臺灣博碩士論文加值系統

近年來，全球吹起一陣綠色浪潮，使得許多企業紛紛推動各種綠色產品，隨著綠色意識的來臨，消費者逐漸重視綠色產品，企業不僅要了解目前綠色消費趨勢，也要針對綠色消費趨勢調整廣告策略，才是企業未來在綠色產業勝出的關鍵。
因此，本研究針對綠色廣告訴求作為相關探討，透過理性與感性兩種綠色廣告訴求，來了解何種綠色廣告訴求對消費者較具有影響力，及探討綠色廣告訴求的廣告態度及品牌信任在綠色產品購買意願間是否有影響。並進一步了解不同的綠色生活型態族群在廣告態度及綠色產品購買意願上是否有差異影響。
本研究採問卷設計，共回收377份有效問卷，使用SPSS軟體進行統計分析。研究結果顯示，消費者對綠色產品的購買意願會受到綠色廣告訴求之影響，產生正向之廣告態度及品牌信任；在廣告態度及品牌信任上，也具有中介效果影響；且在不同綠色生活型態族群上，對廣告態度及綠色產品購買意願有差異影響。本研究結果可供未來綠色產業之企業作後續廣告行銷策略之依據。

In recent years, the increasing global popularity of “green” promotes many enterprises to launch a variety of green products. With the arrival of green awareness, consumers gradually pay more attention to green products, thus, enterprises should understand the current green consumption trends and adjust their advertising strategy in accordance with the trends, which is key to enterprises ability to prosper in the green industry of the future.
Therefore, this study engages in relevant discussions of green advertising, in order to understand what kind of green advertising is more influential to consumers through rational and emotional green advertising appeals, explores whether green advertising appeals’ advertising attitude and brand trust have impact on consumers’ green product’s purchase intention, and further understands whether different green lifestyle groups have different impacts on advertising attitude and green product’s purchase intention.
In this study, a total of 377 valid questionnaires are collected and analyzed using SPSS software. The results show that consumers’ green product’s purchase intention is influenced by green advertising appeals, resulting in positive advertising attitude and brand trust; regarding advertising attitude and brand trust, there is also the impact of the intermediary effect; regarding different green lifestyle groups, there are different impacts on advertising attitude and green product’s purchase intention. The results of this study can be used for future green industry enterprises as a basis for follow-up advertising marketing strategy.

目錄
中文摘要I
Abstract II
目錄III
圖目錄V
表目錄VI
第壹章 緒倫1
第一節 研究背景與動機1
第二節 研究目的4
第三節 研究流程.5
第貳章 文獻探討7
第一節 綠色廣告訴求7
第二節 廣告態度17
第三節 品牌信任23
第四節 綠色產品購買意願27
第五節 綠色生活型態29
第參章 研究方法35
第一節 研究架構35
第二節 研究變數之操作型定義與衡量37
第三節 問卷設計44
第四節 資料分析方法45
第五節 問卷預試與前測結果47
第肆章 實證結果51
第一節 敘述統計51
第二節 各構面之信度分析及效度分析57
第三節 皮爾森相關分析59
第四節 各變項間之迴歸分析60
第五節 廣告態度與品牌信任之層級迴歸分析64
第六節 綠色生活型態分析67
第七節 研究假說檢定之彙整77
第伍章 結論與建議78
第一節 研究結論78
第二節 研究貢獻與管理意涵81
第三節 研究限制與未來研究建議83
參考文獻84
附錄92
問卷廣告93
預試問卷95
正式問卷96

圖目錄 圖目錄
圖 1-1 研究流程圖 6
圖 2-1 情感移轉模型 19
圖 2-2 雙重中介模型 19
圖 2-3 相互中介模型 20
圖 2-4 獨立影響模型 20
圖 3-1 研究架構 圖 35

表目錄 表目錄
表 2-1 廣告之定義 8
表 2-2 綠色 廣告程度之類型 廣告程度之類型 11
表 2-3 廣告訴求之類型 12
表 2-4 綠色廣告訴求之類型 13
表 2-5 態度之定義 18
表 2-6 信任之定義 24
表 2-7 綠色產品購買意願之定義 27
表 2-8 生活型態之定義 29
表 2-9 AIOAIOAIO變數之定義 30
表 2-10 PlummerPlummer Plummer 之 AIOAIOAIO變數構面 31
表 3-1 理性綠色廣告訴求之操作型定義與衡量問項 37
表 3-2 感性綠色廣告訴求之操作型定義與衡量問項 38
表 3-3 廣告態度之操作型定義與衡量問項 39
表 3-4 品牌信任之操作型定義與衡量問項 40
表 3-5 綠色產品購買意願之操作型定義與衡量問項 41
表 3-6 綠色生活型態之操作定義與衡量問項 42
表 3-7 廣告訴求分類設計 47
表 3-8 受測者對於 A、B、C、D廣告之訴求認知分類 廣告之訴求認知分類 47
表 3-9 受測者對於 A、B、C、D廣告中代表性訴求之看法 廣告中代表性訴求之看法 48
表 3-10 前測之信度分析 50
表 4-1 性別次數分配表 51
表 4-2 年齡次數分配表 52
表 4-3 教育程度次數分配表 52
表 4-4 職業次數分配表 53
表 4-5 平均每月收入次數分配表 53
表 4-6 綠色廣告訴求構面之敘述統計分析表 54
表 4-7 廣告態度構面之敘述統計分析表 55
表 4-8 品牌信任構面之敘述統計分析表 55
表 4-9 綠色產品購買意願構面之敘述統計分析表 56
表 4-10 各構面之信度分析表 58
表 4-11 皮爾森相關分析表 皮爾森相關分析表 59
表 4-12 理性綠色廣告訴求與產品購買意願迴歸分析表 60
表 4-13 感性綠色廣告訴求與產品購買意願迴歸分析表 61
表 4-14 理性綠色廣告訴求與態度迴歸分析表 61
表 4-15 感性綠色廣告訴求與態度迴歸分析表 62
表 4-16 理性綠色廣告訴求與品牌信任迴歸分析表 62
表 4-17 感性綠色廣告訴求與品牌信任迴歸分析表 63
表 4-18 綠色廣告訴求與態度之層級迴歸分析表 65
表 4-19 綠色廣告訴求與品牌信任之層級迴歸分析表 66
表 4-20 綠色生活型態之 KMO 與巴氏球形檢定表 67
表 4-21 綠色生活型態構面之因素分析與信度表 69
表 4-22 綠色生活型態之各集群因素檢定表 70
表 4-23 綠色生活型態集群之性別交叉表 72
表 4-24 綠色生活型態集群之年齡交叉表 72
表 4-25 綠色生活型態集群之教育程度交叉表 73
表 4-26 綠色生活型態集群之職業交叉表 73
表 4-27 綠色生活型態集群之平均每月收入交叉表 74
表 4-28 綠色生活型 態集群之平均數表 75
表 4-29 綠色生活型態集群之差異檢定表 76
表 4-30 研究假說檢定之彙整表 77

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