廣告訴求及訊息框架對廣告效果影響-以環保習慣為干擾變項

The Impact of Advertisement Appeal and Message Framing on Advertisement Effects-Perception of Environmental Protection as Moderator Variable

周梅菁(Mei-Chin Chou)

指導教授 ： 曾義明

淡江大學/商學院/國際貿易學系國際企業學碩士班/碩士(2010年)

https://doi.org/10.6846/TKU.2010.00456

摘要

近年來，許多企業因意識到「節能減碳」的重要性，紛紛推動有關此議題的環保活動，其目的除了可以盡其企業責任，也可以提高企業形象；廣告的目的之一為可以吸引消費者，進一步產生購買行為，本研究重點之一為如何運用有機廣告的訴求及框架，以達成有效的廣告效果，由於較少學者探討廣告訴求與訊息框架的交互作用，因此本研究亦探討廣告訴求及訊息框架對廣告效果的交互作用；重點之二為探討隨著環保習慣大不相同，對消費者產生的廣告效果是否也隨之不同，欲加入消費者不同環保習慣為干擾變數，進而了解廣告效果是否會受到消費者的環保習慣影響。

回收所有問卷296份之後，首先先刪除無效問巻31份，運用SPSS 12.0分析265份有效問卷，在分析在進行變異數分析前，本研究先利用因素分析可以簡化資料結構，濃縮資料，藉著信度分析反應各量表的問項是否有一致性，接著透過集群分析把消費者的環保習慣分成三群，最後進行雙因子變異數及多變量分析。
本研究發現廣告效果會受到廣告訴求及訊息框架會影響廣告效果，且不同的環保型習慣亦會影響廣告效果；最後根據本研究結論提出研究及行銷建議。

關鍵字

有機消費者 ； 廣告訴求 ； 訊息框架 ； 廣告效果

並列摘要

Recently, many entrepreneurs realize the importance of saving energy and try to launch activities related to this issue not only to fulfill social responsibility but also to improve company image. One main purpose of advertisement campaign is to attract consumers then motivate them to purchase. Therefore, one main focus of this research is to figure out how to use advantage of advertisement appeal and message framing in order to achieve maximum effect. Due to fewer studies about the interaction of appeal and framing, this research discussed the interaction as well. Furthermore, another main focus is to talk about the advertisement effect difference based on different perception of environmental protection.
There were 296 questionnaires returned and 31 were not qualified for further analysis. SPSS 12.0 was used to analyze the result. Before general linear model test is used, firstly, this study used principal factor analysis to simplify the data. Reliability test was then applied to find the interrelatedness among the questions and perception of environmental protection was divided to three groups.
This research concluded that the advertisement effect would be influenced by the appeal, framing and perception of environmental protection. Then based on the result, it conducted further research and suitable market recommendation.

並列關鍵字

Organic Consumer ； Advertisement Appeal ； Message Framing ； Advertisement Effect

參考文獻

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