Thông điệp cá nhân hóa và hành vi thân thiện với môi trường: Hiệu ứng trung gian của sự đồng cảm và phản kháng trong bán lẻ đa kênh
Từ khóa:
thông điệp cá nhân hoá, hành vi thân thiện môi trường, sự đồng cảm, sự phản kháng, bán lẻ đa kênhTóm tắt
Bảo vệ môi trường đang trở thành một vấn đề cấp bách toàn cầu. Người tiêu dùng đóng vai trò quan trọng trong việc thúc đẩy hành vi bền vững. Nghiên cứu này nhằm khám phá mối liên hệ giữa thông điệp marketing cá nhân hóa và hành vi thân thiện với môi trường, đồng thời làm rõ vai trò trung gian của sự đồng cảm và phản kháng của người tiêu dùng trong quá trình này. Nghiên cứu đã lấp đầy khoảng trống trong nghiên cứu hiện tại bằng cách phân tích dữ liệu thực tế từ ngành bán lẻ đa kênh. Kết quả cho thấy thông điệp cá nhân hóa có tác động tích cực đến hành vi thân thiện với môi trường thông qua việc tăng cường sự đồng cảm của người tiêu dùng đối với các vấn đề môi trường. Đồng thời, nghiên cứu cũng chỉ ra rằng sự phản kháng của người tiêu dùng có thể làm giảm hiệu quả của thông điệp cá nhân hóa. Nghiên cứu này cung cấp những bằng chứng thực nghiệm mạnh mẽ về tầm quan trọng của việc thiết kế các thông điệp marketing cá nhân hóa một cách hiệu quả để thúc đẩy hành vi bền vững của người tiêu dùng. Những phát hiện này có ý nghĩa quan trọng đối với cả giới học thuật và các nhà quản trị marketing, đồng thời mở ra hướng đi mới cho các nghiên cứu trong tương lai.
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