green Consumer and Their Implications for Advertising Strategy[J].Journal of Advertising,1995,24(2):71-82
[17]Goldstein N.J.,Cialdini R.B.,Griskevicius V.A Room with a Viewpoint:Using Social Norms to Motivate Environmental Conservation in Hotels[J].Journal of Consumer Research,2008,35(3):472-482
[18]Leonidou L.C.,Leonidou C.N.,Kvasova O.Antecedents and Outcomes of Consumer Environmentally-Friendly Attitudes and Behavior[J].Journal of Marketing Management,2010,26(13):1319-1344
[19]Mazar N.,Zhong C.B.Do Green Products Make Us Better People?[J].Psychological Science,2010,21(4):494-498
[20]Olson E.L.It’s Not Easy Being Green:The Effects of Attribute Tradeoffs on Green Product Preference and Choice[J].Journal of the Academy of Marketing Science,2013,41(2):171-184
[21]Barbarossa C.,Pelsmacker P.D.Positive and Negative Antecedents of Purchasing Eco-friendly Products:A Comparison Between Green and Non-green Consumers[J].Journal of Business Ethics,2014,134(2):229-247
[22]Park J.,Hedgcock W.M.Thinking Concretely or Abstractly:The Influence of Fit Between Goal Progress and Goal Construal on Subsequent Self-regulation[J].Journal of Consumer Psychology,2016,26(3):395-409
[23]Cheema A.,Bagchi.R.The Effect of Goal Visualization on Goal Pursuit:Implications for Consumers and Managers[J].Journal of Marketing,2011,75(2):109-123
[24]Mathur P.,Block L.,Yucel-Aybat O.The Effects of Goal Progress Cues:An Implicit Theory Perspective[J].Journal of Consumer Psychology,2014,24(4):484-496
[25]Wiebenga J.H.,Fennis B.M.The Road Traveled,The Road Ahead,or Simply on the Road?When Progress Framing Affects Motivation in Goal Pursuit[J].Journal of Consumer Psychology,2013,24(1):49-62
[26]Zhang Y.,Huang S.How Endowed versus Earned Progress Affects Consumer Goal Commitment and Motivation[J].Journal of Consumer Research,2010,37(4):641-654
[27]Lee E.Y.The Effects of Motivation and Progress Framing On Goal Pursuit[D].Master’s Thesis of University of Illinois at Urbana-Champaign,2016
[28]Urminsky O.,Bartels D.M.,Giuliano P.,et al.Choice and Self:How Synchronic and Diachronic Identity Shape Choices and Decision Making[J].Marketing Letters,2014,25(3):281-291
[29]Haddock G.Temporal Self-appraisal and Attributional Focus[J].Journal of Experimental Social Psychology,2004,40(6):787-794
[30]Wilson A.E.,Ross M.From Chump to Champ:People’s Appraisals of Their Earlier and Present Selves[J].Journal of Personality&Social Psychology,2001,80(4):572-584
[31]Ross M.,Wilson A.E.It Feels Like Yesterday:Self-esteem,Valence of Personal Past Experiences,and Judgments of Subjective Distance[J].Journal of Personality&Social Psychology,2002,82(5):792-803
[32]Hanko K.,Crusius J.,Mussweile T.When I and Me Are Different:Assimilation and Contrast in Temporal Self-comparisons[J].European Journal of Social Psychology,2009,40(1):160-168
[33]Zhang M.,Aggarwal P.Looking Ahead or Looking Back:Current Evaluations and the Effect of Psychological Connectedness to a Temporal Self[J].Journal of Consumer Psychology,2015,25(3):512-518
[34]Bartels D.M.,Rips L.J.Psychological Connectedness and Intertemporal Choice[J].Journal of Experimental Psychology General,2010,139(1):49-69
[35]Hershfield H.,Garton M.T.,Ballard K.,et al.Don’t Stop Thinking about Tomorrow:Individual Differences in Future Self-continuity Account For Saving[J].Judgment&Decision Making,2009,4(4):280-286
[36]Hershfield H.,Goldstein D.G,Sharpe W.F.,et al.Increasing Saving Behavior through Age-progressed Renderings of the Future Self[J].Journal of Marketing Research,2011,48(SPL):S23-S37
[37]Peetz J.,Wilson A.E.The Post-birthday World:Consequences of Temporal Landmarks for Temporal Self-appraisal and Motivation[J].Journal of Personality&Social Psychology,2012,104(2):249-66
[38]Pronin E.,Olivola C.Y.,Kennedy K.A.Doing unto Future Selves as You would Do unto Others:Psychological Distance and Decision Making[J].Personality&Social Psychology Bulletin,2008,34(2):224-236
