ABSTRACT

The development of e-commerce is inseparable from the support of logistics industry, which has somewhat caused pressure on resource, energy, and environment. In the process of platform operation, managers must balance economic, social, and environmental benefits. At present, the green logistics practice (GLP) and cause-related marketing (CRM) measures adopted by the platform are costly. Combined with stimulus-organism-response theory and existing literature, this study discusses whether GLP and CRM can establish a good image and further improve consumers’ purchase intention under the moderating effect of consumers’ environmental protection and public welfare concerns. Based on the questionnaire survey of respondents with stable shopping experience on the platform, this study conducted statistical analysis and obtained the following results. First, GLP and CRM measures can promote the establishment of green and public image. Second, green and public image can improve the purchase intention of consumers. Third, we confirmed the moderating role of green and public concern and found that it can strengthen the positive effect of green and public image on green and public purchase intention. Our findings provide evidence for platforms to take environmental protection and public welfare measures to maintain long-term competitive advantage.

摘要

电子商务的发展离不开物流业的支撑，对资源、能源、环境都造成了一定的压力。在平台运营过程中，管理者必须平衡经济、社会和环境效益。目前，平台采取的绿色物流实践（GLP）和事业相关营销（CRM）措施成本高昂。本研究结合刺激-机体-反应理论和已有文献，探讨在消费者环保和公益关注的调节作用下，GLP和CRM能否树立良好形象，进一步提升消费者购买意愿。本研究基于对平台购物体验稳定的受访者进行问卷调查，进行统计分析，得出以下结果。第一的，GLP 和 CRM 措施可以促进绿色和公众形象的建立。其次，绿色公共形象可以提高消费者的购买意愿。第三，我们确认了绿色和公众关注的调节作用，发现它可以加强绿色和公众形象对绿色和公众购买意愿的正向作用。我们的研究结果为平台采取环保和公益措施以保持长期竞争优势提供了证据。