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題名 | 探討推敲可能性模式與消費者綠色經驗對綠色廣告類型與廣告態度關係之干擾效果=Investigating the Moderating Effect of ELM and Green Experiences on Green Advertising Types and Advertising Attitude |
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作者姓名(中文) | 蔡璧如; 劉譯詠; | 書刊名 | 環境與管理研究 |
卷期 | 15:1 2014.06[民103.06] |
頁次 | 頁1-27 |
分類號 | 497.4 |
關鍵詞 | 綠色廣告; 廣告態度; 消費者綠色經驗; Green advertisement; Advertising attitude; Elaboration likelihood model; ELM; Consumer green experiences; |
語文 | 中文(Chinese) |
中文摘要 | 企業為了與關心環境的消費者進行溝通,使用越來越多的含有環保意識的廣告。然而綠色廣告的充斥已令消費者感到困惑,進而導致消費者對綠色商品的報導或相關訊息感到不值得信任。本研究欲探討消費者對何種綠色廣告會產生不信任的情況。本研究將綠色廣告分為綠色產品廣告、企業形象廣告、過程定位廣告以及公益廣告四個種類,並納入推敲可能模式及消費者經驗為干擾變數,以問卷為研究工具,對義守大學大學部之學生進行便利取樣。研究結果顯示:1.不同的綠色廣告對消費者之廣告態度有顯著差異,且對企業形象廣告的廣告態度最差。2.推敲可能性模式的干擾效果達到顯著。其中,採取周邊路徑思考途徑的受測者對綠色產品廣告的廣告態度較差,而採取中央路徑思考途徑的受測者對公益廣告的廣告態度較差。3.消費者經驗之干擾效果則是不顯著,消費者對綠色廣告的廣告態度不會受到消費者經驗干擾的影響。 |
英文摘要 | Advertisement with eco-friendly vows are getting popular in order for enterprises to reach consumer who cares for the environment. However, green advertisings are full of vows that confused consumer. This may leads to gradual distrust of news or information related to green products.Advertising attitude is affected by consumer pattern. Elaboration Likelihood Model takes the point of there are two ways of affecting one's attitude: consumers took central route from their attitude according to the information they received;consumers with peripheral route will form their attitude according to related factor of the information. Therefore the advertising attitudes are varied. Also, difference of each person's experience will result in difference to the criterion of judgment, and consequently different advertising attitude.This research categorized green advertising into four categories, green product advertising, enterprise image advertising, process positioning advertising and charity advertising. Convenient sampling is deployed to the undergraduate students of I-Shou University by using questionnaires as research tool. Research results are as follow: 1.Different green advertising has significant effect to consumers' advertising attitude. 2.ELM has a significant interfering effect. Lower advertising attitude observed while using peripheral route in green product advertising, central route in charity advertisement. 3. Interfering effect of green related experience is insignificant, which implies even with the interference of green related experience, advertising attitude of consumer will not be affected. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。