人工智能产品是否有环保价值? 一个价值态度行为方法
Jingchen Ma1, QiaoYi Wang1, Danping Liu1
1School of Management, Xihua University, No.9999 Hongguang Avenue, Pidu District, Chengdu, Sichuan Province, China.
Acta psychologica
|August 30, 2025
概括
消费者环境价值观驱动人工智能产品的绿色购买行为, 价格敏感性可以缓解这些影响,引导人工智能公司的绿色营销策略.
科学领域:
- 消费者行为
- 人工智能
- 环境可持续性
背景情况:
- 越来越多的人工智能产品引发了消费者对环境可持续性的担忧.
- 消费者对人工智能产品的购买决策包括评估产品的特定环境属性和技术进步.
- 定义人工智能产品的绿色购买行为 (AGPB) 对于理解人工智能市场的可持续消费至关重要.
研究的目的:
- 探索环境价值观 (自私,利他主义,生物圈) 对人工智能产品绿色购买行为的影响.
- 研究绿色消费态度在价值行为关系中的调解作用.
- 检查价格敏感性对AGPB的抑制作用.
主要方法:
- 使用价值态度行为模型 (VAB).
- 使用部分最小方程结构方程建模 (PLS-SEM) 分析了461份问卷数据.
- 使用模糊集定性比较分析 (fsQCA) 进行价值组合的配置分析.
主要成果:
- 这三种环境价值观 (自私,利他主义,生物圈) 都通过绿色消费态度产生积极影响.
- 价格敏感性对利他主义/生物圈价值观与AGPB之间的关系以及态度与行为之间的联系产生负面影响.
- fsQCA确定了两个驱动AGPB的关键配置.
结论:
- 环境价值观是AGPB的重要驱动因素,绿色消费态度起到了关键的作用.
- 价格敏感性在消费者购买绿色人工智能产品的决定中起着至关重要的作用.
- 这些发现为人工智能公司提供了理论见解和实际指导, 以开发有效的绿色营销策略.
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