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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/32089

    Title: 利他、利己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 altruism/self-interest green ad appeal : moderating effect of green life style
    Authors: 林美吟;Lin, Mei-yin
    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: 利他訴求;利己訴求;綠色廣告;綠色生活型態;廣告效果;Altruism Appeal;Self-Interest Appeal;Green AD;Green Life Style;Advertising Attitude Mediate Model
    Date: 2009
    Issue Date: 2010-01-11 01:38:41 (UTC+8)
    Abstract: 在全球暖化日趨嚴重的社會,大家掀起一股綠色生活風潮。舉凡從消費者、政府到企業,大家致力於綠色消費。因此許多企業看準綠色市場的商機無限,推出各種不同訴求的綠色廣告吸引消費者的注意。
    本研究將以常見的「廣告態度」、「品牌態度」、「購買意圖」衡量廣告效果,來探討不同類型(利他、利己)綠色廣告訴求之廣告效果,且本研究也依據Fraj and
    Due to the global warming becomes seriously, everyone set off the Green Life wave. From consumers, the government and firms, each person is committed to green consumption. So many marketers investigate the green market potential unlimited, they launch variety of Green Advertising Appeals to attract consumers’ attention.
    The study used common structures:Advertising Attitude、Brand Attitude、Purchasing Intention to measure Advertising Effectiveness, and to discuss the Altruism/Self-Interest Green Ad Appeals how to effect the Ad’s Effectiveness. Consumers having different environmental values and life styles have different eco-consumption behavior (Fraj and Martinez, 2006), so the study also discussed different Green Life Styles consumers how to make their Ad’s Effectiveness difference, and at the same time, the study took the Green Life Styles as a moderator to measure whether the Ad’s Effectiveness between different types Green Ad Appeals and different Green Life Styles is different or not.We applied Experimental Design to analyze the valid response data. The major findings of this study were as follows:
    1、Green Ad Appeals did produce the better Ad Effectiveness, especially significance in Ad Attitude and Brand Attitude.
    2、We can truly take Green Life Styles as an effective segmentation variable.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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