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Do green practices and green image promote consumers’ participation in social network sites (SNS)?
Journal of Hospitality Marketing & Management ( IF 12.5 ) Pub Date : 2023-03-24 , DOI: 10.1080/19368623.2023.2191595
Byung-Kwan Cho 1 , Jeong-Yeol Park 2 , Yong-Ki Lee 3
Affiliation  

ABSTRACT

This study attempts to understand how green practices and green brand image affect trust, affective commitment, and active participation in social network sites (SNS). Using social exchange theory, social identity theory, and halo effect, the study proposes that green practices and green image will influence relational variables (trust and affective commitment) and active participation in SNS. The data collection was done from members of an online survey panel. We analyzed the data with SmartPLS 4. The study finding shows that green practices have a positive impact on green brand image. Green practices and green brand image are found to positively influence trust, affective commitment, and active participation in SNS. The study finds that affective commitment fully mediates the relationship between trust and active participation in SNS, highlighting the important role of affective commitment in spreading positive word-of-mouth.



中文翻译:

绿色实践和绿色形象是否促进消费者参与社交网站(SNS)?

摘要

本研究试图了解绿色实践和绿色品牌形象如何影响社交网站 (SNS) 中的信任、情感承诺和积极参与。该研究利用社会交换理论、社会认同理论和光环效应,提出绿色实践和绿色形象将影响关系变量(信任和情感承诺)和社交网络服务的积极参与。数据收集是由在线调查小组成员完成的。我们使用 SmartPLS 4 分析了数据。研究结果表明,绿色实践对绿色品牌形象具有积极影响。研究发现,绿色实践和绿色品牌形象可以对社交网络的信任、情感承诺和积极参与产生积极影响。研究发现,情感承诺充分调节信任与积极参与 SNS 之间的关系,

更新日期:2023-03-24
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