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議題接近性、罪惡感訴求與環境涉入對綠色行銷廣告的影響 = Adverti...

吳湘旻

議題接近性、罪惡感訴求與環境涉入對綠色行銷廣告的影響 = Advertising of Green Marketing: Influences of Issue Proximity, Guilt Appeals and Involvement with the Environment

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	Advertising of Green Marketing: Influences of Issue Proximity, Guilt Appeals and Involvement with the Environment
作者:	吳湘旻,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2009[民98]
面頁冊數:	94面圖,表 : 30公分;
標題:	環境涉入
標題:	Green Advertising Effectiveness.
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/62128288278670736410
附註:	參考書目：面
附註:	指導教授：張純端、吳毓麒
摘要註:	當對環境的關注發展且普及於社會中時，廣告人員對綠色訊息的發展與綠色目標消費者之興趣也隨之提高。廣告人員也已運用情緒性的訴求，試著去形塑和改變消費者的態度並說服他們去購買產品。此論文討論在綠色行銷廣告中，訊息應如何呈現，並且採用2（議題接近性：高與低） 2（罪惡感訴求：強調罪惡感訴求與無強調罪惡感訴求）的實驗設計，探討對不同環境涉入程度的消費者而言，綠色廣告的效果為何。研究結果指出，將高議題接近性或是強調罪惡感訴求運用在綠色行銷廣告上可以得到較好的廣告效果。然而議題接近性和罪惡感訴求的交互作用更值得說明。當議題接近性低時，相對於無強調罪惡感訴求，強調罪惡感訴求的廣告效果較好，另一方面，當議題接近性高時，強調罪惡感訴求與無強調罪惡感訴求對廣告效果沒有明顯影響。最有趣的是，議題接近性、罪惡感訴求及環境涉入三者產生的交互作用。在消費者是低環境涉入時，研究的結果與上述的效果不同，具體來說，消費者為低環境涉入時，在高議題接近性的情況下，相對於無強調罪惡感訴求，強調罪惡感訴求的廣告效果較好。最後，此論文提供給綠色行銷人員此研究之相關管理意涵與對未來研究的建議。 As environmental concerns develop and diffuse throughout society, advertisers are interested in developing green messages and targeting green consumer segments. Advertisers also have relied on emotional appeals to try to form and change attitudes and to convince consumers to purchase products. This paper discusses the optimal way for information presented in an advertisement for green marketing programs. An experiment of 2 (issue proximity: high vs. low) 2 (guilt appeals: guilt appeals vs. non-guilt appeals) factorial design is conducted to explore green advertising effectiveness for consumers with different levels of environmental involvement. The results indicate that using an issue with high proximity and guilt appeals on green marketing advertising enhances advertising effectiveness. The results reveal that participants in an issue with low proximity condition, guilt appeals would show more effective than non-guilt appeals. On the other hand, no differences between the effects of non-guilt appeals and those of guilt appeals in an issue with high proximity condition. More interestingly, the aforementioned influences differ from consumers with low environmental involvement. Focusing on low-involved consumers, an issue with high proximity is more effective under guilt appeals condition than those under non-guilt appeals condition. Managerial implications for green marketers and suggestions for future research are discussed.

議題接近性、罪惡感訴求與環境涉入對綠色行銷廣告的影響 = Advertising of Green Marketing: Influences of Issue Proximity, Guilt Appeals and Involvement with the Environment
吳, 湘旻

議題接近性、罪惡感訴求與環境涉入對綠色行銷廣告的影響 = Advertising of Green Marketing: Influences of Issue Proximity, Guilt Appeals and Involvement with the Environment / 吳湘旻撰 - [高雄市] : 撰者, 2009[民98]. - 94面 ; 圖,表 ; 30公分.
參考書目：面指導教授：張純端、吳毓麒.
環境涉入Green Advertising Effectiveness.

議題接近性、罪惡感訴求與環境涉入對綠色行銷廣告的影響 = Advertising of Green Marketing: Influences of Issue Proximity, Guilt Appeals and Involvement with the Environment
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