臺灣人文及社會科學引文索引資料庫系統

:::

詳目顯示

回上一頁
第 1 筆 / 總合 1 筆   第一頁 上一頁 下一頁 最後一頁
/1頁
題名：綠色廣告設計研究：涉入、綠色訊息與廣告訴求對廣告效果的影響
書刊名：科技學刊. 人文社會類
作者：杜瑞澤 引用關係／高彩鳳／杜宜展 引用關係／邱碧蓮
作者(外文)：Tu, Jui-che／Kao, Tsai-feng／Tu, Yi-chan／Chiu, Pi-lien
出版日期：2013
卷期：22:1
頁次：頁65-80
主題關鍵詞：綠色設計；綠色行銷；推敲可能性模式；綠色消費；ELM；Green design；Green marketing；Elaboration likelihood model；Green consumption
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:0
  • 共同引用共同引用:99
  • 點閱點閱:26
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。本研究以行銷理論中，被廣泛討論的涉入理論為基礎，探討涉入程度、綠色訊息與不同廣告訴求對廣告效果的影響。這項研究採取 2 (涉入程度：高 vs.低) x 2 (綠色訊息：有 vs.無) x2 (廣告訴求：理性 vs.情感) 的受試者間因子設計 (between subject factorial design)，共有 8種不同實驗情境，以廣告態度與產品態度為應變數進行實驗研究。結果顯示，涉入程度與廣告訴求交互作用顯著，且依循「推敲可能性模式」 (Elaboration Likelihood Model : ELM) 產生中央路徑或週邊處理原則的效果。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，提供綠色行銷之參考。
Facing the increasingly severe environmental problem, in addition to enhancing the public’s green consciousness, an establishment of a green product marketing strategy could also be considered as a possible method. This study adapted involvement theory which has been widely discussed in marketing theory, to explore the influences of involvement, green messages, and advertising appeals on advertising effectiveness. The study conducts empirical researches using a 2 (involvement: high vs. low) x 2 (green message: yes vs. no) x 2 (advertising appeal: rational vs. emotional) Between Subject Factorial Design. There are eight kinds of experimental conditions and conducts advertising attitude as well as product attitude for the experimental study. The results show that not only there was a significant interaction of involvement and advertising appeal, it also follow the "Elaboration Likelihood Model, ELM " to produce the effect of the central path or around the principles. This study combined marketing with green advertising design to reveal the behavior and reactions of consumers in different contexts, and can also function as criterion for green marketing.
期刊論文
1.Griskevicius, Vladas、Tybur, Joshua M.、van den Bergh, Bram(2010)。Going green to be seen: Status, reputation, and conspicuous conservation。Journal of Personality and Social Psychology，98(3)，392-404。  new window
2.Aaker, David A.、Norris, Donald(1982)。Characteristics of TV Commercials Perceived as Informative。Journal of Advertising Research，22(2)，61-70。  new window
3.簡怡雯、蕭中強、邱玉葉、盧端雯(20070400)。訊息來源與產品種類相關性、訊息來源可信度、消費者涉入程度對產品態度之影響。管理評論，26(2)，23-38。new window  延伸查詢new window
4.Patrick, H.、Ibáñez, V. A.、Sainz, F. J. F.(2005)。Green Branding Effects on Attitude: Functional versus Emotional Positioning Strategies。Marketing Intelligence and Planning，23(1)，9-29。  new window
5.林隆儀、曾冠雄(20080300)。廣告代言人與廣告訴求方式對廣告效果影響之比較--自我監控的干擾效果。企業管理學報，76，87-128。new window  延伸查詢new window
6.李翊豪、林裕仁、林俊成、李國忠(20050300)。臺灣地區竹炭產品之消費價值與市場選擇行為研究。臺灣林業科學，20(1)，37-48。  延伸查詢new window
7.林陽助、李佳珂、李宜致、林吉祥、傅筱雯(20091000)。廣告訴求、產品屬性及消費者自我監控程度對廣告效果之影響--以銀髮族產品為例。澄清醫護管理雜誌，5(4)，9-22。  延伸查詢new window
8.Banerjee, Subhabrata、Gulas, Charles S.、Iyer, Easwar(1995)。Shades of Green: A Multidimensional Analysis of Environmental advertising。Journal of Advertising，24(2)，21-31。  new window
9.Bator, R. J.、Cialdini, R. B.(2000)。New Ways to Promote Proenvironmental Behavior: The Application of Persuasion Theory to the Development Of Effective Proenvironmental Public Service Announcements。Journal of Science，56(3)，527-541。  new window
10.Brennan, L.、Binney, W.(2010)。shame appeals in social marketing。Journal of Business Research，63(2)，140-146。  new window
