近年來全球暖化問題嚴重，使得各國政府大力推動節能減碳運動，隨著這樣的綠色意識來臨，消費者逐漸重視產品的綠色特性，與平日對環保的付出，就廠商而言，發展具有環保功能的產品，區隔出目標顧客群，並使用有效行銷溝通方式，會是未來在綠色市場的勝出關鍵。因此，本研究將針對環保產品─綠色筆電，區隔變數─綠色生活型態，行銷溝通方式─綠色廣告，來探討綠色筆電使用理性與感性綠色廣告訴求之廣告效果，並以綠色生活型態做為干擾變數。

本研究採用多變量分析(MANOVA)，自變數為理性與感性綠色廣告訴求和綠色生活型態，應變數為廣告效果，干擾變數為綠色生活型態，來進行實證分析。

研究結論：
一、理性與感性綠色廣告訴求之廣告效果有差異，其中感性綠色廣告
    訴求在廣告效果的表現上較佳。
二、不同綠色生活型態族群之廣告效果反應有差異，其中綠色購買倡
    導群在廣告效果的反應上較佳。
三、不同綠色生活型態族群對於理性與感性綠色廣告訴求之廣告效
    果，不具有干擾效果。

Recently, the problem of global warming is more serious. Many governments lead the green movement–conserve energy and reduce carbon emission. Followed by this sense of green has come. The consumers had gradual concerned about green attitude of product and contributed to environmental protection. For firm, developing environmental friendly products, finding out target customers, and using effective marketing communicating tools are the key to win in green market. Therefore, this study aimed at environmental friendly product–green laptop, targeting variable–green lifestyle, marketing communicating tool–green ad, and discussed the effectiveness of rational/emotional green ad appeal, then used green lifestyle as moderating variable. 

This study applied MANOVA to analyze the response data. Independent variables are rational/emotional ad appeals and green lifestyle. Dependent variable is ad effectiveness. Moderating variable is green lifestyle.

The results of this study were as follow:

1.There is different between the effectiveness of  
  rational/emotional ad appeals. Besides, the effectiveness 
  of emotional ad appeal is better.
2.There is different among the ad effectiveness of green 
  lifestyle groups. Besides, the ad effectiveness of green 
  purchasing and promoting group is better.
3.Green lifestyle is not moderating the effectiveness of 
  rational/emotional ad appeals.

目錄

目錄Ⅰ
表目錄Ⅲ
圖目錄Ⅵ

第一章 緒論1
第一節 研究背景1
第二節 研究動機4
第三節 研究目的6
第四節 研究範圍與對象7
第五節 研究流程8

第二章 文獻探討9
第一節 綠色行銷意涵9
第二節 綠色廣告訴求16
第三節 廣告效果26
第四節 綠色生活型態36

第三章 研究方法45
第一節 觀念架構45
第二節 研究假說46
第三節 研究變數之操作性定義與衡量49
第四節 前測分析56
第五節 研究方法與抽樣設計58
第六節 資料分析方法63

第四章 資料分析與結果65
第一節 樣本資料之敘述性統計分析65
第二節 樣本資料之信度分析68
第三節 綠色生活型態構面之萃取與命名69
第四節 綠色生活型態族群之特徵描述78
第五節 研究假說之驗證與結果85

