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題名:屬性框架與經濟鏈對廣告效果之影響--以綠色廣告為例
書刊名:公共事務評論
作者:關復勇 引用關係李伶娟
作者(外文):Kuan, Fu-yungLee, Ling-chuan
出版日期:2011
卷期:12:2
頁次:頁19-37
主題關鍵詞:屬性框架訊息正反性經濟鏈廣告效果綠色廣告Attribute framingEconomic chainAdvertising effectsGreen advertising
原始連結:連回原系統網址new window
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  • 被引用次數被引用次數:期刊(2) 博士論文(1) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:7
  • 點閱點閱:78
環保概念已經蔚為一種風潮,不僅在政府法令規範與產品上可見其蹤跡,也衍生出綠色行銷與綠色廣告。本研究即以具環保傾向的手機為廣告目標,形成綠色廣告;運用屬性框架作為廣告的訊息呈現方式,經濟鏈表達訊息內容,探究屬性框架與經濟鏈對廣告效果之影響,並以廣告態度與購買意願做為廣告效果的衡量指標。本研究採用受試者間設計,以屬性框架的正向和反向與經濟鏈的製造、使用和廢棄階段構成2 X 3之6組的實驗設計,在高雄地區採取三間大學及兩間公司進行施測,有效問卷共219份。結果發現,屬性框架對廣告態度有顯著影響,正向訊息比反向訊息獲得更好的態度;購買意願則不受屬性框架影響。經濟鏈三階段則不影響廣告效果。屬性框架與經濟鏈對廣告效果也沒有交互作用。只要訴求環保之廣告,不論正向或反向的呈現形式,消費者仍是有正向態度,但敘述性廣告語句仍以使用正向訊息為主。經濟鏈各階段的廣告態度都偏向良好,不僅不偏重任一經濟鏈階段,也顯示受試者對於環保產品資訊揭露的廣告有正向態度。因此,企業更應該注重其生產者延伸責任,以整個產品生命週期評估作為基礎,在各方面加強其環保程度之改善。
The concept of environment friendly demonstrated on government laws and many products is so popular, not only green marketing and green advertising. In this study, a cell phone which has environment-friendly orientation is the main focus in green advertising. Attribute framing is the way of showing message in advertising, and economic chain is described as the content of message. Then, investigating the impact of attribute framing and economic chain on advertising effects, and advertising effects are measured by attitude toward advertising and purchase intention.The research adopts 2x3 between-subject experimental designs; each scenario contains positive and negative framing message of attribute framing, and three levels of economic chain: production, usage and waste. Samples were selected from 3 universities and 2 companies in Kaohsiung. The final samples are 219.The results are as follows, attribute framing has significant effects on attitude toward advertising, and positive framing has better score than negative one, but purchase intention is not influenced. Three levels of economic chain do not influence advertising effects. Attribute framing and economic chain have no interaction effect on advertising effects.Advertising appealing to environment friendly, no matter what framing it takes, consumers have positive attitudes toward the advertising, but using positive framing message is a better way. Consumers having positive attitudes toward three levels of economic chain show that they not only do not focus on any level, but have good feeling about information disclosure on environment-friendly products. Hence, an enterprise should pay attention to extended producer responsibility, and enhance the improvement on environment friendly through product life cycle assessment.