[39]Liberman N.,Trope Y.The Role of Feasibility and Desirability Considerations in Near and Distant Future Decisions:A Test of Temporal Construal Theory[J].Journal of Personality&Social Psychology,1998,75(1):5-18
[40]Fujita K.,Trope Y.,Liberman N.,et al.Construal Levels and Self-control[J].Journal of Personality&Social Psychology,2006,90(3):351-367
[41]吴波，李东进，张初兵．消费者努力研究述评与展望[J]．外国经济与管理，2015,37(9):68-79
[42]Fishbach A.,Dhar R.,Zhang Y.Subgoals as Substitutes or Complements:The Role of Goal Accessibility[J].Journal of Personality&Social Psychology,2006,91(2):232-242
[43]Trope Y.,Liberman N.,Wakslak C.Construal Levels and Psychological Distance:Effects on Representation,Prediction,Evaluation,and Behavior[J].Journal of Consumer Psychology,2007,17(2):83-95
[44]Hellier P.K.,Geursen G.M.,Carr R.A.,et al.Customer Repurchase Intention:A General Structural Equation Model[J].European Journal of Marketing,2003,37(11/12):1762-1800
[45]Zhao X.,Lynch J.G.,Chen Q.Reconsidering Baron and Kenny:Myths and Truths about Mediation Analysis[J].Journal of Consumer Research,2010,37(2):197-206
[2]Lin Y.C.,Chang C.A.Double Standard:The Role of Environmental Consciousness in Green Product Usage[J].Journal of Marketing,2012,76(5):125-134
[3]Gupta S.,Ogden D.T.To Buy or Not to Buy?A Social Dilemma Perspective on Green Buying[J].Journal of Consumer Marketing,2009,26(6):376-391
[4]吴波．绿色消费研究评述[J]．经济管理，2014,(11):178-189
[5]杜伟强，曹花蕊．基于自身短期与社会长远利益两难选择的绿色消费机制[J]．心理科学进展，2013,21(5):775-784
[6]Fishbach A.,Dhar R.Goals as Excuses or Guides:The Liberating Effect of Perceived Goal Progress on Choice[J].Journal of Consumer Research,2005,32(3):370-377
[7]Koo M.,Fishbach A.Dynamics of Self-regulation:How(Un)accomplished Goal Actions Affect Motivation[J].Journal of Personality&Social Psychology,2008,94(2):183-95
[8]Yang D.,Lu Y.,Zhu W.,Su C.Going Green:How Different Advertising Appeals Impact Green Consumption Behavior[J].Journal of Business Research,2015,68(12):2663-2675
[9]Parfit D.Personal Identity[J].Philosophical Review,1971,80(1):3-27
[10]Bartels D.M.,Urminsky O.To Know and to Care:How Awareness and Valuation of the Future Jointly Shape Consumer Spending[J].Journal of Consumer Research,2015,41(6):1469-1485
[11]Li X.,Zhang M.The Effects of Heightened Physiological Needs on Perception of Psychological Connectedness[J].Journal of Consumer Research,2014,41(4):1078-1088
[12]Savita U.,Kumar N.Consumer Attitude Towards Environment-Friendly Products:A Comparative Analysis[J].Journal of Marketing Management,2010,9(1/2):88-98
[13]Gao Y.L.,Mattila A.S.The Impact of Option Popularity,Social Inclusion/Exclusion,and Self-affirmation on Consumers’Propensity to Choose Green Hotels[J].Journal of Business Ethics,2016,136(3):575-585
[14]金晓彤，赵太阳，李杨．营销信息如何影响环保型产品的购买意愿---基于他人在场的调节效应分析[J]．管理评论，2017,29(1):166-174
[15]Olsen M.C.,Slotegraaf R.J.,Chandukala S.R.Green Claims and Message Frames:How Green New Products Change Brand Attitude[J].Journal of Marketing,2014,78(5):119-137
[16]Shrum L.J.,John A.M.,Tina M.Lowrey.Buyer Characteristics of the Green Consumer and Their Implications for Advertising Strategy[J].Journal of Advertising,1995,24(2):71-82
[17]Goldstein N.J.,Cialdini R.B.,Griskevicius V.A Room with a Viewpoint:Using Social Norms to Motivate Environmental Conservation in Hotels[J].Journal of Consumer Research,2008,35(3):472-482
[18]Leonidou L.C.,Leonidou C.N.,Kvasova O.Antecedents and Outcomes of Consumer Environmentally-Friendly Attitudes and Behavior[J].Journal of Marketing Management,2010,26(13):1319-1344
[19]Mazar N.,Zhong C.B.Do Green Products Make Us Better People?[J].Psychological Science,2010,21(4):494-498
[20]Olson E.L.It’s Not Easy Being Green:The Effects of Attribute Tradeoffs on Green Product Preference and Choice[J].Journal of the Academy of Marketing Science,2013,41(2):171-184
[21]Barbarossa C.,Pelsmacker P.D.Positive and Negative Antecedents of Purchasing Eco-friendly Products:A Comparison Between Green and Non-green Consumers[J].Journal of Business Ethics,2014,134(2):229-247
