内疚诉求和议题接近性对绿色广告效果的影响研究

发布时间：2018-09-10 09:53

【摘要】：水土流失、沙尘天气、雾霾天气和温室效应等生态问题愈发严重,环境议题已经被公认为中国当前最受关注的焦点问题之一。随着社会公众环保意识的逐渐增强,绿色营销理念在消费市场上日渐盛行。企业在营销实践中开始运用情绪性诉求的方式推出各种绿色产品,期望通过绿色广告的传播功能,发挥绿色营销对绿色消费的推动作用,进而影响消费者的购买意愿。立足于认知失调理论、说服知识模型和社会影响力理论,本文构建了一个包含内疚诉求、议题接近性和绿色广告效果在内的研究模型。其中,内疚诉求作为自变量,议题接近性同时作为自变量和调节变量,绿色广告效果作为因变量,并运用消费者的购买意愿和对产品的态度衡量因变量。采用2(内疚诉求:不强调内疚诉求和强调内疚诉求)×2(议题接近性:低议题接近性和高议题接近性)的实验设计,本文着重探讨内疚诉求、议题接近性以及内疚诉求和议题接近性的交互作用对绿色广告效果的影响。以320名在校大学生作为研究对象,本文运用情景实验的方法收集数据,基于统计分析软件SPSS18.0,数据处理结果显示:(1)内疚诉求对绿色广告效果不具有显著的主效应,即相对于不强调内疚诉求,强调内疚诉求的绿色广告效果并非更好。(2)议题接近性的高、低对绿色广告效果具有显著的差异化影响,高议题接近性的绿色广告效果明显优于低议题接近性的绿色广告效果。(3)内疚诉求和议题接近性对绿色广告效果具有交互作用:当议题接近性为低时,强调内疚诉求比不强调内疚诉求会有更好的绿色广告效果,此时消费者的购买意愿会随着内疚诉求水平的增加有显著的提升;当议题接近性为高时,不强调内疚诉求比强调内疚诉求会有更好的绿色广告效果,此时消费者的购买意愿会随着内疚诉求水平的增加有显著的下降。最后,根据上述研究结论,本文提出了相应的营销建议:(1)内疚诉求作为一种行之有效的沟通说服方式影响着消费者的产品态度和购买意愿,但营销人员在营销实践中需要合理把握内疚诉求的强度,既要避免过低的内疚诉求水平难以充分激发消费者情感上的共鸣,又要防止过分强调内疚诉求妨碍到消费者对广告讯息的接收。(2)提高绿色广告的可信度,降低对消费者的操控意图,才能增加消费者对广告讯息的理解能力,引导消费者顺应广告中提出的建议并说服他们购买绿色产品。(3)消费者与广告议题在空间距离上的接近性程度,会影响到对绿色广告的评估。因此,营销人员需要选择与消费者所处区域接近、与其切身相关、对消费者影响较大的广告议题,进而增加他们的关注度。(4)寻求内疚诉求强度和议题接近性类型的有效匹配,营销人员需要根据广告议题接近性的高、低情况确定适宜的内疚诉求强度,低议题接近性且强调内疚诉求的绿色广告,以及高议题接近性且不强调内疚诉求的绿色广告,可以发挥更好的绿色广告效果。
[Abstract]:Soil erosion, sand and dust weather, haze weather and greenhouse effect and other ecological problems are becoming more and more serious. Environmental issues have been recognized as one of the most focused issues in China. It is hoped that green marketing can promote green consumption and influence consumers'purchasing intention through the communication function of green advertisement. Based on cognitive dissonance theory, persuading knowledge model and social influence theory, this paper constructs a new model which includes guilt appeal, topic proximity and green. Among them, guilt appeal as an independent variable, topic proximity as an independent variable and moderator variable, green advertising effect as a dependent variable, and the use of consumers'willingness to buy and product attitudes to measure the dependent variable. Question proximity: low topic proximity and high topic proximity) experiment design, this paper focuses on the interaction of guilt appeal, topic proximity, Guilt Appeal and topic proximity on the effect of green advertising. The analysis software SPSS18.0, data processing results show that: (1) Guilt appeal has no significant main effect on the green advertising effect, that is, compared with not emphasizing guilt appeal, the green advertising effect emphasizing Guilt Appeal is not better. (2) The topic proximity is high, the low has a significant difference on the green advertising effect, and the high topic proximity is not better. (3) Guilt appeal and topic proximity have an interactive effect on the green advertising effect: when the topic proximity is low, emphasizing Guilt Appeal will have a better green advertising effect than not emphasizing guilt appeal, at this time consumers'purchase intention will follow the guilt appeal. At the same time, consumers'willingness to buy will decrease significantly with the increase of the level of guilty appeal. Finally, according to the above conclusions, this paper puts forward corresponding marketing suggestions: (1) As an effective way of communication and persuasion, Guilt Appeal affects consumers'product attitude and purchase intention. However, in marketing practice, marketers need to grasp the strength of Guilt Appeal reasonably, not only to avoid the low level of guilt appeal is difficult to fully arouse consumers' emotional resonance, but also to prevent overemphasis on guilt appeal. (2) Improving the credibility of green advertising and reducing the manipulative intentions of consumers can enhance consumers'understanding of advertising messages, guide consumers to comply with the suggestions put forward in advertisements and persuade them to buy green products. (3) The proximity between consumers and advertising issues in space. Therefore, marketers need to choose advertising topics that are closely related to and have a greater impact on consumers, thereby increasing their attention. (4) Seeking an effective match between the intensity of Guilt Appeal and the type of issue proximity, marketers need to base on the advertising topics. High and low proximity to determine the appropriate intensity of guilt appeal, low topic proximity and emphasize the guilt appeal of green advertising, and high topic proximity and do not emphasize the guilt appeal of green advertising, can play a better green advertising effect.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8

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