AI驱动的产品环境效益感知对消费者购买意愿的影响——基于控制错觉理论视角

Impact of AI-Driven Perceptions of Environmental Benefits of Products on Consumer Purchase Intentions —Based on the Illusion of Control Theory

中文关键词:  AI  产品环境效益感知  环境心理所有权  环境控制点  控制错觉理论

英文关键词:artificial intelligence  perceptions of environmental benefits of products  environmental psychological ownership  environmental locus of control  illusion of control theory

中文摘要:

      随着绿色消费崛起和环保技术进步,AI驱动的产品环境效益改善日益成为企业应对市场竞争并满足消费需求的重要举措。基于控制错觉理论视角,构建了一个有调节的中介效应模型,并运用实验研究方法检验了AI驱动的产品环境效益感知对消费者购买意愿的影响机制。结果发现:相较于非AI驱动的静态环境效益感知,AI驱动的自主环境效益感知更容易提高消费者购买意愿；环境心理所有权在产品环境效益感知与消费者购买意愿的关系中发挥了中介作用；环境控制点调节了产品环境效益感知与环境心理所有权的关系,并且这种效果随着结果与预期一致性的高低呈现显著差异。因此,企业应强化消费者的产品环境效益感知,激发消费者环境心理所有权,不断提高产品的环境控制水平,以提升消费者购买意愿。

英文摘要:

      With a surge in green consumption and advancements in environmental protection technology, enterprises are increasingly prioritizing AI-driven improvements in environmental benefits of products as an important initiative to stay competitive and meet consumer demands. Based on the illusion of control theory, this paper constructs a moderated mediation effect model and tests the impact of AI-driven perceptions of environmental benefits of products on consumer purchase intentions by experimental research. The findings reveal that autonomous (AI-driven) environmental benefit perceptions are more potent in boosting consumer purchase intentions compared to static (non-AI-driven) ones. Moreover, environmental psychological ownership serves as a pivotal mediator in the relationship between perceptions of environmental benefits of products and consumer purchase intentions. The environmental locus of control moderates the relationship between perceptions of environmental benefits of products and environmental psychological ownership, and this effect varies significantly with the degree of consistency between outcomes and expectations. Therefore, enterprises should stimulate consumers' perceptions of environmental benefits of products, strengthen their acquisition of environmental psychological ownership, and continuously improve the level of environmental control of products to enhance consumer purchase intentions. 