绿色产品与游戏一致性对消费者购买意愿的影响研究——绿色感知价值的中介作用

Research on the Impact of Consistency between Green Products and Games on Consumer Purchase Intention—The Mediating Role of Green Perceived Value

摘要: 游戏化营销兼具互动性和娱乐性，并能强化消费者的体验感知，已成为促进绿色消费的有效手段。游戏化营销能否使消费者对绿色产品进行有效价值评估并提高购买意愿受到绿色产品与游戏一致性的影响，但已有研究并未对绿色产品与游戏的一致性给予关注。因此，本文从绿色产品的游戏化营销视角出发，基于启动效应，探讨了绿色产品与游戏一致性对消费者购买意愿的影响。文章通过两个实验发现，相比于绿色产品与游戏的低一致性设计，高一致性设计会激发消费者产生更积极的购买意愿，其中绿色感知价值起到中介作用。此外，环境敏感度能够调节绿色产品与游戏一致性对绿色感知价值的影响。研究结论对提高绿色产品的游戏化营销效果，促进绿色可持续发展具有重要借鉴意义。

Abstract: Gamification marketing combines interactivity and entertainment, and can enhance consumer experience perception, making it an effective means to promote green consumption. Whether gamification marketing can effectively evaluate the value of green products and increase consumer willingness to purchase is influenced by the consistency between green products and games, but previous studies have not paid attention to the consistency between green products and games. Therefore, from the perspective of gamified marketing of green products, this article explores the impact of consistency between green products and games on consumer purchase intention based on the priming effect. The article found through two experiments that compared to low consistency designs for green products and games, high consistency designs stimulate consumers to have a more positive purchasing intention, with green perceived value playing a mediating role. In addition, environmental sensitivity can regulate the impact of consistency between green products and games on the perceived value of green. The research conclusion has important reference significance for improving the gamification marketing effect of green products and promoting green sustainable development.