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研究生:黃姿胤
研究生(外文):HUANG, TZU-YIN
論文名稱:綠色廣告訴求對購買意願之影響:以環保意識及故事行銷干擾變數
論文名稱(外文):How Product Message Appeal, Story-telling Marketing, and Environmental Consciousness Influence Consumers’ Perceived Authenticity and Purchase Intention?
指導教授:李桂秋李桂秋引用關係江宜芳江宜芳引用關係
指導教授(外文):Lee, KUEI-CHIUCHIANG, YI-FANG
口試委員:陳亭廷
口試委員(外文):CHEN, TING-TING
口試日期:2021-05-03
學位類別:碩士
校院名稱:逢甲大學
系所名稱:合作經濟暨社會事業經營學系
學門:社會及行為科學學門
學類:經濟學類
論文種類:學術論文
論文出版年:2021
畢業學年度:109
語文別:中文
論文頁數:101
中文關鍵詞:廣告訴求故事行銷真實性環保意識購買意願
外文關鍵詞:Product Message AppealStory-telling MarketingEnvironmental ConsciousnessAuthenticityPurchase Intention
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環境變化有感的當今,永續也成為最熱門且最需要組織迫切找出對策的議題。許多組織雖在此變革中做出對應,但消費者有沒有跟上腳步,卻成了組織持續推動永續的關鍵。因此,如何有效的與大眾進行永續溝通,將為本研究探討重點。
本研究將探討綠色廣告訴求在具體、抽象的敘述下,加入環保意識作為干擾變數,對消費者購買意願的影響。再者,觀察綠色廣告訴求(具體/抽象)與故事行銷間的交互作用,對消費者購買意願的影響。最後進一步去了解故事行銷如何透過真實性影響消費者購買意願。本研究利用獨立樣本2(綠色廣告訴求:抽象v.s. 具體)*2(故事行銷:有v.s. 沒有)的實驗設計,使用「有限責任苗栗縣賽夏族原住民林業暨勞動合作社」中,具代表性的產品「蜂蜜」做為本研究的產品標的。
研究結果發現,第一,綠色產品行銷時不能只依據消費者的環保意識高低來判斷進行抽象或具體的廣告陳述,需多考慮自身產品與消費者的其他特質。第二,消費者重視商品帶給他們的真實性感受,而故事行銷的方式確實能增強其知覺程度。第三,當無法呈現故事行銷時,建議行銷人員使用具體的廣告訴求來溝通,較能吸引消費者的關注。本研究結果將提供予有限責任苗栗縣賽夏族原住民林業暨勞動合作社以及有相關狀況的組織,做為未來與消費者進行綠色廣告溝通時的參考。

Nowadays, with a sense of environmental change, sustainability has become the hottest and the most urgent issue for organizations to find countermeasures. Although many organizations have responded to this change, whether consumers have kept up with the trendisthe key to organizations’ continued promotion of sustainability. Therefore, how organizations can effectively communicate with the public on a sustainable basis will be the focus of this study.
This research explored the impact of product message appeal in a concrete and abstract narrative on consumers' purchase intentions by adding environmental consciousness as a confounding variable. Furthermore, the research observed the interaction of product message appeal (concrete/abstract) and story-telling marketing on consumers' purchase intentions. Finally, it went further to understand how story-telling marketing influenced consumers' purchase intentions through authenticity. This experiment adopted the independent sample design of 2 (product message appeal: abstract vs. concrete) * 2 (story-telling marketing: use vs. not use), and utilized the iconic product “honey” from the Limited Liability Miaoli County Saixia Aboriginal Forestry and Labor Cooperative as the target product of this study.
The results of the study found that, not only consumers' environmental consciousness but more other considerations such as the characteristics of the product and consumers should be taken to construct the abstract or specific advertising statements. Furthermore, consumers value the authenticity of products, and conducting story-telling marketing strategy could enhance their perception of authenticity. Finally, when it is not possible to present story-telling marketing, it is recommended that marketers use specific product message appeal to communicate, which may better attract consumers' attention. The results of this study will be provided to the Limited Liability Miaoli County Saixia Aboriginal Forestry and Labor Cooperative and the relevant organizations as a reference for future green advertising communication.

第一章 緒論 1
第一節 研究動機及背景 1
第二節 研究目的 4
第二章 文獻探討 5
第一節 綠色廣告訴求 5
第二節 解釋水平理論 7
第三節 環保意識 8
第四節 故事行銷 9
第五節 真實性 10
第六節 購買意願 12
第三章 研究設計與實施 13
第一節 研究架構 13
第二節 研究流程 14
第三節 研究範圍與對象 15
第四節 研究假設 17
第五節 變數定義與衡量 19
第六節 實驗設計 22
第四章 實證結果與分析 25
第一節 敘述性統計 25
第二節 操弄檢定 28
第三節 信度分析 31
第四節 因素分析 32
第五節 假說檢驗 37
第五章 結論與建議 42
第一節 研究結果討論 43
第二節 管理意涵 44
第三節 研究限制與未來研究方向 46
參考文獻 47
附錄 54

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