11.D'Souza, C.、Taghian, M.(2005)。Green Advertising Effects on Attitude and Choice of Advertising Themes。Asia Pacific Journal of Marketing and Logistics，17(3)，51-66。  new window
12.Grunert, S. C.(1993)。Everybody seems concerned about the environment but is this concern reflected in (Danish) consumers' food choice?。European Advances in Consumer Research，1，428-433。  new window
13.Hartmann, P.、Apaolaza-Ibáñez, V.(2011)。Consumer attitude and purchase intention toward green energy brands: The roles of psychological benefits and environmental concern。Journal of Business Research，65(9)，1254-1263。  new window
14.Hsieh, Y.-C.、Chen, K.-H.(2011)。How different information types affect viewer's attention on internet advertising。Computers in Human Behavior，27(2)，935-945。  new window
15.Iyer, E.、Banerjee, B.、Gulas, C.(1994)。An Expose on Green Television Ads。Advances in Consumer Research，21，292-298。  new window
16.Jaeger, S. R.、MacFie, H. J. H.(2001)。The effect of advertising format and means-end information on consumer expectations for apples。Food Quality and Preference，12(3)，189-205。  new window
17.Kokkinaki, F.、Lunt, P.(1999)。The effect of advertising message involvement on brand attitude accessibility。Journal of Economic Psychology，20(1)，40-51。  new window
18.Litvine, D.、Wüstenhagen, R.(2011)。Helping "light green" consumers walk the talk: Results of a behavioural intervention survey in the Swiss electricity market。Ecological Economics，70(3)，462-474。  new window
19.McDaniel, S. W.、Rylander, D. H.(1993)。Strategic green marketing。Journal of Consumer Marketing，10(3)，4-10。  new window
20.Nyborg, K.、Howarth, R. B.、Brekke, K. A.(2006)。Green consumers and public policy: On socially contingent moral motivation。Resource and Energy Economics，28(4)，351-366。  new window
21.Polonsky, M. J.(2011)。Transformative green marketing: Impediments and opportunities。Journal of Business Research，64，1311-1319。  new window
22.Rokicka, E.(2002)。Attitudes towards natural environment。International Journal of Sociology，32(2)，78-90。  new window
23.Wagner, E.、Hansen, E.(2002)。Methodology for evaluating green advertising of forest products in the United States: a content analysis。Forest Products Journal，52(4)，17-23。  new window
24.Wegener, D. T.、Petty, R. E.、Detweiler-Bedell, B. T.、Jarvis, W. B. G.(2001)。Implications of Attitude Change Theories for Numerical Anchoring: Anchor Plausibility and the Limits of Anchor Effectiveness。Journal of Experimental Social Psychology，37(1)，62-69。  new window
25.Aaker, D. A.、Stayman, D. M.、Hagerty, M. R.(1986)。Warmth in Advertising: Measurement, Import, and Sequence Effects。Journal of Consumer Res，12(4)，365-381。  new window
26.王凱、王存國、范錚強(20060700)。線上環境中廣告情境呈現與執行手法對廣告效果的影響：廣告變化、訊息訴求與導引效果。資訊管理學報，13(3)，1-28。new window  延伸查詢new window
27.林隆儀、林岳民(20050600)。廣告比較策略與廣告訴求方式對購買意願的影響--產品涉入之干擾效果。企業管理學報，65，1-29。new window  延伸查詢new window
28.林隆儀、涂克明(20061200)。品牌概念形象與廣告訴求方式對廣告效果之影響--涉入程度之干擾效果。真理財經學報，15，77-108。new window  延伸查詢new window
29.Ruiz, S.、Sicilia, M.(2004)。The impact of cognitive and/or affective processing styles on consumer response to advertising appeals。Journal of Business Research，57(6)，657-664。  new window
30.Zaichkowky, J. L.(1985)。Measuring the Involvement Constructs。Journal of Consumer Research，12(3)，341-352。  new window
31.Stern, Paul C.(1992)。What psychology knows about energy conservation。American Psychologist，47(10)，1224-1232。  new window
