回收所有問卷296份之後，首先先刪除無效問巻31份，運用SPSS 12.0分析265份有效問卷，在分析在進行變異數分析前，本研究先利用因素分析可以簡化資料結構，濃縮資料，藉著信度分析反應各量表的問項是否有一致性，接著透過集群分析把消費者的環保習慣分成三群，最後進行雙因子變異數及多變量分析。 本研究發現廣告效果會受到廣告訴求及訊息框架會影響廣告效果，且不同的環保型習慣亦會影響廣告效果；最後根據本研究結論提出研究及行銷建議。 Recently, many entrepreneurs realize the importance of saving energy and try to launch activities related to this issue not only to fulfill social responsibility but also to improve company image. One main purpose of advertisement campaign is to attract consumers then motivate them to purchase. Therefore, one main focus of this research is to figure out how to use advantage of advertisement appeal and message framing in order to achieve maximum effect. Due to fewer studies about the interaction of appeal and framing, this research discussed the interaction as well. Furthermore, another main focus is to talk about the advertisement effect difference based on different perception of environmental protection. There were 296 questionnaires returned and 31 were not qualified for further analysis. SPSS 12.0 was used to analyze the result. Before general linear model test is used, firstly, this study used principal factor analysis to simplify the data. Reliability test was then applied to find the interrelatedness among the questions and perception of environmental protection was divided to three groups. This research concluded that the advertisement effect would be influenced by the appeal, framing and perception of environmental protection. Then based on the result, it conducted further research and suitable market recommendation.
