环境线索对大学生购买低碳产品的购买行为的影响在CBEC
Chen Wang1, Xiaolong Zhou2, Ran Zhang3
1School of Economics and Management, Harbin Institute of Technology (Weihai), Weihai, China.
Frontiers in psychology
|January 8, 2024
概括
价格,碳标签和社交评论等在线购物线索影响大学生的信任和感知风险,影响他们跨境购买低碳产品的意图. 国籍也可以缓和这些影响.
科学领域:
- 消费者行为 消费者行为
- 环境心理学 环境心理学
- 电子商务是一个电子商务.
背景情况:
- 了解影响可持续消费的因素对于环境倡议至关重要.
- 在线购物背景线索在塑造消费者认知和购买决策方面发挥着重要作用.
- 跨境电子商务 (CBEC) 为推广低碳产品带来了独特的挑战和机会.
研究的目的:
- 检查在线购物背景线索 (价格折扣,碳标签,社交评论) 对大学生对低碳产品的信任,感知风险和跨境购买意向 (CBPI) 的影响.
- 为了比较韩国和中国大学生之间的这些影响.
- 调查国籍在低碳产品的暗示处理中所起的调节作用.
主要方法:
- 刺激-生物体-反应 (S-O-R) 模型和价值框架的整合.
- 进行了两项在线实验问卷研究和一项实验室实验.
- 使用大学生经验数据测试的假设.
主要成果:
- 价格折扣,碳标签和社会评论对信任产生了积极影响,对感知风险产生了负面影响.
- 更高的信任和更低的感知风险显著增加了大学生对低碳产品的CBPI.
- 发现国籍对低碳产品的暗示处理方式有适度的影响,这表明文化差异.
结论:
- 在线购物环境中的上下文线索有效地影响消费者对低碳产品的信任和风险感知.
- 这些因素最终决定了跨境购买意图,文化背景起到了调节作用.
- 这些发现为促进跨境电子商务领域的可持续消费提供了实际意义.
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