LongYuening: The Impact of Social Media Marketing on Chinese Consumers' Willingness to Pay Green Premiums

Title:"Complete Dataset on Social Media Marketing, Green Marketing, and Willingness to Pay Green Premiums Among Chinese Consumers"Description:This dataset supports the research presented in the paper "The Impact of Social Media Marketing on Chinese Consumers' Willingness to Pay Green Premiums: The Mediating Effect of Green Marketing." It includes complete survey data and analytical files investigating how social media marketing influences Chinese consumers' willingness to pay premiums for green products, with green marketing as a mediator.Dataset Contents:1. Primary Data Files: Longyuening_数据_Green Premiums.xlsx (74.56 KB)(Chinese version); LongYuening_Date_Green Premiums.xlsx (77.14 KB)(English version): Raw survey data (Chinese version) containing:Consumer responses on social media marketing effectivenessPerceptions of green marketing initiativesWillingness to pay green premiums (7-point Likert scale)Demographic information (age, gender, income, education level)2. Survey Questionnaire: Longyuening_Questionnaire问卷星_ Green Premiums.docx(Chinese version);Longyuening_QuestionnaireWenjuanxing_Green Premiums.docx (18.56 KB)(English version): Original bilingual questionnaire used for data collection, including:Item wordingsScale anchorsResponse options3. Analysis Files:Structural Equation Modeling (SEM):Longyuening_Path Analysis and SEM_Green Premiums.amw (76.94 KB): AMOS project fileLongyuening_Path Analysis_Green Premiums.amosoutput (1.32 MB): Complete SEM outputLongyuening_Path Analysis_Green Premiums.amp (23.50 KB): AMOS path diagram4. Statistical Analyses:Longyuening_Mediation Effect Analysis_Green Premiums.txt (154 Bytes): Mediation test resultsLongyuening_Reliability Analysis_Green Premiums.htm (888.17 KB): Reliability statistics (Cronbach’sα, composite reliability)Longyuening_Validity Analysis and Exporatory Factor Analysis_Green Premiums.htm (1.10 MB): Exploratory factor analysis (EFA) and validity test resultsKey Features:Complete bilingual dataset (Chinese/English)Comprehensive analytical files for SEM reproductionDetailed survey instrument documentationCleaned and ready-to-use data formatsThis dataset provides researchers with all necessary materials to examine the relationships between social media marketing, green marketing perceptions, and green premium willingness in the Chinese consumer context.