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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/32061

    Title: 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
    Other Titles: A study of effectiveness of rational/emotional green ad appeal-moderating effect of green lifestyle
    Authors: 何孟修;Ho, Meng-shou
    Contributors: 淡江大學國際貿易學系國際企業學碩士班
    張俊惠;Chang, Chun-hui
    Keywords: 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
    Date: 2009
    Issue Date: 2010-01-11 01:36:53 (UTC+8)
    Abstract: 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。


    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.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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