如何實現永續性—以逆向心理學觀點探討綠色產品購買傾向

因此，本研究以逆向心理學的觀點，探討在廣告訊息的設計上，分別以正向和逆向的訊息框架（Message Frame）來呈現廣告訴求，是否會對綠色產品的購買意願產生不同影響？ 資料載入處理中... 跳到主要內容 臺灣博碩士論文加值系統 ::: 網站導覽| 首頁| 關於本站| 聯絡我們| 國圖首頁| 常見問題| 操作說明 English |FB專頁 |Mobile 免費會員 登入| 註冊 功能切換導覽列 (159.65.142.206)您好！臺灣時間：2022/10/2023:52 字體大小：       ::: 詳目顯示 recordfocus 第1筆/ 共1筆  /1頁 論文基本資料 摘要 外文摘要 目次 參考文獻 電子全文 QRCode 本論文永久網址: 複製永久網址Twitter研究生:洪恩霖研究生(外文):KENNYADRIANPUTRAARIUSSANTO論文名稱:如何實現永續性—以逆向心理學觀點探討綠色產品購買傾向論文名稱(外文):HowtoRealizeSustainability—ExaminingtheGreenProductPurchaseIntentionbythePerspectiveofReversePsychology指導教授:黃哲盛指導教授(外文):HUANG,JE-SHENG口試委員:劉秀雯、阮瓊妝、黃哲盛口試委員(外文):LIU,HSIU-WEN、NGUYEN,QUYNHTRANG、HUANG,JE-SHENG口試日期:2022-07-27學位類別:碩士校院名稱:中原大學系所名稱:國際商學碩士學位學程學門:商業及管理學門學類:貿易學類論文種類:學術論文論文出版年:2022畢業學年度:110語文別:英文論文頁數:78中文關鍵詞:永續性、逆向心理學、訊息框架、消費者知覺有效性、環境知識、綠色產品購買傾向外文關鍵詞:sustainability、reversepsychology、messageframe、perceivedconsumereffectiveness、environmentalknowledge、greenpurchaseintention相關次數: 被引用:0點閱:20評分:下載:3書目收藏:0 近年來，許多行銷策略已經超越了傳統行銷立場，改以促進永續性為目標之一。

但其中仍有一些廠商只是藉由「綠色」產品來美化永續性，不能算是真正地落實永續性。

同時，消費者也可能只是因為一時的善念而購買綠色產品，不見得會持續購買；或是，一直受到永續性訊息的行為規範而心生疲乏，反而影響其綠色產品的購買意願。

因此，本研究以逆向心理學的觀點，探討在廣告訊息的設計上，分別以正向和逆向的訊息框架（MessageFrame）來呈現廣告訴求，是否會對綠色產品的購買意願產生不同影響？同時，消費者個人的思考系統，是否會對不同訊息框架產生強化或弱化的干擾效果。

在研究設計上，採用李克特5點量表，衡量消費者對廣告訊息框架的偏好，並根據環境知識、對永續發展的態度以及消費者知覺有效性三個研究變數，對166名受訪者的綠色產品購買意願進行調查。

