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標題: 環保意識與訊息訴求對綠色產品溝通效果的影響
The Interplay Effects of Environmental Consciousness and Message Appeal on the Persuasiveness of Green Product Communications
作者: Ching-I Chiu
關鍵字: 環保意識
environmental consciousness
construal level
temporal distance
efficacy of green product
attitude toward advertisement
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摘要: The importance of environmental issue has substantially increased in the academics or practice. The way which consumer bought the green products or did the environmental activities positively will be influenced by environmental consciousness. However, individuals with higher level of environmental consciousness always perceived a green product efficacy was worse than a general product. Thus, the main purpose of this research was to explore the interplay effects of environmental consciousness and message appeals on perceptions of green product efficacy and attitudes toward advertisement. In order to verify the hypotheses, this study conducted two experiments. Study 1 was adopted a 2 (environmental consciousness: high vs. low) × 2 (construal level: abstract vs. concrete) between-subjects design. Study 2 was a 2 (environmental consciousness: high vs. low) × 2 (message appeal: hope vs. guilt) × 2 (temporal distance: far future vs. near future) between-subjects design, where environmental consciousness was a measured chronic personality variable and perceptions of green product efficacy and attitudes toward advertisement were dependent variables. The results revealed that in the hope appeal, people with higher levels of environmental consciousness were persuaded by the abstract level (i.e., why) message, whereas for lower levels of environmental consciousness were persuaded by concrete level (i.e., how) message. On the other hand, when the message appeal was guilt, temporal distance did not influence on perceived efficacy of green product and attitudes toward advertisement for those with low levels of environmental consciousness, whereas using the near future temporal (concrete construal) for those with high levels of environmental consciousness strengthened the perceived efficacy of green products. In terms of the practical implications for marketers in green product industry, the current study showed that it is particularly important for marketers to understand the environmental consciousness of their target audience. If marketers are aware of the environmental consciousness of the target audience, they can communicate right message more precisely and effectively.
無論是在學術上或實務上都可發現環保議題備受重視,然而,實務上卻發現,消費者購買綠色產品或積極實踐環保行動會受到環保意識的影響,主要是因為消費者對綠色產品持有矛盾的態度,即認知其效能較差。過去已有研究發現環保意識高低於知覺綠色產品效能上是不同的,本研究想進一步瞭解廣告訊息是否亦會影響綠色產品的溝通效果,例如,抽象訊息(時間距離遠之訊息)與具體訊息(時間距離近之訊息),或道德利他及罪惡利他的訴求形式。據此,本研究目的主要探討消費者環保意識對環保產品溝通效果(知覺綠色產品效能與廣告態度),進而考量不同廣告訊息與訴求方式的調節效果。 為達成研究目的,本研究共執行兩個實驗,實驗一採用2(環保意識:高v.s.低)* 2(構念層次:抽象v.s.具體)之受測者間因子設計。實驗二為2(環保意識:高v.s.低)*2(廣告訴求:罪惡利他v.s.道德利他)*2(時間距離:遠v.s.近) 。其中,環保意識皆採用衡量的方式,依變數為知覺綠色產品效能與廣告態度。 實驗結果發現,第一,若要提升廣告溝通效果,在道德利他的廣告情境中,若訴求對象為低環保意識者,則給予較具體之訊息,較能引起其共鳴,而有較佳之回應;反之,若訴求對象為高環保意識者,給予較抽象的訊息,能使其有較佳之回應。第二,當廣告風格是採取一種罪惡利他的形式時,對於低環保意識者來說,無論採取何種訴求形式,對其影響皆不大;但對於高環保意識者來說,給予時間距離較近之低層次訊息較能提升知覺綠色產品效能。本研究結果將可提供予行銷綠色產品之相關廠商,於未來在廣告訊息及訴求的選擇上做為參考。
文章公開時間: 2014-07-09
Appears in Collections:行銷學系所



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