Research On The Impact Of Green Service Marketing Of Automobile Enterprises On Consumers' Green Consumption Decision And Information Sharing

With the introduction of China's "13th Five-Year Plan",the green concept has become one of the main keynotes for the development of all walks of life.As a guideline,the concept of “green development” is to further lead the Chinese manufacturing industry and open a new chapter of “Made in China 2025”.As a large scale manufacturing industry,the automobile industry should actively implement industrial green development and complete the green upgrade of the automobile industry.The transformation requires the automotive industry to achieve a green lifecycle.Under the strong support of the government,the green vehicle demonstration operation has been gradually carried out nationwide,the national control measures and tax policy subsidies have been continuously improved,and the improvement of green vehicle related supporting facilities,new energy vehicles will advocate low carbon life and lead green consumption.Nowadays,people's consumption behavior is not only the function of obtaining material,but also the physical and psychological satisfaction.It reflects a kind of value concept and consumption concept.In the connotation of their own traditional culture,Chinese consumers combine the concept of natural coexistence formed by Confucianism,Buddhism and Taoism,and control the consumption behavior of individuals to a certain extent,forming a simple,moderate,green and low-carbon lifestyle.The auto market is in this atmosphere,making new energy vehicles popular.When Chinese consumers purchase vehicles,the environmental performance of the car is getting more and more attention.Therefore,in the face of the quiet transition of the market,automobile enterprises should be guided by government policies,consumer demand as the center,and enterprise efficiency as the purpose,and actively improve the marketing mode of enterprises to occupy new markets.Based on the realistic background and hot issue,this paper combines relevant domestic and international research theories to examine the basic theories of marketing and consumer behavior,based on the automotive industry,based on the SOR model,green marketing,service marketing,and consumers.Willingness and behavior are the main subjects of the theory,combining the green marketing of automobile enterprises with service marketing to form the green service marketing of automobile enterprises as the external marketing stimulus(S),And divided into eight dimensions,namely green products,green prices,green promotions,green channels,green people,green display,green process and green recycling;consumer green consumption willingness is psychological will O;consumer behavior Decision making behavior and information sharing behavior as reactive behaviors(R),establish a subjectiveresearch model,and consider the regulatory effects of social environmental situational factors and perceived consumption risks on the S-O path and the O-R path,respectively.Through the questionnaire survey,the research data is collected and the data is analyzed.(1)Green products,green personnel,green processes and green recycling in the green service marketing portfolio of automobile enterprises have a significant positive impact on consumers' green consumption willingness;(2)consumers' green consumption will have a significant positive impact on consumer decision-making behavior and information sharing behavior;(3)consumers' green consumption willingness in the eight dimensions of green service marketing of automobile enterprises and green consumption respectively Between decision making and information sharing,there are no mediation,partial mediation,complete mediation and masking effects for different dimensions.(4)China's environmental scenario factors can positively adjust consumers' willingness to green consumption,thus achieving the goal of clarifying the linkage mechanism of corporate marketing incentives,consumer psychology and consumer response behavior.Finally,combined with the actual conditions and theoretical verification results,the paper puts forward relevant suggestions for the marketing behavior of automobile companies.Through the marketing behavior of enterprises,we will guide the concept of green consumption,promote green consumption methods,and promote the dual development of China's ecological civilization and economic benefits.