School of Business Administration, Zhejiang University of Finance & Economics, Hangzhou 310018, China.
School of Economics, Hangzhou Normal University, Hangzhou 311121, China.
Int J Environ Res Public Health. 2022 May 27;19(11):6571. doi: 10.3390/ijerph19116571.
In the era of digital economy and mobile internet, many platforms or brands have built various online or offline green communities to guide customers or fans to engage in green interactions. Obviously, community green interaction can enhance brand emotional value and enhance customer stickiness, but whether community green interaction can further have a spillover effect on related or other green purchase behaviors has become an important topic for the theoretical and practical departments. This paper selects the "Little Bear Fuel Consumption Community" as the research object. Based on the theoretical framework of "Green Interaction-Environmental Emotion-Related Green Purchasing Behavior", this paper examines the spillover effect and impact mechanism of community green interaction on consumers' related green purchasing behavior. This paper uses a structural equation model and bootstrapping method to test the causal relationship between variables. This study lasted for 6 months, and a total of 348 valid questionnaires were collected in this study. We used SPSS 25 and AMOS 24 for data analysis. The results showed that the two dimensions of community green interaction (community green information interaction and community green interpersonal interaction) have a positive spillover effect on consumers' related green purchase behavior; community green interaction can positively spill over to consumers' related green purchase behavior through the psychological path of environmental emotion; community green information interaction and community green interpersonal interaction have positive effects on consumers' positive and negative environmental emotions; positive and negative environmental emotions positively affect consumers' related green purchase behavior; and in the two paths of community green information interaction-related green purchase behavior and community green interpersonal interaction-related green purchase behavior, both positive environmental emotion and negative environmental emotion play a role of partial mediation; product involvement has a negative moderating effect on the path of "community green interaction-environmental emotion". This paper opens the "black box" of the diffusion mechanism of community green interaction and provides a new explanatory framework for the spillover effect of community green interaction on related green purchase behavior.
在数字经济和移动互联网时代，许多平台或品牌建立了各种线上或线下的绿色社区，引导客户或粉丝进行绿色互动。显然，社区绿色互动可以增强品牌情感价值，提高客户粘性，但社区绿色互动是否能进一步对相关或其他绿色购买行为产生溢出效应，已成为理论和实践部门的重要课题。本文选择“小熊油耗社区”作为研究对象。基于“绿色互动-环境情感-相关绿色购买行为”的理论框架，本文考察了社区绿色互动对消费者相关绿色购买行为的溢出效应及其影响机制。本文采用结构方程模型和 bootstrap 方法检验变量之间的因果关系。本研究持续了 6 个月，共收集了 348 份有效问卷。我们使用 SPSS 25 和 AMOS 24 进行数据分析。结果表明，社区绿色互动的两个维度（社区绿色信息互动和社区绿色人际互动）对消费者的相关绿色购买行为具有正向溢出效应；社区绿色互动可以通过环境情感的心理路径正向溢出到消费者的相关绿色购买行为；社区绿色信息互动和社区绿色人际互动对消费者的积极和消极环境情感有正向影响；积极和消极环境情感对消费者的相关绿色购买行为有正向影响；在社区绿色信息互动相关绿色购买行为和社区绿色人际互动相关绿色购买行为的两条路径中，积极环境情感和消极环境情感都起到了部分中介的作用；产品涉入对“社区绿色互动环境情感”路径有负向调节作用。本文打开了社区绿色互动扩散机制的“黑箱”，为社区绿色互动对相关绿色购买行为的溢出效应提供了新的解释框架。