[22]Park J.,Hedgcock W.M.Thinking Concretely or Abstractly:The Influence of Fit Between Goal Progress and Goal Construal on Subsequent Self-regulation[J].Journal of Consumer Psychology,2016,26(3):395-409
[23]Cheema A.,Bagchi.R.The Effect of Goal Visualization on Goal Pursuit:Implications for Consumers and Managers[J].Journal of Marketing,2011,75(2):109-123
[24]Mathur P.,Block L.,Yucel-Aybat O.The Effects of Goal Progress Cues:An Implicit Theory Perspective[J].Journal of Consumer Psychology,2014,24(4):484-496
[25]Wiebenga J.H.,Fennis B.M.The Road Traveled,The Road Ahead,or Simply on the Road?When Progress Framing Affects Motivation in Goal Pursuit[J].Journal of Consumer Psychology,2013,24(1):49-62
[26]Zhang Y.,Huang S.How Endowed versus Earned Progress Affects Consumer Goal Commitment and Motivation[J].Journal of Consumer Research,2010,37(4):641-654
[27]Lee E.Y.The Effects of Motivation and Progress Framing On Goal Pursuit[D].Master’s Thesis of University of Illinois at Urbana-Champaign,2016
[28]Urminsky O.,Bartels D.M.,Giuliano P.,et al.Choice and Self:How Synchronic and Diachronic Identity Shape Choices and Decision Making[J].Marketing Letters,2014,25(3):281-291
[29]Haddock G.Temporal Self-appraisal and Attributional Focus[J].Journal of Experimental Social Psychology,2004,40(6):787-794
[30]Wilson A.E.,Ross M.From Chump to Champ:People’s Appraisals of Their Earlier and Present Selves[J].Journal of Personality&Social Psychology,2001,80(4):572-584
[31]Ross M.,Wilson A.E.It Feels Like Yesterday:Self-esteem,Valence of Personal Past Experiences,and Judgments of Subjective Distance[J].Journal of Personality&Social Psychology,2002,82(5):792-803
[32]Hanko K.,Crusius J.,Mussweile T.When I and Me Are Different:Assimilation and Contrast in Temporal Self-comparisons[J].European Journal of Social Psychology,2009,40(1):160-168
[33]Zhang M.,Aggarwal P.Looking Ahead or Looking Back:Current Evaluations and the Effect of Psychological Connectedness to a Temporal Self[J].Journal of Consumer Psychology,2015,25(3):512-518
[34]Bartels D.M.,Rips L.J.Psychological Connectedness and Intertemporal Choice[J].Journal of Experimental Psychology General,2010,139(1):49-69
[35]Hershfield H.,Garton M.T.,Ballard K.,et al.Don’t Stop Thinking about Tomorrow:Individual Differences in Future Self-continuity Account For Saving[J].Judgment&Decision Making,2009,4(4):280-286
[36]Hershfield H.,Goldstein D.G,Sharpe W.F.,et al.Increasing Saving Behavior through Age-progressed Renderings of the Future Self[J].Journal of Marketing Research,2011,48(SPL):S23-S37
[37]Peetz J.,Wilson A.E.The Post-birthday World:Consequences of Temporal Landmarks for Temporal Self-appraisal and Motivation[J].Journal of Personality&Social Psychology,2012,104(2):249-66
[38]Pronin E.,Olivola C.Y.,Kennedy K.A.Doing unto Future Selves as You would Do unto Others:Psychological Distance and Decision Making[J].Personality&Social Psychology Bulletin,2008,34(2):224-236
[39]Liberman N.,Trope Y.The Role of Feasibility and Desirability Considerations in Near and Distant Future Decisions:A Test of Temporal Construal Theory[J].Journal of Personality&Social Psychology,1998,75(1):5-18
[40]Fujita K.,Trope Y.,Liberman N.,et al.Construal Levels and Self-control[J].Journal of Personality&Social Psychology,2006,90(3):351-367
[41]吴波，李东进，张初兵．消费者努力研究述评与展望[J]．外国经济与管理，2015,37(9):68-79
[42]Fishbach A.,Dhar R.,Zhang Y.Subgoals as Substitutes or Complements:The Role of Goal Accessibility[J].Journal of Personality&Social Psychology,2006,91(2):232-242
[43]Trope Y.,Liberman N.,Wakslak C.Construal Levels and Psychological Distance:Effects on Representation,Prediction,Evaluation,and Behavior[J].Journal of Consumer Psychology,2007,17(2):83-95
[44]Hellier P.K.,Geursen G.M.,Carr R.A.,et al.Customer Repurchase Intention:A General Structural Equation Model[J].European Journal of Marketing,2003,37(11/12):1762-1800
[45]Zhao X.,Lynch J.G.,Chen Q.Reconsidering Baron and Kenny:Myths and Truths about Mediation Analysis[J].Journal of Consumer Research,2010,37(2):197-206