32.Mostafa, Mohamed M.(2009)。Shades of green: A psychographic segmentation of the green consumer in Kuwait using self-organizing maps。Expert Systems with Applications，36(8)，11030-11038。  new window
33.徐達光、陳中蓮、鍾幸樺(20060600)。訴求類型、訊息呈現方式與消費者涉入程度對餐廳平面廣告購買意願之研究。餐旅暨家政學刊，3(2)，269-287。new window  延伸查詢new window
34.魏文欽、柯玉鳳(2008)。消費態度與綠色消費者行為因果關係之實證研究。International Journal of LISREL，1(1)，23-42。  延伸查詢new window
35.蔡佳靜(20060100)。訊息陳述方式、廣告訴求對象與涉入程度對廣告效果之影響--不同產品類別之探討。輔仁管理評論，13(1)，85-106。new window  延伸查詢new window
36.黃銘章、孫詩蘋(2008)。產品知識、涉入程度對處方藥藥商廣告效果之影響。行銷評論，5(1)，81-104。new window  延伸查詢new window
37.Brucks, Merrie(1985)。The effects of product class knowledge on information search behavior。Journal of Consumer Research，12(1)，1-16。  new window
38.Russell-Bennett, Rebekah、McColl-Kennedy, Janet R.、Coote, Leonard V.(2007)。Involvement, satisfaction, and brand loyalty in a small business services setting。Journal of Business Research，60(12)，1253-1260。  new window
39.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
40.祝鳳岡(19960700)。「廣告理性訴求策略」之策略分析。廣告學研究，8，1-26。new window  延伸查詢new window
41.祝鳳岡(19950100)。「廣告感性訴求策略」之策略分析。廣告學研究，5，85-112。new window  延伸查詢new window
42.Kim, J. U.、Kim, W. J.、Park, S. C.(2010)。Consumer perceptions on web advertisements and motivation factors to purchase in the online shopping。Computers in Human Behavior，26(5)，1208-1222。  new window
43.Laurent, Gilles、Kapferer, Jean-Noël(1985)。Measuring Consumer Involvement Profiles。Journal of Marketing Research，22(1)，41-53。  new window
44.祝鳳岡(19980100)。廣告策略之探研--系統建構觀點。廣告學研究，10，31-50。new window  延伸查詢new window
45.Lavidge, Robert J.、Steiner, Gary A.(1961)。A Model for Predictive Measurements of Advertising Effectiveness。Journal of Marketing，25(6)，59-62。  new window
46.Liebermann, Yehoshua、Flint-Goor, Amir(1996)。Message Strategy by Product-Class Type: A Matching Model。International Journal of Marketing Research，13(3)，237-249。  new window
47.楊朝明、林品章(20070300)。隱喻修辭的視覺圖像與標題對廣告效果的影響。設計學報，12(1)，19-35。new window  延伸查詢new window
48.Celsi, Richard L.、Olson, Jerry C.(1988)。The Role of Involvement in Attention and Comprehension Processed。Journal of Consumer Research，15(2)，210-224。  new window
49.Miniard, Paul W.、Bhatla, Sunil、Lord, Kenneth R.、Dickson, Peter R.、Unnava, H. R.(1991)。Picture-based Persuasion Processes and the Moderating Role of Involvement。Journal of Consumer Research，18(1)，92-107。  new window
50.Lockshin, L. S.、Spawton, A. L.、Macintosh, G.(1997)。Using Product, Brand and Purchasing Involvement for Retail Segmentation。Journal of Retailing and Consumer Services，4(3)，171-183。  new window
圖書
1.Petty, R. E.、Cacioppo, J. T.(1996)。Attitudes and Persuasion: Classic and Contemporary Approaches。Boulder, CO：William。  new window
2.Kotier, Philip(2001)。A Framework for Marketing Management。Prentice-Hall。  new window
3.Peattie, Ken(1992)。Green Marketing。Pitman Publishing。  new window
4.吳明隆(2007)。SPSS操作與應用：問卷分析與應用統計。臺北：五南。  延伸查詢new window
5.Petty, Richard E.、Cacioppo, John T.(1986)。Communication and Persuasion: Central and Peripheral Route to Attitude Change。New York：Springer-Verlag。  new window
圖書論文
1.Petty, R. E.、Cacioppo, J. T.(1983)。Central and Peripheral Routes to Persuasion: Application to Advertising。Advertising and Consumer Psychology。Lexington：Lexington Books。  new window
 
 
 
 
第一頁 上一頁 下一頁 最後一頁 top
:::
無相關著作
 
無相關點閱
 
QR Code
QRCODE

臺灣人文及社會科學引文索引資料庫

目前上線人數：1420（臺灣：1396，外國：24） ／ 本年度總使用人次：1780212 ／ 訪客人次（自102年09月）：67591345
國家圖書館著作權聲明 Copyright © 2013 All rights reserved.
本館地址: 100201臺北市中山南路20號． 本館地圖及交通資訊．
總機：(02)23619132．最佳瀏覽解析度為1024x768以上