张启尧, 才凌惠. 参与绿色品牌价值共创对消费者满意度的影响角色认同的中介作用和未来取向的调节作用[J]. 华北电力大学学报(社会科学版), 2021, 2(2): 53-64. DOI: 10.14092/j.cnki.cn11-3956/c.2021.02.007
引用本文: 张启尧, 才凌惠. 参与绿色品牌价值共创对消费者满意度的影响角色认同的中介作用和未来取向的调节作用[J]. 华北电力大学学报(社会科学版), 2021, 2(2): 53-64. DOI: 10.14092/j.cnki.cn11-3956/c.2021.02.007
ZHANG Qi-yao, CAI Ling-hui. Participation in Value Co-creation on Consumers’ Satisfaction——Mediated by Role Identity and Moderated by Future Orientation[J]. JOURNAL OF NORTH CHINA ELECTRIC POWER UNIVERSITY(SOCIAL SCIENCES), 2021, 2(2): 53-64. DOI: 10.14092/j.cnki.cn11-3956/c.2021.02.007
Citation: ZHANG Qi-yao, CAI Ling-hui. Participation in Value Co-creation on Consumers’ Satisfaction——Mediated by Role Identity and Moderated by Future Orientation[J]. JOURNAL OF NORTH CHINA ELECTRIC POWER UNIVERSITY(SOCIAL SCIENCES), 2021, 2(2): 53-64. DOI: 10.14092/j.cnki.cn11-3956/c.2021.02.007

参与绿色品牌价值共创对消费者满意度的影响角色认同的中介作用和未来取向的调节作用

Participation in Value Co-creation on Consumers’ Satisfaction——Mediated by Role Identity and Moderated by Future Orientation

  • 摘要: 基于价值共创理论和绿色品牌管理理论,以角色认同为中介变量和以未来取向为调节变量,探索了参与绿色品牌价值共创对消费者满意度的作用路径与边界条件。研究发现:参与绿色品牌价值共创对消费者满意度有显著正向影响,且参与发起的绿色品牌价值共创的影响更大;参与绿色品牌价值共创对角色认同有显著正向影响,且参与自发的绿色品牌价值共创的影响更大;角色认同在参与绿色品牌价值共创对消费者满意度的影响中发挥部分中介作用;未来取向负向调节参与绿色品牌价值共创对角色认同的影响。

     

    Abstract: Based on the theory of value co-creation and green brand management, this paper explores the path and boundary conditions between participating in green brand value co-creation and consumers’ satisfaction by role identity as the mediate variable and future orientation as the moderate variable. The research finds that: participation in green brand value co-creation have significant positive effect on consumers’ satisfaction, and participation in sponsored green brand value co-creation has a greater impact. Participation in green brand value co-creation have significant positive impact on role identity, and participation in autonomous green brand value co-creation has a greater impact. Role identification plays a part of mediating role between participating in green brand value co-creation and consumers’ satisfaction. Future orientation negatively moderates the effect of participating in green brand value creation on role identity.

     

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