臺灣博碩士論文加值系統

本研究主要探討在綠色行銷溝通中，人格特質的「親和性」及「外向性」對「廣告態度」及「綠色產品態度」之影響，及「廣告訴求」之干擾效果，並進一步檢驗「廣告態度」及「綠色產品態度」對「口碑推薦」及「採用意圖」之影響，及廣告訴求與性別之干擾效果。
本研究針對中部某大學管理學院學生做為問卷發放對象作為實驗，最終共收集到有效問卷計199份。研究結果發現：人格特質親和性比外向性，有較高程度的廣告態度及綠色產品態度；廣告態度會正向影響綠色產品態度及口碑推薦；綠色產品態度會正向影響採用意圖與口碑推薦。另外，在廣告訴求之干擾效果分析，廣告訴求中環保訴求比自利訴求，會強化人格特質親和性對廣告態度之影響。最後，在性別之干擾效果分析，男性相對於女性的廣告態度會正向影響使用意圖，女性相對於男性的綠色產品態度會正向影響口碑推薦。

The purpose of this study is to examine the effect of the Big Five personality traits (extraversion and agreeableness) on consumers’ attitudes toward the green advertisement and green product in the processes of green marketing communication. The paper also examines the moderating role of advertising appeal on the Big Five (extraversion and agreeableness)–attitudes toward the green advertisement and green product relationship, and the moderating role of gender on the attitudes toward the green advertisement and green product–word of mouth and usage intention relationship.
Data were collected from a sample of 199 students of college of management from an urban university in Taichung. The study found that agreeableness could be more important than extraversion to have an effect on consumers’ attitudes toward the green advertisement and green product. The research found that attitude toward the green advertisement impact on attitudes toward green product and word of mouse, and that attitude toward green product influence on word of mouth and usage intention. In addition, the study also found that advertising appeal moderates the relationship between agreeableness and attitudes toward the green advertisement, that gender moderates the relationship between attitudes toward the green advertisement and usage intention, and that gender moderates the relationship between attitudes toward the green product and word of mouth. Finally, the research findings are discussed. The study also offers suggestions on the directions for future research.

目次
論文摘要 I
ABSTRACT IV
目次 VI
表次 VIII
圖次 IX
第一章 緒論 1
第一節 研究動機與研究問題 1
第二節 研究目的 2
第二章 理論基礎與研究假設 3
第一節 研究架構 3
第二節 人格特質 5
第三節 廣告訴求與廣告態度 8
第四節 綠色產品與綠色產品態度 10
第五節 採用意圖與口碑推薦 12
第六節 性別的干擾效果 13
第三章 研究方法 14
第一節 研究對象與抽樣方法 14
第二節 變數定義與衡量工具 15
第三節 信度與效度分析 17
第四章 研究結果 24
第一節 理論架構模式分析 24
第二節 廣告訴求干擾變數分析 27
第三節 性別干擾變數分析 28
第五章 結論與討論 31
第一節 討論 31
第二節 管理涵義 33
第三節 研究限制與未來研究方向 34
參考文獻 36
一、 中文文獻 36
二、 英文文獻 37
附錄 43
附錄一 43
附錄二 47

參考文獻
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