綠色廣告效果之研究—分析自我參照、論點品質的作用及廣告懷疑層級的影響

Effectiveness of Green Advertising: Analysis on the Effects of Self-Reference, Argument Quality, and Advertising Skepticism

楊朝明(Chao-Ming Yang)；許子凡(Tzu-Fan Hsu)

綠色廣告 ； 自我參照 ； 論點品質 ； 廣告懷疑 ； 廣告效果 ； Green Advertising ； Self-reference ； Argument Quality ； Advertising Skepticism ； Advertising Effectiveness

商業設計學報

26期（2023 / 03 / 01）

36 - 52

繁體中文;英文

本研究依據「自我參照（分析型、敘述型）」及「論點品質（強論點、弱論點）」之相關文獻，設計出四種不同類型的綠色廣告，採用4×2受測者間實驗設計，探索自我參照與論點品質在綠色廣告中的作用，並從中分析「廣告懷疑層級（低懷疑、高懷疑）」對綠色廣告效果的影響。研究收集298位受測者的實驗資料，透過二因子變異數分析，獲得三項主要的研究發現：其一，綠色廣告文本的設計藉由自我參照與論點品質的相互搭配，會引導消費者從不同的訊息路徑去接收廣告訊息；其二，「分析型自我參照＋強論點」與「敘述型自我參照＋強論點」的綠色廣告，可喚醒廣告低懷疑度者產生較佳的綠色廣告效果；其三，「敘述型自我參照＋弱論點」的綠色廣告，可喚醒廣告高懷疑度者產生較佳的綠色廣告效果。本研究成果可提供企業更精準的擬定綠色廣告行銷策略。

This study created four types of green advertising on the basis of literature regarding self-reference (analytical vs. descriptive) and argument quality (strong vs. weak). Accordingly, a 4×2 between-subject experimental design was adopted to examine the effects of self-reference and argument quality in green advertising and how the level of advertising skepticism (low vs. high) affects the advertisement effectiveness. Data were collected from 298 participants and analyzed using two-way analysis of variance to reveal the following three major findings. First, the text design of green advertising, through the interaction between self-reference and argument quality, guided participants to receive advertising information through different routes. Second, green advertisements with analytical self-reference and strong arguments and those with descriptive self-reference and strong arguments were more effective among participants with low advertising skepticism. Third, green advertisements with descriptive self-reference and weak arguments were more effective among participants with high advertising skepticism. The aforesaid findings could help businesses develop more precise marketing strategies based on green advertising.

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