利他、利己綠色廣告訴求之廣告效果研究-以綠色生活型態為干擾變數

A Study of Effectiveness of Altruism/Self-Interest Green AD Appeal: Moderating Effect of Green Life Style

林美吟(Mei-Yin Lin)

指導教授 ： 張俊惠

淡江大學/商學院/國際貿易學系國際企業學碩士班/碩士(2009年)

https://doi.org/10.6846/TKU.2009.00888

摘要

在全球暖化日趨嚴重的社會，大家掀起一股綠色生活風潮。舉凡從消費者、政府到企業，大家致力於綠色消費。因此許多企業看準綠色市場的商機無限，推出各種不同訴求的綠色廣告吸引消費者的注意。
本研究將以常見的「廣告態度」、「品牌態度」、「購買意圖」衡量廣告效果，來探討不同類型(利他、利己)綠色廣告訴求之廣告效果，且本研究也依據Fraj and
Martinez(2006)學者的研究發現，不同環境價值和生活型態的消費者，其具有的環保傾向與生態消費行為也會有所不同，來探討不同綠色生活型態的消費者其綠色廣告效果有何差異，同時進一步以綠色生活型態為干擾變數，探討不同類型(利他、利己)綠色廣告訴求之廣告效果，是否會受到不同綠色生活型態的消費者而有所影響。本研究採用實驗設計方法來進分析，主要的研究發現描述如下：
一、利他、利己的綠色廣告訴求是具有影響力的。
由本研究的結論可得知，綠色廣告訴求可以引發消費者對於廣告中產品產生較佳的廣告效果，其中又以利己廣告訴求可以留下好的廣告態度，而利他廣告訴求可帶來正面的品牌態度。
二、綠色生活型態是有效的區隔變數。
由本研究的實證分析後，發現不同的綠色生活型態的消費者確實會帶來不同的綠色廣告效果，因此企業必須瞭解自己顧客群的綠色生活型態，才能提供適切的行銷策略。

關鍵字

利他訴求 ； 利己訴求 ； 綠色廣告 ； 綠色生活型態 ； 廣告效果

並列摘要

Due to the global warming becomes seriously, everyone set off the Green Life wave. From consumers, the government and firms, each person is committed to green consumption. So many marketers investigate the green market potential unlimited, they launch variety of Green Advertising Appeals to attract consumers’ attention.
The study used common structures：Advertising Attitude、Brand Attitude、Purchasing Intention to measure Advertising Effectiveness, and to discuss the Altruism/Self-Interest Green Ad Appeals how to effect the Ad’s Effectiveness. Consumers having different environmental values and life styles have different eco-consumption behavior (Fraj and Martinez, 2006), so the study also discussed different Green Life Styles consumers how to make their Ad’s Effectiveness difference, and at the same time, the study took the Green Life Styles as a moderator to measure whether the Ad’s Effectiveness between different types Green Ad Appeals and different Green Life Styles is different or not.We applied Experimental Design to analyze the valid response data. The major findings of this study were as follows:
1、Green Ad Appeals did produce the better Ad Effectiveness, especially significance in Ad Attitude and Brand Attitude.
2、We can truly take Green Life Styles as an effective segmentation variable.

並列關鍵字

Altruism Appeal ； Self-Interest Appeal ； Green AD ； Green Life Style ； Advertising Attitude Mediate Model

參考文獻

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