消费者创新性对低碳产品购买意向的影响机制分析-analysis of the influence mechanism of consumer innovation on low carbon product purchase intention.docxVIP

南京航空航天大学硕士学位论文 南京航空航天大学硕士学位论文 消费者创新性对低碳产品购买意向的影响机制研究 消费者创新性对低碳产品购买意向的影响机制研究 摘 要 随着低碳经济的兴起，低碳产品也逐渐步入人们的生活。人们的低碳消费行为动力主要来 自消费者对环境的保护以及促进人与自然和谐相处的愿望。除此之外，很多现象表明，消费者 对低碳产品的购买和使用还可能受到消费者创新性的影响。消费者购买低碳产品可能是因为低 碳产品不管是在外形包装和内在设计方面都不同于普通产品，其独特性和新潮性能满足消费者 追求与众不同和求新求变的愿望。因此，有必要探讨消费者创新性对低碳产品购买意向的影响。 消费者创新性是指个人对于新事物的接受程度以及独立接受新观念和做出创新决策的倾 向。本文主要研究消费者创新性对理性且受客观因素约束的低碳产品购买意向的影响机制。在 计划行为理论的基础上，将消费者创新性引进模型，总结消费者创新性对计划行为理论中三个 预测变量与消费者购买意向之间关系的调节作用，探索建立消费者低碳产品购买意向模型。通 过大样本问卷调查方法得到数据，对数据进行分析和信度效度检验、测量模型因子分析，应用 结构方程方法和层次回归分析对消费者创新性影响低碳产品购买意向的模型进行检验。 研究结果发现，消费者创新性作为调节变量，随着消费者创新性水平的变化，计划行为理 论中的三个预测变量与购买意向之间的关系作用发生变化，其中消费者创新性对购买态度和购 买意向之间的关系有正向调节的作用，同时负向调节主观规范和购买意向之间的关系，但是对 知觉行为控制和行为意向之间的关系没有显著的调节作用。另外，研究结果还发现，男性、年 轻、学历较高和收入较高的消费群体具有更高的消费者创新性。 关键词：低碳产品；购买意向；消费者创新性；计划行为理论；结构方程 I PAGE PAGE IV III III Abstract With the rising of low-carbon economy, low carbon products have gradually started to enter peoples life. Low-carbon consumption behavior mainly because they want to protect the environment and hope people can live in harmony with nature. In addition, many phenomena show that may consumers purchase and use low-carbon products may also because of consumer innovativeness. Low-carbon products are different from ordinary products in the shape of packaging and design Principles. The novelty of low-carbon products may attract consumers who like to be different from others and hope to keep changing. So, it is necessary to investigate how consumer innovativeness affects consumer behavior of buying low-carbon products. Consumer innovativeness involves a tendency to make judgments and seek out new product information independently of others. In this paper, we want to find how consumer innovativeness affect consumer behavior of buying low-carbon products .Consumer behavior is constrained by objective conditions. We set up a model based on the Theory of Planned behavior. In this study, consumers are divided into different groups according to their different levels of innovativeness to investigate