同時，也衡量受訪者的思考系統類型，以觀察其對於廣告訊息框架的反應。

研究結果顯示，除思考系統外。

環境知識被證明對綠色購買意願有顯著影響。

消費者知覺有效性也對綠色購買意願有顯著影響。

訊息框架對綠色購買意願也有顯著影響。

其中，使用正面的訊息框架更可以鼓勵綠色購買意願。

最後，研究結果發現，訊息框架並沒有扮演調節效果，思考系統也對訊息框架沒有顯著影響，建議這可留待後續研究做進一步的探討。

Overtheyears,variousmarketingtacticshavedevelopedovertraditionalmarketingstancestopromotesustainability.However,therearestillsomemanufacturerswhojustuse"green”productstomanipulatesustainability,whichcannotberegardedasarealimplementationofsustainability.Atthesametime,consumersmaybuygreenproductsjustbecauseofatemporarykindness,buttheymaynotcontinuetobuyitagain,ortheyarealwaystiredfromthebehavioralnormsofsustainablemessages,whichwillaffecttheirpurchasingintentionsofgreenproducts.Therefore,thisstudyusestheperspectiveofreversepsychologytoexaminetheeffectivenessofadvertisingmessagedesign.Thatis,willithaveadifferentimpactonthepurchaseintentionofgreenproductsbypresentingadvertisingappealswiththereversemessageframe?Atthesametime,willconsumers'personalthinkingsystemhavetheeffectofstrengtheningorweakeningthemediationeffectofdifferentmessageframes?Inresearchdesign,a5-pointLikertscalewasusedtomeasureconsumers'preferenceforadvertisingmessageframes,andbasedonthreeresearchvariables,environmentalknowledge,attitudesofsustainability,andperceivedconsumereffectivenesson166Surveyrespondents'willingnesstopurchasegreenproducts.Atthesametime,thetypeofthinkingsystemoftherespondentswasalsomeasuredtoobservetheirresponsetotheadvertisingmessageframe.Theresultsofthestudyshowthat,inadditiontothinkingsystems,environmentalknowledgewasshowntohaveasignificantimpactongreenpurchaseintentions.Perceivedconsumereffectivenessalsohasasignificantimpactongreenpurchaseintention.Themessageframealsohasasignificantimpactongreenpurchaseintention.Amongthem,theuseofapositivemessageframecanevenencouragegreenpurchaseintentions.Finally,theresultsofthestudyfoundthatthemessageframedidnotplayamoderatingeffect,andthethinkingsystemalsohadnosignificanteffectonthemessageframe. TableofContents摘要IABSTRACTIIACKNOWLEDGEMENTIIITableofContentsIVListofFiguresVIListofTableVIICHAPTER1INTRODUCTION11.1ResearchBackground11.2ResearchMotivationandObjectives41.3ResearchQuestions5CHAPTER2LITERATUREREVIEW62.1ReversePsychology62.1.1.MessageFraming72.1.2.ThinkingSystems92.2AttitudetoSustainability92.3EnvironmentalKnowledge112.4PerceivedConsumerEffectiveness122.5GreenPurchaseIntention142.6.HypothesisDevelopment152.6.1.EnvironmentalKnowledgeandGreenPurchaseIntention152.6.2.AttitudetoSustainabilityandGreenPurchaseIntention152.6.3.PerceivedConsumerEffectivenessandGreenPurchaseIntention152.6.4.MessageFrameandGreenPurchaseIntention162.6.5.EnvironmentalKnowledge,AttitudetoSustainability,PerceivedConsumerEffectivenessandMessageFrame162.6.6.ThinkingSystemandMessageFrame17CHAPTER3RESEARCHMETHODOLOGY193.1.VariablesandHypotheses203.2.Methodology21CHAPTER4DATAANALYSIS244.1.DescriptionofResearchObject244.2.QuestionnaireContent244.3.DescriptiveAnalysisofDemographic264.4.DescriptiveAnalysisofVariable324.5.ReliabilityAnalysis344.6.ExploratoryFactorAnalysis374.7.ValidityAnalysis394.8.SobelTest424.8.1.EnvironmentalKnowledge424.8.2.AttitudetoSustainability434.8.3.PerceivedConsumerEffectiveness444.8.4.ThinkingSystem454.9.FindingSummary47CHAPTER5CONCLUSION495.1.Conclusion495.2.Limitation505.3.Recommendation515.4.ResearchContribution535.5.FutureWorks53REFERENCES55APPENDIX64ListofFiguresFigure1.Patagonia.3Figure2.TheoreticalFramework.18Figure3.SobelTest.23ListofTableTable1.VariablesDefinition.20Table2.Cronbach'sAlphaRuleofThumb.22Table3.QuestionnaireContent.24Table4.DemographicDataofRespondents.26Table5.EnvironmentalKnowledge.27Table6.AttitudetoSustainability.28Table7.PerceivedConsumerEffectiveness.29Table8.GreenPurchaseIntention.29Table9.AdvertisementPreference.30Table10.ThinkingSystem.31Table11.DescriptiveStatistics.32Table12.MulticollinearityTest.34Table13.Cronbach’sAlphaTest.36Table14.KMOandBartlett’sTest.37Table15.RotatedComponentMatrix.38Table16.PearsonCorrelation.39Table17.LinearRegression1.41Table18.LinearRegression2.41Table19.LinearRegressionofEKtoMF42Table20.LinearRegressionofEKandMFtoGPI.43Table21.LinearRegressionofAStoMF.43Table22.LinearRegressionofASandMFtoGPI.44Table23.LinearRegressionofPCEtoMF.44Table24.LinearRegressionofPCEandMFtoGPI.45Table25.LinearRegressionofTStoMF.45Table26.LinearRegressionofTSandMFtoGPI.46Table27.SummaryHypothesis.47 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