The Influence of Different Environmental Information on Consumer's Green Production Evaluations
| Autor: | FANG-TING HU, 胡芳婷 |
|---|---|
| Rok vydání: | 2007 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 95 Due to the trend of sustainable development and preservation of the natural resources is more and more important and the mobile phone products stress more and more to save the resource, energy and develop policy of low pollution too, various kinds of green mobile phones are on market one after another. These are distinct from the traditional ones but have more advantage like environment protection, low pollution and reducing the danger of human body. However, how does the feel of consumers in Taiwan to green mobile phones? What advertisement strategies should be used by green mobile phone manufacturers to capture the consumer market? If there is a clear answer of question above, that should be contributive for popularization and selling of green mobile phone. This research utilizes the traditional conjoint analysis, life cycle assessment, degree of consumer involvement, Message framing and Message appeals to design different environmental information. Through the questionnaire we collect the influence of evaluation of green mobile phones to interviewers. After the analysis of the outcomes from questionnaires, the consumers could be swarmed off by degree of involvement or sex. While the basis of swarm off is degree of involvement, consumers belonged to high degree of involvement would be better to introduce the advertisement in negative message with relational message appeals or emotional message appeals. In the other hand, if the basis of swarm off is sex, the man would be suited to negative message with emotional message appeals and the woman would be better to negative message with relational message appeals. The combination of above could get the best result based on swarming off consumers. Key words：Conjoint analysis, Life cycle assessment, degree of involvement, Message framing, Message appeals. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
| Externí odkaz: |
|