期刊論文
1.Biehal, G.、Stephens, D.、Curlo, E.(1992)。Attitude Toward the Ad and Brand Choice。Journal of Advertising,21(3),19-36。  new window
2.Iyer, E.、Banerjee, B.(1993)。Anatomy of green advertising。Advances in Consumer Research,20,494-501。  new window
3.O'Clock, P.、Devine, K.(1995)。An Investigation of Framing and Firm Size on the Auditor’s Going Concern Decision。Accounting and Business Research,25(99),197-207。  new window
4.Carlson, L.、Grove, S. J.、Kangun, N.(1993)。A Content Analysis of Environmental Advertising Claims: A Matrix Method Approach。Journal of Advertising,22(3),27-39。  new window
5.張卿卿(20040100)。從性別差異與產品態度確定性高低來探討廣告框架效果。管理評論,23(1),1-23。new window  延伸查詢new window
6.Levin, Irwin P.、Schneider, Sandra L.、Gaeth, Gary J.(1998)。All Frames Are Not Created Equal: A Typology And Critical Analysis of Framing Effects。Organizational Behavior and Human Decision Processes,76(2),149-188。  new window
7.Holbrook, M. B.、Batra, Rajeev(1987)。Assessing the Role of Emotions as Mediators of Consumer Response to Advertising。Journal of Consumer Research,14(3),404-420。  new window
8.Shamdasani, P. N.、Stanaland, A. J. S.、Tan, J.(2001)。Location, Location, Location: Insights for Advertising Placement on the Web。Journal of Advertising Research,41(4),7-21。  new window
9.Mitchell, A. A.、Olsen, J. C.(1981)。Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitudes?。Journal of Marketing Research,18(3),318-332。  new window
10.Lutz, R. J.、MacKenzie, S. B.、Belch, G. E.(1983)。Attitude toward the ad as a mediator of advertising effectiveness: Determinants and consequences。Advances in Consumer Research,10(1),532-539。  new window
11.Levin, I. P.、Gaeth, G. J.(1988)。How consumers are affected by the framing of attribute information before and after consuming the product。Journal of Consumer Research,15(3),374-378。  new window
12.Olney, Thomas J.、Holbrook, Morris B.、Batra, Rajeev(1991)。Consumer Responses to Advertising: The Effects of Ad Content, Emotions, and Attitude toward the Ad on Viewing Time。Journal of Consumer Research,17(4),440-453。  new window
13.Maheswaran, Durairaj、Meyers-Levy, Joan(1990)。The influence of message framing and issue involvement。Journal of Marketing Research,27(3),361-367。  new window
14.Petty, Richard E.、Cacioppo, John T.、Schumann, David(1983)。Central and peripheral routes to advertising effectiveness: The moderating role of involvement。Journal of Consumer Research,10(2),135-146。  new window
15.朱國明(2008)。以網路的資訊豐富環境與訊息框架探討網路購物行為之前因與後果模型研究。中華管理評論國際學報,11(4),1-25。  延伸查詢new window
16.Meyerowitz, E. B.、Chaiken, S.(1987)。The Effect Message Framing on Breast Self-Examination Attitudes, Intentions, and Behavio。Journal of Personality and Social Psychology,52,500-510。  new window
17.Banerjee, S.、C. S. Gulas、E. Iyer(1995)。Shades of Green: A Multidimentisional Analysis of Environmental Advertising。Journal of Advertising,24(2),21-31。  new window
18.Levin, Irwin P.、Gaeth, Gary J.、Schreiber, Judy、Lauriol, Marco(2002)。A New Look at Framing Effects: Distribution of Effect Sizes, Individual Differences, and Independence of Types Effects。Organizational Behavior and Human Decision Processes,88,411-429。  new window
19.Marteau, T. M.(1989)。Framing of Information: Its Influence Upon Decisions Doctors and Patients。British Journal of Social Psychology,28,89-94。  new window
會議論文
1.劉佳灝(2006)。行動電話品牌轉換為之探勘。  延伸查詢new window
研究報告
1.林信惠、鄭菲菲、吳金山(2004)。框架效應對電子商務買賣之影響研究。  延伸查詢new window
2.McDonagh, P(1994)。Towards and Understanding of What Constitutes Green Advertising as a Form of Sustainable Communication。  new window
圖書
1.許安琪、樊志育、鄭自隆(2002)。廣告學原理。揚智文化。  延伸查詢new window
2.Wells, W.、Moriarty, S.、Burnett, J.,(2006)。Advertising Principles and Practice。New Jersey:Pearson International Edition。  new window
3.山田理英、李永清(2000)。如何製作有效的平面廣告。滾石文化。  延伸查詢new window
4.林建煌(2007)。消費者行為概論。臺北:華泰文化有限公司。  延伸查詢new window
5.高明瑞、黃俊英、楊東震、黃義俊(2007)。綠色行銷。國立空中大學。  延伸查詢new window
6.洪賢智(2001)。廣告原理與實務。臺北:五南圖書公司。  延伸查詢new window
7.Solomon, Michael R.、Marshall, Greg W.、Stuart, Elnora(2004)。Marketing: Real People, Real Choices。Upper saddle river, NJ。  new window
其他
1.行政院環保署綠色生活資訊網。環保產品線上採購網,http://www.buygreentw.net/index.aspx, 20090426。  延伸查詢new window
2.綠色華碩網站,http://green.asus.com/chine, 20091202。  延伸查詢new window
3.Panasonic家事商品網站網址,http://pmst.panasonic.com.tw/frontend/product/PSPCcycleHigh.aspx?id=54, 20091203。  new window
 
 
 
 
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