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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=A Study of Green Advertising Design: Influences of Involvement, Green Messages and Advertising Appeals on Advertising Effectiveness |
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作者 | 杜瑞澤; 高彩鳳; 杜宜展; 邱碧蓮; Tu, Jui-che; Kao, Tsai-feng; Tu, Yi-chan; Chiu, Pi-lien; |
期刊 | 科技學刊. 人文社會類 |
出版日期 | 20130600 |
卷期 | 22:1 2013.06[民102.06] |
頁次 | 頁65-80 |
分類號 | 497 |
語文 | chi |
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; |
中文摘要 | 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。 |
英文摘要 | 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. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。