【摘要】 数字经济时代,在线绿色互动等外部情境因素对绿色消费行为具有促进作用。聚焦共享型绿色消费行为,基于SOR理论、共情利他理论和社会互动理论,以自然联结性为调节变量构建在线绿色互动对共享型绿色消费行为的影响机制模型,运用结构方程模型进行实证分析。研究表明:社交平台上个体在线绿色互动有助于推进消费者共享型绿色消费行为的践行;自然共情在在线绿色互动和共享型绿色消费行为之间起中介作用;自然联结性在在线绿色互动对共享型绿色消费行为影响路径中起正向调节作用。这些结论在深化和拓展绿色消费行为研究及其适用边界的同时,对企业营销实践和政府环境政策制定具有一定意义。更多还原

【Abstract】 In the digital economy era,external contextual factors such as online green interactions have a facilitating effect on green consumption behavior. Based on SOR theory,empathic altruism theory and social interaction theory,this study focuses on shared green consumption behavior,and uses natural connectedness as a moderating variable to construct a model to examine how online green interaction influence shared green consumption behavior,a structural equation model is adopted to conduct an empirical analysis. The results show that: online information interaction on social platforms can promote the willingness of shared green consumption,and online emotional interaction can help the practice of shared green consumption behavior; natural empathy plays a mediating role between online green interaction and shared green consumption behavior; natural join has a positive moderating effect on the influence path of online green interaction on shared green consumption behavior. While deepening and expanding the research on green consumption behavior and its application boundaries, these findings have implications for corporate marketing practices and governmental formulation of environmental policies.更多还原