The Structural Dimension Of Customized Information And Its Impact On The Online Green Purchase Decision Process

The construction of beautiful China proposes the goal of achieving “green development mode and comprehensive lifestyle formation” by the middle of this century,and green consumption is a key node for effectively connecting green production and green life.At present,China has entered a stage of development in which consumer demand continues to grow and consumption plays a significant role in economic growth.The energy resources pressure brought about by the expansion of consumption scale,the negative impact on the environment brought about by consumption structure and consumption habits has become more prominent.Is the network.In the Internet and big data era,traditional popular and generalized green information strategies are increasingly unable to adapt and meet the needs of consumers.Customized green information strategies can promote green.The shift in consumer behavior.Therefore,how to guide consumers' green consumption through effective information strategy is an important way to form a green development mode and lifestyle.In recent years,customized information has gradually attracted the attention of scholars,and many scholars in the field of green consumer behavior have also carried out research on customized information.In the field of green consumption,the current research on customized information mainly focuses on the following two aspects: one is the role of green information strategy in promoting green consumption behavior in the context of customization;the other is in different situations(in general context and custom situation)The impact of the green information frame effect on consumers' green purchase intentions,purchase intentions,and purchase decisions.By combing the relevant literature,we found that although scholars have made rich achievements in the research of green information in customized situations,the exploration of customized information is relatively lacking.A realistic question is: What dimensions and characteristics should be used for customized information that has the greatest impact on consumers' green purchasing behaviors,how these dimensions affect green consumer behavior,and how the mechanism of customized information affects green consumer behavior.There is still a lack of corresponding research in the problem theory community.In other words,what is the dimension structure of customized green information,and how customized green information affects green consumption behavior,the theoretical community still gives an answer.Therefore,the dimensional structure of customized green information and its research on green purchasing behavior have become the urgent issues to be solved.This study is divided into two parts.The first part is qualitative research: we select 32 interviewees,with the theme of “the information that most affects your green purchase”,aiming to understand the customized information that has the greatest impact on consumer purchases,and use in-depth interviews with the participants.The rooted theory method,through open coding,spindle coding,saturation test,finally combs and summarizes the dimensions of customized information structure;the second part is quantitative research: based on the theory of online purchase decision process,the theory of perceived value,etc.with new energy vehicles For the experimental materials,set up four experimental groups(feedback group,acquisition group,loss group,and tip group)with customized information,and use the analytical descriptive analysis,independent sample T test,one-way ANOVA,regression analysis and other methods to test four.The impact of different dimensions of customized information on online green purchasing decisions,the mediating role of value perception and sentiment perception,and the regulation of green involvement.The main conclusions of this study are as follows:(1)The structural dimensions of customized information include four dimensions: customized feedback dimension,customized acquisition dimension,customized loss dimension,and customized tip dimension.(2)Compared with the control group(popular information group),customized information has a significant impact on green perception value and green emotion,and only customized feedback information,customized information,customized tips information on online green The purchase decision process has a significant impact.(3)Customized information of different dimensions has different differences in green perception value,green emotion,and online green purchase decision-making process.That is,the customized information of the dimension has a significantly higher impact on the green perception value,the green emotion,and the online green purchase decision process than the loss dimension;and the customized information of the profile dimension is green perception value,green emotion,online There is no significant difference between the impact of the green purchase decision process and the customized information of the feedback dimension.(4)The role of green perception value in the path of “customized information---online green purchase decision-making process” varies with the dimensions of customized information.(5)The intermediary role of green emotions in the path of “customized information---online green purchase decision-making process” varies with the dimensions of customized information.(6)Green involvement degree has no adjustment effect in “customized information---consumer online green purchase decision”;green involvement degree is on the path of “customized information----green perception value” and “customization” The adjustment effect on the path of information----green emotions varies with the dimensions of the customized information.In practice,this study can reduce the cost of corporate advertising,and has certain guiding significance for accurate marketing of enterprises;it can also provide guidance for the government to formulate relevant customized information policies.Specifically,the government and enterprises should formulate customized information strategies to promote green consumption behaviors:(1)Pay attention to customized information based on feedback dimensions;(2)Multi-purpose customized information based on obtaining dimensions;(3)Customized information based on the loss dimension can be used;(4)Pay attention to customized information based on the characteristics of the tips;(5)Pay attention to the improvement of the perceived value of green products;(6)Pay attention to the stimulation of consumers' green consumption emotions.