第五章 研究結論與發現92
第一節 研究結論92
第二節 研究發現94
第三節 研究限制與未來建議95

參考文獻96

附錄一111
附錄二116
附錄三117

表目錄
表2-1  綠色行銷定義12
表2-1  綠色行銷定義(續)13
表2-2  永續行銷相關概念14
表2-2  永續行銷相關概念(續)15
表2-3  廣告定義16
表2-3  廣告定義(續)17
表2-4  MECCAS綠色廣告元素19
表2-5  廣告綠色程度分類20
表2-6  綠色廣告訴求(1)21
表2-7  綠色廣告訴求(2)22
表2-8  綠色廣告訴求(3)22
表2-9  綠色廣告訴求(4)23
表2-10 整合性溝通效果模式29
表2-11 態度定義30
表2-11 態度定義(續)31
表2-12 生活型態相關定義37
表2-1  AIO變數之定義38
表2-14 生活型態之構面38
表2-15 一般與特定生活型態定義39
表2-16 綠色消費者型態(1)40
表2-17 綠色消費者型態(2)41
表2-18 綠色消費者型態(3)42
表2-19 綠色消費者型態(4)43
表2-20 綠色消費者型態(5)44
表3-1  理性綠色訴求之操作性定義與操作方式49
表3-2  感性綠色訴求之操作性定義與操作方式50
表3-3  廣告態度之操作性定義與衡量問項51
表3-4  品牌態度之操作性定義與衡量問項52
表3-5  購買意圖之操作性定義與衡量問項53
表3-6  綠色生活型態之操作性定義與衡量問項54
表3-6  綠色生活型態之操作性定義與衡量問項(續)55
表3-7  廣告代表性訴求56
表3-8  廣告代表性訴求分類(1)57
表3-9  廣告代表性訴求分類(2)57
表3-10 分層所需樣本數61
表3-11 問卷發放與回收情況61
表3-12 有效樣本適合度檢定62
表3-1  Cronbach's Alpha信度係數63
表4-1  受測者之人口統計基本資料66
表4-2  受測者購買筆電資訊來源之基本資料67
表4-3  廣告效果信度係數68
表4-4  綠色生活型態因素分析之KMO與巴氏球形檢定70
表4-5  綠色生活型態共同因素解釋累積變異量分析表70
表4-5  綠色生活型態共同因素解釋累積變異量分析表(續)71
表4-6  綠色生活型態因素一之命名72
表4-7  綠色生活型態因素二之命名72
表4-8  綠色生活型態因素三之命名73
表4-9  綠色生活型態因素四之命名73
表4-10 綠色生活型態群數凝聚過程74
表4-1  K-Mean分群法之ANOVA摘要表74
表4-1  K-Mean分法群之ANOVA摘要表(續)75
表4-12 綠色生活型態Wilks' Lambda值76
表4-13 綠色生活型態區別效果-集群分類2群76
表4-14 綠色生活型態區別效果-集群分類3群77
表4-15 綠色生活型態集群之命名77
表4-16 綠色生活型態族群與性別之交差表78
表4-17 綠色生活型態族群與性別之卡方檢定表78
表4-18 綠色生活型態族群與婚姻之交差表79
表4-19 綠色生活型態族群與婚姻之卡方檢定表79
表4-20 綠色生活型態族群與年齡之交差表80
表4-21 綠色生活型態族群與年齡之卡方檢定表80
表4-22 綠色生活型態族群與職業之交差表81
表4-23 綠色生活型態族群與職業之卡方檢定表81
表4-24 綠色生活型態族群與居住地之交差表82
表4-25 綠色生活型態族群與居住地之卡方檢定表82
表4-26 綠色生活型態族群與月均所得之交差表.83
表4-27 綠色生活型態族群與月均所得之卡方檢定表83
表4-28 綠色生活型態族群與購買筆電資訊來源之交差表84
表4-29 因素效應判斷顯著之檢定方法85
表4-30 綠色廣告訴求之多變量檢定86
表4-31 廣告訴求之受試者間效應項的檢定86
表4-32 理性與感性綠色廣告訴求之廣告效果平均數87
表4-33 理性與感性綠色廣告訴求之廣告效果平均數差異87
表4-34 不同綠色生活型態族群之多變量檢定88
表4-35 不同綠色生活型態族群之受試者間效應項的檢定88
表4-36 不同綠色生活型態族群之廣告效果反應平均數89
表4-37 不同綠色生活型態族群之廣告效果反應平均數差異89
表4-38 兩者交互作用之多變量檢定90
表4-39 兩者交互作用之受試者間效應項的檢定90
表4-40 假說驗證結果91

圖目錄
圖1-1  研究流程圖8
圖2-1  溝通說服理論27
圖2-2  階層式模型28
圖2-3  整合性溝通效果模式29
圖2-4  Fishbein多屬性態度模型33
圖2-5  消費者購買決策過程35
圖2-6  Howard(1994)消費決策過程36
圖2-7  兩構面模型42
圖3-1  本研究之觀念性架構圖45
圖4-1  典型判別函數–各組散佈圖76

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