理性與感性綠色廣告訴求之廣告效果研究-以綠色生活型態為干擾變數

A Study of Effectiveness of Rational/Emotional Green Ad Appeal-Moderating Effect of Green Lifestyle

10.6846/TKU.2009.00801

何孟修

綠色行銷 ； 綠色廣告訴求 ； 廣告效果 ； 綠色生活型態族群 ； Green Marketing ； Green Ad Appeal ； Ad Effectiveness ； Green Lifestyle

淡江大學國際貿易學系國際企業學碩士班學位論文

2009年

碩士

張俊惠

繁體中文

近年來全球暖化問題嚴重，使得各國政府大力推動節能減碳運動，隨著這樣的綠色意識來臨，消費者逐漸重視產品的綠色特性，與平日對環保的付出，就廠商而言，發展具有環保功能的產品，區隔出目標顧客群，並使用有效行銷溝通方式，會是未來在綠色市場的勝出關鍵。因此，本研究將針對環保產品─綠色筆電，區隔變數─綠色生活型態，行銷溝通方式─綠色廣告，來探討綠色筆電使用理性與感性綠色廣告訴求之廣告效果，並以綠色生活型態做為干擾變數。 本研究採用多變量分析(MANOVA)，自變數為理性與感性綠色廣告訴求和綠色生活型態，應變數為廣告效果，干擾變數為綠色生活型態，來進行實證分析。 研究結論： 一、理性與感性綠色廣告訴求之廣告效果有差異，其中感性綠色廣告 訴求在廣告效果的表現上較佳。 二、不同綠色生活型態族群之廣告效果反應有差異，其中綠色購買倡 導群在廣告效果的反應上較佳。 三、不同綠色生活型態族群對於理性與感性綠色廣告訴求之廣告效 果，不具有干擾效果。

Recently, the problem of global warming is more serious. Many governments lead the green movement–conserve energy and reduce carbon emission. Followed by this sense of green has come. The consumers had gradual concerned about green attitude of product and contributed to environmental protection. For firm, developing environmental friendly products, finding out target customers, and using effective marketing communicating tools are the key to win in green market. Therefore, this study aimed at environmental friendly product–green laptop, targeting variable–green lifestyle, marketing communicating tool–green ad, and discussed the effectiveness of rational/emotional green ad appeal, then used green lifestyle as moderating variable. This study applied MANOVA to analyze the response data. Independent variables are rational/emotional ad appeals and green lifestyle. Dependent variable is ad effectiveness. Moderating variable is green lifestyle. The results of this study were as follow: 1.There is different between the effectiveness of rational/emotional ad appeals. Besides, the effectiveness of emotional ad appeal is better. 2.There is different among the ad effectiveness of green lifestyle groups. Besides, the ad effectiveness of green purchasing and promoting group is better. 3.Green lifestyle is not moderating the effectiveness of rational/emotional ad appeals.

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