廣告訴求方式與來源可信度對於綠色產品廣告效果之影響

The influence of advertising appeals and source credibility on green product advertisements.

黃騰翰(Teng-han Huang)

指導教授 ： 李小梅

國立中央大學/管理學院/資訊管理學系/碩士(2011年)

摘要

綠色風潮的興起，已在近年來的消費市場造成一定的影響，許多廠商趨之若鶩的推出新產品，綠色產品的廣告更是一波接一波的對消費者放送，不論是強調節能、省電、無汙染，或是任何愛地球的宣言，目的皆是為了打動消費者的心，進而增加廠商的獲利。
然而，當民眾在觀看這些綠色產品的廣告時，企業採行的廣告訴求是否能確實打動消費者的心呢？Kotler（1995）認為，廣告訴求應思索對目標顧客所重視之訊息，才能藉此了解顧客願意購買之主因。而且對於綠色產品的介紹和推廣，勢必得說服消費者此產品所能為地球、為環境帶來之幫助和效益，那麼廣告中所使用的支持數據或相關推薦內容，是否能被顧客所接納和採信呢？許多研究皆證實，當訊息具有來源可信度時，即可有效提升產品的說服效果與產品價值，更可能改變消費者對產品的態度與行為（Petty & Cacioppo, 1981; Ohanian, 1990; Bohner et al., 2002; Reimer et al., 2005.）。而目前在綠色產品廣告的相關研究中，對於探討廣告訴求與來源可信度之研究是相對匱乏的，因此，本研究透過相關文獻回顧，針對綠色產品廣告，探討在不同廣告訴求（感性訴求和理性訴求）與不同來源可信度（高來源可信度和低來源可信度）之下，廣告內容是如何影響消費者對於綠色產品的態度、感受，以及後續的消費行為。
本研究主要操弄廣告訴求與來源可信度為兩個自變項，探討對廣告效果（廣告態度、品牌態度與購買意願）之影響；此外，更進一步嘗試在綠色產品廣告中加入產品涉入程度（高涉入與低涉入）作為干擾變數，檢測產品涉入程度之差異是否會對廣告效果產生影響。本研究採實驗設計方式，總共兩個實驗，皆為2*2的實驗設計，透過分派受測者至不同情境的環境中觀看不同的廣告內容，經實驗人員說明與觀看後即進行問卷填答。本研究運用SPSS 17.0與其他統計軟體加以分析研究資料與假說驗證。
研究結果顯示：(1) 具感性訴求的綠色產品廣告效果優於具理性訴求之廣告效果；(2) 具高來源可信度的綠色產品廣告效果優於具低來源可信度之廣告效果；(3) 當產品涉入程度高時，具理性訴求的綠色產品廣告效果優於具感性訴求之廣告效果；反之，當產品涉入程度低時，具感性訴求的綠色產品廣告效果優於具理性訴求之廣告效果；(4) 不論產品涉入程度高或低，具高來源可信度的綠色產品廣告效果皆優於具低來源可信度之廣告效果。

關鍵字

廣告訴求 ； 來源可信度 ； 產品涉入 ； 廣告效果

並列摘要

The recent trend towards being “green” has had certain undeniable effects upon the consumer market, with many companies rapidly introducing new “green” products. Consumers are constantly exposed to more and more advertisements for these items. Such ads stress how the product will save energy, use low amounts of power, or not produce pollution. Although the ads used this or any other appeal to the consumer to “love the planet”, their real goal is to emotionally move a consumer into buying the product, thereby increasing the company’s revenue.
Thus, does the sight of advertisements for green products, and appeals made by the companies really influence consumers to purchase them? Kotler (1995) believes that in order to understand what factors would cause a consumer to purchase a product, companies should consider what their target demographic wants. In order to successfully promote a Green product, the advertisements must explain how this product would benefit the Earth and the environment. It must convince potential buyers that this information is accurate and trustworthy, that the claims and supporting data used in the advertisement can really be accepted and believed by consumers. Many studies done on this subject have come to the conclusion that, if the data or figures comes from a trusted, reliable source, they do increase the perceived trustworthiness and value of said product, and can change how consumers view and feel about the product（Petty & Cacioppo, 1981; Ohanian, 1990; Bohner et al., 2002; Reimer et al., 2005.） So far, in the literature related to the subject of green product advertisements, there has been insufficient research conducted on the accuracy and trustability of the information source on data included in these advertisements. Thus, in this study, through a review of related documents, we attempt to discover, what the effects of different types of advertisement appeals (Emotional or Rational) and the credibility of different information sources (High and Low) are under various conditions, as well as what effects the advertisement contents for a green product have upon how the consumer’s views and reactions to this product and his or her subsequent purchasing behavior.
This study primarily manipulates the two variables, the advertising appeal and source credibility, in order to explore the effects of various types of advertising (advertising attitude, brand attitude, purchase intention). In addition, we add different levels of product involvement (high and low) to the green product advertisement as an interference variable in order to discover if differing amounts of product involvement in the advertisement has any influence on the ad’s effectiveness. The experimental
design is as follows: there are a total of two experiments, each being a 2*2 experimental design. Test subjects were assigned to different environments and then exposed to advertisements before researchers offered an explanation and they were given a questionnaire to record their responses. The SPSS 17.0 and other statistical software were employed to analyze the research data and test the hypothesis.
Research findings are as follows: (1) green products advertisements that make emotional appeals have a stronger effect than those that appeal to rational. (2) Advertisements with information from more reliable sources are more effective than those with unreliable information. (3) When product involvement is high, advertisements appealing to rational have a greater effect than those making emotional appeals. On the other hand, when the product involvement is low, advertisements making emotional appeals are more effective than those making rational ones. (4) Regardless of the amount of product involvement, high or low, advertisements with more trustable information sources had a larger effect than those without.

並列關鍵字

advertising appeal ； source credibility ； product involvement ； advertising effects

參考文獻

張植芳，2007，「產品特性、涉入程度與購買目的對規範性評估與購買意圖之影響－以消費性電子產品為例」，國立成功大學高階管理碩士在職專班碩士論文。

童曉君，1999，「廣告訴求、廣告代言人、自我監控程度、消費者與代言人之人格一致性對廣告效果的影響」，元智大學管理科學研究所碩士論文。

詹雅婷，2010，「代言人可信度對品牌形象與購買意願影響之研究－以產品涉入程度為干擾變數」，虎尾科技大學經營管理研究所碩士論文。

Arjun, C. and Morris, B. H., 1999, “The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty,” Journal of Marketing, Vol.65, pp. 81-93.

Belch, G. E., and Belch, M. A., 1998, “Advertising and Promotion: an Integrated Marketing Communications Perspective,” Singapore：McGraw-Hill.