淡江大學機構典藏:Item 987654321/51692
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    Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/51692


    Title: 理性與感性綠色廣告訴求對廣告效果之研究 : 以環境知識為干擾變數
    Other Titles: A study of effectiveness of rational and emotional green ad appeal moderating effect of environment knowledge
    Authors: 任素慧;Jen, Su-hui
    Contributors: 淡江大學國際商學碩士在職專班
    張俊惠;Chang, Chun-hui
    Keywords: 綠色知識;環境知識;綠色廣告訴求;廣告效果;Green Knowledge;Environment Knowledge;Effects of Advertising;Green Advertising Appeal
    Date: 2010
    Issue Date: 2010-09-23 15:48:45 (UTC+8)
    Abstract: 　　近年來，全球開始興起一片綠色消費運動中，從政府單位、民間企業到消費者，漸漸開始從事綠色行為，消費者也開始考慮選購綠色產品。從Mintel 2008年的調查文獻結果發現，在2006年8月時，只有12%的消費者表示他們會定期購買綠色產品，到2008年已有高達36%的人主張定期購買綠色產品。環境意識高漲的今日，綠色環保消費趨勢已成為全球重視的議題，企業若要持續維持競爭力，就應視環境議題為新商機，善用各種綠色行銷手法，吸引消費者的注意。
    　　本研究利用SPSS 12.0 之統計套裝軟體為分析工具，使用敘述性統計分析、信度分析、卡方檢定、多變量變異數分析及t檢定統計方法來探討針對不同的綠色廣告訴求何者有較佳的廣告效果反應，針對消費者的環境知識高低，也想探討不同環境知識的消費者何者有較佳的廣告效果反應以及環境知識的不同是否會產生干擾綠色廣告訴求之廣告效果反應。

    本研究得到的三個重要結論為：
    1.使用感性的廣告訴求遠比使用理性的廣告訴求之廣告效果更具有優勢。
    2.若要達到最佳的綠色廣告溝通效果，需針對環境知識高的消費群來傳遞廣告訊息。
    3.環境知識是不具有干擾效果的，不會影響理性與感性廣告訴求之廣告效果反應。
    Purpose/ design/methodology/approach –

    This research make us of SPSS 12.0 statistic software applications as analysis toolsets, joining uses descriptive statistics, Reliability analysis, Pearson’s Correlation Analysis, Multivariate Analysis of variance, and t test to research and examine various green advertisement and their corresponding consumer reactive response. Based on selective consumers’ environmental awareness mindset, to study different environmental knowledgeable consumer groups with matching preference green advertisement. To determine whether green advertisement will have conflicting response to various environmental knowledgeable groups of consumer.

    Findings –

    This research has three major conclusion summary statements:
    1.Perceptual advertisement has stronger influential affect than rational advertisement.
    2.In order to receive best green advertisement communication feedback, need to attention focus target audience on high environmental knowledgeable consumer groups on marketing delivery.
    3.Environmental knowledgeable variance does not affect results, does not affect rational and perceptual advertisement response.
    Appears in Collections:[Graduate Institute & Department of International Business] Thesis

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