零售商店绿色实践对顾客公民行为的影响研究

Study on Influence of Store's Green Practices upon Customer Citizenship Behavior

中文关键词:  零售商店  绿色实践  顾客公民行为  顾客—商店认同  顾客自我提升

英文关键词:retail store  green practices  customer citizenship behavior  customer-store identification  customer self-enhancement

中文摘要:

      随着绿色发展成为国家战略,零售商店开展绿色实践是大势所趋,不仅对整个社会的绿色发展至关重要,也会对零售商店竞争力提升产生重要影响。然而,现今有关零售商店绿色实践方面的研究仍处于起步阶段,关于零售商店绿色实践对顾客公民行为影响的研究更为鲜见。文章根据亲社会行为理论、社会认同理论和精细加工理论构建零售商店绿色实践对顾客公民行为影响的概念模型,采用情境实验法进行实证检验。研究结果表明:零售商店的三类绿色实践均显著影响顾客公民行为,这种影响一方面是直接的,另一方面是通过顾客—商店认同间接作用于顾客公民行为,即顾客—商店认同在零售商店的三类绿色实践对顾客公民行为的影响路径中均起部分中介作用；顾客自我提升动机在零售商店的三类绿色实践对顾客—商店认同、顾客公民行为的影响路径中均具有正向调节作用。

英文摘要:

      With the green development being a national strategy, implementing green practices is an irresistible trend, which not only has a great influence on the green development of society, but also significantly affects the retail stores' competitiveness. However, the existing research on retail store's green practices is still in its infancy, and the study on the relationship between the retail store's green practices and customer citizenship behavior is even more rarely seen. Based on pro-social behavior theory, social identity theory and elaboration likelihood model (ELM), this paper constructs a conceptual model for the influence of retail store's green practices upon customer citizenship behavior. Then, we test this conceptual model by using context experimental method. The results show that the three green practices of retail stores significantly affect customer citizenship behavior through direct path and indirect path mediated by the customer-store identification, namely customer-store identification is a partial mediator in the paths influencing customer citizenship behavior in the three green practices of retail stores. The customer self-enhancement motivation has a positive mediating role in the paths influencing customer-store identification and customer citizenship behavior in the three green practices of retail stores. 