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本文基于SOR理论,以绿色真实性为中介变量,调节定向为调节变量,构建了网络匿名性对在线年轻消费者绿色购买意愿影响的概念模型,并通过247份有效样本数据对相关假设进行检验。结果表明:网络匿名性对在线年轻消费者绿色购买意愿有显著正向影响;绿色真实性在网络匿名性和绿色购买意愿间有部分中介作用;促进定向正向调节绿色真实性的中介作用,而防御定向负向调节绿色真实性的中介作用。
Based on the theory of SOR, the green authenticity is taken as the mediating variable, and the regulation orientation is adjusted as the adjusting variable. The conceptual model of online anonymity on the green purchasing intention of online young consumers is constructed. The relevant assumptions are tested through 247 valid sample data. The results show that online anonymity has a significant positive impact on the green purchasing willingness of online young consumers. Green authenticity has some intermediary role in the online anonymity and green purchasing willingness. Defensive orientation negatively regulates the green authenticity of the intermediary role.