臺灣博碩士論文加值系統

本研究主要目的是找出推廣環保產品的有效溝通方法。我們利用產品顏色與產品造型，激發出調節焦點理論(Regulatory focus)中的促進定向(Promotion focus)與預防定向(Prevention focus)。接著，再利用公司的環保行為，設計單純行為敘述、心智模擬(Mental Simulation)中的結果模擬敘述(Outcome Simulation)與過程模擬敘述(Process Simulation)對不同調節焦點理論的購買意願影響。量化分析結果顯示：在單純環保行為敘述下，人們會因為缺乏事實根據，導致懷疑敘述造假而降低購買意願。在結果模擬敘述下，會讓促進定向的人們購買意願提高，而在過程模擬敘述下，會讓預防定向的人們購買意願提高，而在產品設計混合著促進定向與預定向的元素時，會因為心中調節焦點的混亂而不論在結果模擬或過程模擬皆無法成功增加購買意願。最後，透過本次研究，我們發現到若是環保產品設計偏向激發促進定向時，我們應該採取結果模擬的公司環保行為敘述或廣告來增加購買意願；在環保產品設計偏向激發預防定向時，我們應該採取過程模擬的公司行為敘述或廣告來增加購買意願。
希望本研究的分析結果，可以幫助不知名或是小型環保公司推廣環保產品，讓這些公司能透過對自己環保行為適當的敘述，增加消費者的購買意願。

The purpose of this study is to find out what is the most promoting way to communicate with the customer about eco-friendly product. We use product color and product form to evoke individual’s regulatory foci (promotion focus or prevention focus). Then, we use the company’s environmental behaviors to design the behaviors’ pure description and two types of mental simulations (outcome simulation and process simulation). Afterwards, we analyze the effects on regulatory focus in these different conditions. The qualitative analysis results suggest that: In pure description condition, people suspect the description and feel salience manipulative intention, so the purchase intention becomes lower. However, in outcome simulation condition, evoked promotion-focused people will high their purchase intention; in process simulation condition, evoked prevention-focused people will high their purchase intention. Finally, through our study, we find that if product design can evoke promotion focus, we should use outcome simulation to increase purchase intention; if product design can evoke prevention focus, we should use process simulation to increase purchase intention.
We hope this study could help unknown or small eco-friendly company to promote their products. By appropriately using their environmental- protecting behaviors, these companies could make their customers’ purchase intention increased.

中文摘要 I
Abstract II
誌 謝 III
Table of Contents IV
List of Figures VI
List of Tables VI
Chapter1 Introduction 1
1.1 The importance of environmental protection 2
1.2 Barriers to eco-friendly products 2
Chapter2 Literature Review and Hypotheses Development 4
2.1 Social marketing 4
2.2 Eco-friendly Products in Social Marketing 4
2.3 Product appearance effect on purchase intention of eco-friendly products: Color in marketing 5
2.4 Product form influences psychological responses 5
2.5 Regular focus 6
2.6 Message frame effect 7
2.7 Presentation of the message frame 7
2.8 Salience of manipulative intention on regulatory focus 8
2.9 The relationship between product colors, form, regulatory focus, and salience 8
2.10 Mental simulation and persuasion 10
2.11 The relationship between mental simulation and regulatory focus 10
Chapter3 Study 12
3.1 Pretest 14
3.1.1 Object preference bias 14
3.1.2 Message manipulation in mental simulation 16
3.1.3. Regulatory focus in NTUST students 18
3.2 Participants and design 19
3.3 Stimuli 19
3.4 Procedure 21
3.5 Measure 22
3.6 Results analysis 22
3.7 Manipulation check 23
3.8 Hypotheses testing 23
3.9 Discussion 26
Chapter4 General Discussion 27
4.1 Summary 27
4.2 Managerial Implications 29
4.3 Social Implications 31
4.4 Limitations and Future Research 32
Reference 34

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