在线社会支持对绿色产品购买意愿的影响---基于感知价值的中介作用

The Effect of Online Social Support on Purchase Intention of Green Products - The Mediating Role of Perceived Value

摘要

为揭示虚拟社区中在线社会支持对绿色产品购买意愿的影响机制,以新能源汽车为例,基于S-O-R理论框架与社会交换理论,构建以感知价值为中介、自我形象一致性为调节的理论模型;通过问卷平台共收集376份有效样本,采用信效度分析、层次回归及Bootstrap法开展实证检验.结果显示:在线信息支持与在线情感支持均显著正向影响绿色产品购买意愿;感知价值在在线社会支持与购买意愿之间发挥部分中介作用;自我形象一致性对在线社会支持与感知价值的关系具有显著正向调节效应.

Abstract

To investigate the mechanism through which online social support in virtual communities influences the intention to purchase green products, this study takes new energy vehicles as its research subject. Based on the S-O-R framework and social exchange theory, a theoretical model was constructed in which perceived value acts as a mediator and self-image consistency as a moderator. A total of 376 valid samples were collected via a questionnaire platform, and empirical tests were conducted using reliability and validity analyses, hierarchical regression, and the Bootstrap method. The results indicate that: both online informational support and online emotional support have a significant positive effect on the intention to purchase green products; perceived value partially mediates the relationship between online social support and purchase intention; self-image congruity significantly and positively moderates the relationship between online social support and perceived value.

关键词

虚拟社区 / 在线社会支持 / 感知价值 / 自我形象一致性 / 绿色产品购买意愿

Key words

virtual community / online social support / perceived value / self-image congruity / green product purchase intention

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