在线评论的力量:探索信息不对称及其对绿色产品购买行为的影响

IF 8.6 2区 管理学 Q1 BUSINESS
Ridho Bramulya Ikhsan, Yudi Fernando, Anderes Gui, Erick Fernando
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引用次数: 0

摘要

制造商必须传达有关其绿色产品的准确信息,以赢得消费者的信任。然而,一些制造商提供了误导性信息,谎称其产品完全符合绿色概念。因此,需要研究消费者的行为以及他们对绿色产品信息的反应。本研究模拟了绿色产品信息不对称、在线评论质量、信任和采纳评论的倾向以及绿色产品购买行为之间的关系。研究参与者为 479 名购买绿色产品的消费者。研究数据通过在社交媒体平台上发布的在线问卷收集,并使用偏最小二乘法结构方程模型进行分析。结果显示,信息不对称对在线评论质量、评论采用率和绿色产品购买行为有积极影响,而在线评论质量对参与者的评论信任倾向、评论采用率和购买行为有积极影响。信任评论的倾向对评论采用和购买行为有积极影响,而评论采用对绿色产品购买有积极影响。这些结果表明,信息不对称凸显了消费者评论在绿色产品购买行为中的重要性。因此,信息不对称和消费者评论都会影响绿色产品消费。在构建绿色营销战略时,绿色产品制造商必须关注感知价值和消费者信任的结合,并相应地修改产品、生产流程、包装和广告。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The power of online reviews: Exploring information asymmetry and its impact on green product purchasing behavior

Manufacturers must convey accurate information about their green products to gain consumer trust. However, some manufacturers provide misleading information by falsely claiming that their products fully adhere to green concepts. Consequently, research is needed to examine customer behaviors and how they respond to information about green products. This study models the relationship between green product information asymmetry, online review quality, the propensity to trust and adopt reviews, and green product purchasing behavior. The study participants were 479 consumers who purchased green products. Data for the study were collected through an online questionnaire that was distributed on social media platforms and analyzed using partial least squares structural equation modeling. The results show that information asymmetry positively affected online review quality, review adoption, and green product purchasing behavior, while online review quality positively affected participants' propensity to trust reviews, review adoption, and purchasing behavior. The propensity to trust reviews positively affected review adoption and purchasing behavior, and review adoption positively impacted green product purchases. These results show that information asymmetry highlights the importance of consumer reviews in green product purchasing behavior. Therefore, both information asymmetry and consumer reviews influence green-product consumption. When constructing green marketing strategies, green product manufacturers must focus on a combination of perceived value and consumer trust and modify their products, production processes, packaging, and advertisements accordingly.

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来源期刊
CiteScore
13.60
自引率
23.20%
发文量
119
期刊介绍: The International Journal of Consumer Studies is a scholarly platform for consumer research, welcoming academic and research papers across all realms of consumer studies. Our publication showcases articles of global interest, presenting cutting-edge research from around the world.
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