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    Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/114124

    Title: To explore the influence from advertising appeal , eco environment commitment and purchasing intention : Fair Trade coffee
    Other Titles: 廣告訴求, 消費者生態環境承諾程度在公平貿易知識以及購買意願上之影響 : 以公平貿易咖啡豆為例
    Authors: 朱利侒;CHU, LI-AN
    Contributors: 淡江大學國際企業學系碩士班
    鮑世亨;Pao, Shih-Heng
    Keywords: Advertising Appeal;Fair Trade Knowledge;Level of Eco-Environment Commitment;消費者生態環境承諾程度;廣告訴求
    Date: 2017
    Issue Date: 2018-08-03 14:42:27 (UTC+8)
    Abstract: 本研究希望透過既有的研究架構與假說上面探討,定義不同的廣告訴求對消費者購買意願的影響,來自於314位參與者的匿名回答,透過瞭解台灣大學生與大陸留英學生在公平貿易知識及對公平貿易咖啡豆的購買意願。探討公平貿易咖啡豆在六個公平貿易知識面向等級與購買意願。
    The present research attempts to explore the influences of different advertising appeal on different types of green consumers Data was collected with anonymous responses from the 314 participants in the university. Using Fair Trade coffee as an advertisement product to evaluate the six fair trade knowledge dimensions and purchase intention. Participants are categorized into three levels of eco-environmental commitment-high, medium and low group. The results show emotional advertising appeal could increase customers’ purchase intention than rational advertising appeal. In addition, participants believe rational advertising appeal could provide high information quality than emotional appeal. Furthermore, participants have more environment concern; they would show stronger interest about Fair Trade products.
    Appears in Collections:[Graduate Institute & Department of International Business] Thesis

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