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題名:綠色廣告設計效果之影響因子探討
作者:高彩鳳
作者(外文):Tsai-feng Kao
校院名稱:國立雲林科技大學
系所名稱:設計學研究所博士班
指導教授:杜瑞澤
學位類別:博士
出版日期:2013
主題關鍵詞:框架效應推敲可能性模式(ELM)綠色消費綠色廣告綠色行銷Elaboration Likelihood Model (ELM)Green MarketingFraming EffectGreen AdvertisingGreen Consumption
原始連結:連回原系統網址new window
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人類的環境問題日益嚴重,除了提升人們的綠色意識,建立綠色產品行銷的策略也視為可行之方法,綠色廣告設計以綠色特質突顯產品屬性,能否有效的讓消費者認同廣告訴求,達到行銷目的值得探討。本研究主要目的在於探討綠色廣告設計中影響廣告效果之因子,驗證綠色廣告溝通效果的有效性,採用準實驗研究法進行二項實驗研究,二項實驗分別為2(框架效應:正框架vs.負框架) x 2(綠色訊息:有vs.無),以及2(涉入程度:高vs.低)×3(綠色訊息:無、有vs.影片)×2(廣告訴求:理性vs.情感)的受測者間因子設計(Between Subject Factorial Design),對大學學生進行施測,以廣告效果為應變數進行實驗研究。
研究結果顯示,綠色廣告設計應針對不同消費者動機進行處理,不同類型之綠色廣告在不同的消費者動機處理後將產生差異變化,而綠色訊息在框架效應下有不同表現,在不同涉入狀況下,綠色訊息的提供,使消費者對理性廣告訴求與情感廣告訴求的廣告看法產生變異,本研究結合行銷與綠色廣告設計的基礎,探討不同情境中消費者的行為與反應,實際呈現了綠色消費中應考量的因素與可行的方向,並以研究結果為基礎,提出對後續研究之建議。
The human environment is a growing problem, in addition to enhancing green consciousness of the people, the establishment of a green product marketing strategy as a possible method. This study aimed to explore the factors, which is considered to have influential power on advertising effectiveness of green advertising design, to verify the effectiveness of green advertising communication effects. This study adopted the quasi-experiment mode, and conducted two empirical researches by experimental hypothesis, design, operational and verifies the results in four stages. First, in the experimental hypothesis stage sort-out of relevant literature and suggests the influence factor of advertising effectiveness, according to the characteristics of each factor with the relevant literature suggests experimental hypotheses. In experimental design and operation stages, refer to relevant research solutions for between subject factorial designs. There are four kinds and twelve kinds of different experimental conditions to test university students by conducts advertising attitude, product attitude as well as purchase intention for the experimental study.
The results show that green messages impact on advertising effectiveness and not only there was a significant interaction of involvement, green messages and advertising appeal. Among them, the high involvement by rational advertising appeals arising from advertising attitude and product attitude were significantly higher emotional advertising appeals. Low involvement by the emotional advertising appeals and rational advertising appeals arising from advertising attitudes and products attitudes are similar. This study combined marketing with green advertising design to reveal the behavior and reactions of consumers in different contexts, to show green consumption factors that should be considered and viable direction. These results are further discussed as reference for academia and suggestions for future research are also proposed.
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