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https://irlib.pccu.edu.tw/handle/987654321/44609
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| 题名: | How green marketing, perceived motives and incentives influence behavioral intentions |
| 作者: | Chang, KC (Chang, Kuo-Chien)
Hsu, CL (Hsu, Chia-Lin)
Hsu, YT (Hsu, Ya-Ti)
Chen, MC (Chen, Mu-Chen) |
| 贡献者: | 企業管理學系暨國際企業管理研究所 |
| 关键词: | REGULATORY FOCUS
FINANCIAL PERFORMANCE
PURCHASE INTENTION
HOTEL INDUSTRY
MOTIVATION
CONSUMERS
STYLES
POLICY
ROLES
IMAGE |
| 日期: | 2019-07 |
| 上传时间: | 2019-06-18 11:05:22 (UTC+8) |
| 摘要: | This study contributes to exploring the effects of regulatory fit with green marketing messages on consumer behavioral intentions by examining the moderating roles of perceived motives of green initiatives and perceived incentive mechanisms. Experiment 1 explores the effects of regulatory fit and non-fit on behavioral intentions in terms of the different types of green marketing messages. Experiment 2 explores the moderating effect of perceived different motives of green initiatives on the link between promotion/prevention regulatory fit and behavioral intentions. Additionally, Experiment 3 examines the moderating effect of perceived different incentive mechanisms on the relationship between promotion/prevention regulatory fit and behavioral intentions. Based on these findings, theoretical and managerial implications are discussed. |
| 显示于类别: | [企業管理學系暨國際企業管理研究所] 期刊論文
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