摘要
相较于形象契合,功能契合会增强游客的购买意愿和绿色信任,绿色信任在契合类型与购买意愿之间起中介作用。契合类型与解释水平对游客购买意愿与绿色信任产生交互效应,功能契合下,低解释水平游客比高解释水平游客的购买意愿更强烈,绿色信任程度更高;形象契合下,不同解释水平的游客购买意愿差异不显著,低解释水平游客比高解释水平游客的绿色信任程度更高。旅游企业在宣传与环保事业的合作信息时,应尽可能详细准确的传递企业产品的功能、用途信息及具体行动数据,最大程度激发游客的绿色信任与购买意愿。
Compared with image fit,functional fit enhances tourists'purchasing intention and green trust while green trust plays a mediating role in the relationship between type of fit and tourists'purchasing intention.Furthermore,type of fit has an interaction effect with construal level on tourists’purchasing intention and green trust.Under the function-fit,the tourist with lower construal level has stronger purchasing intention and green trust.Under the image-fit,there is no significant difference for tourists'purchasing intention between high construal level and low construal level,and the tourists with lower construal level have stronger green trust.When publicizing cooperation information with environmental protection cause,tourism enterprises should convey detailed and accurate functional information and specific action data as far as possible,so as to stimulate tourists'green trust and purchase intention to the greatest extent.
作者
吕丽辉
章璐婷
LV Li-hui;ZHANG Lu-ting(School of Management,Hangzhou Dianzi University,Hangzhou 310018,China)
出处
《哈尔滨商业大学学报（社会科学版）》
CSSCI
2020年第5期111-118,共8页
Journal of Harbin University of Commerce:Social Science Edition
基金
国家社会科学基金项目“高质量发展视角下我国生态福利绩效评价及提升途径研究”(18BJL058)。
