The Influence of Green Product Attributes and Advertising Appeals On Purchase Intention:The Moderating Effect of Environment Protect Commitment.
| Autor: | Peng, Hsuan-Tzu, 彭宣慈 |
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| Jazyk: | zh-TW |
| Rok vydání: | 2012 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 100 The propose of this study is to investigate the product attributes and advertising appeal for consumers’ purchase intention to green all in one product. Secondly, we attempt to figure the influence of consumers’ purchase intention under different advertising appeals trigger for different green product attributes. And investigate whether the consumers have the environment protect commitment have the moderate effect. In this study, a formal experiment 2 (green product attributes: utilitarian, hedonic) × 2 (advertising appeal: rational, emotional) design, and verify "green product attributes" or "advertising appeal" by the environment protect commitment of moderate. We arrive at the following 4 conclusions from the theoretical developments and experimental result. (1) consumers' purchase intention in green hedonic products is significantly higher than utilitarian green products. (2) The rational advertising appeal and emotional advertising appeal have no significant effect on purchase intention. (3) in terms of advertising appeal trigger demands of the rational situation or emotional situation, consumers' purchase intention in green hedonic products is significantly higher than utilitarian green products. (4) The environment protect commitment has the interference effect to green product attributes and purchase intention. These findings will help the company to promote green products in the future, a better understanding of customer demographics. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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