摘要
环境恶化促使人们绿色消费意识提升,但消费者对绿色产品传统传播方式反响平平,出现绿色消费意识提升而消费行为迟缓的明显差异。企业选择何种广告诉求方式与消费者保持有效沟通,进而提升消费者的购买欲望显得尤为重要。因此,采用实验法探索利他、利己广告诉求对消费者绿色购买意愿的影响。运用SPSS23.0等数据分析软件分析发现:利己广告诉求下消费者产品态度和绿色购买意愿更积极;产品态度在广告诉求和消费者绿色购买意愿之间起到中介作用;信息框架在绿色广告诉求和产品态度之间起调节作用。在得益框架下,利他广告诉求对消费者产品态度影响更为积极;在亏损框架下则相反。
The deterioration of the environment has led to a rapid increase in people's awareness of green consumption.Under the pressure of national green consumption,"green"has become synonymous with all walks of life.A few days ago,consumers responded to the traditional communication methods mediocrely,with strong awareness of green consumption and few actions.It is particularly important for enterprises to choose which way of advertising to maintain effective communication with consumers,thereby promoting consumers'desire to buy.Therefore,this article explores the impact of altruistic and egoism demands on consumers’green purchase intentions using experimental methods.Analysis using data analysis software such as SPSS23.0 revealed that consumers'product attitudes and green purchase intentions are more positive under egoism advertising;product attitudes play an intermediary role between advertising requirements and consumers'green purchase intentions;the information message framing is green.There is a moderating effect between advertising appeals and product attitudes.That is,under the positive message framing,altruistic advertising tells consumers to have a more positive impact on consumer product attitudes;under the negative message framing,the opposite is true.
作者
邵继红
王霞
SHAO Jihong;WANG Xia(School of Economics and Management,Hubei Univ.of Tech.,Wuhan 430068,China)
出处
《湖北工业大学学报》
2020年第3期34-38,共5页
Journal of Hubei University of Technology
关键词
广告诉求
产品态度
购买意愿
信息框架
advertising appeal
product attitude
purchase intention
framing effect
