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4776通过绿色营销激发消费者的持续绿色消费行为是企业获得可持续竞争优势、提升绿色竞争力的重要源泉。但现有研究鲜少关注企业的购后绿色营销对消费者持续绿色消费行为的影响。企业的购后营销是否会对消费者的绿色重购行为形成反馈效应？本研究基于社会交换理论、温情理论和认知—情感理论，通过三个实验探讨了企业进行购后价值反馈（社会性vs.功能性）对消费者绿色重购意向的影响，并探究了上述关系中温情感的中介作用与反馈时机的调节作用。实验一表明，与无价值反馈相比，购后价值反馈能显著提升消费者的绿色重购意向，且社会性价值反馈比功能性价值反馈更能增强消费者的绿色重购意向。实验二表明，温情感在购后价值反馈与消费者绿色重购意向的关系中起中介作用，且社会性价值反馈比功能性价值反馈更能增强消费者的温情感。实验三表明，温情感在购后价值反馈与绿色重购意向间的中介效应受到反馈时机的调节，最终对消费者绿色重购意向形成有调节的中介作用。本文为推动绿色重复消费提供了新视角，并为企业制定有效的购后营销策略提供了理论依据。
企业反馈会促进绿色重购意向吗？——购后价值反馈策略对消费者绿色重购意向的影响研究
摘要
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引用本文
盛光华, 岳蓓蓓, 龚思羽. 企业反馈会促进绿色重购意向吗？——购后价值反馈策略对消费者绿色重购意向的影响研究[J]. 外国经济与管理, 2019, 41(10): 3-16.
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