摘 要
本研究根據方法目的鏈的觀點，結合廣告訴求，發展出一套綠色廣告效果評估架構，以作為企業執行綠色食品廣告之參考。其中廣告訴求方式分為利已及利他，方法目的鏈分為產品屬性、消費結果與食用價值，以2Í3的實驗設計操弄，綠色廣告效果則以廣告態度及購買意願衡量之。在統計上使用雙因子變異數分析來驗證假設。在直接效果方面，本研究結論為，方法目的鏈與廣告訴求方式對綠色廣告效果無直接正向的影響。在交互作用方面，本研究結論為，方法目的鏈與廣告訴求方式有顯著的交互作用，當廣告呈現利他訴求搭配購買結果時的綠色廣告態度及綠色購買意圖最高;當廣告呈現利己訴求搭配產品屬性時的綠色廣告態度最高。
關鍵詞：綠色廣告，方法目的鏈，利已訴求，利他訴求
Abstract
The study aimed to develop a framework for assessing green advertising performance that can serve as a reference tool for enterprises to evaluate and monitor the performance of green advertising conducted. Means-End Chains (attributes/consequences/goals) and advertising appeals (altruistic appeals/egoistic appeals) were manipulated in a 2x3 factorial experiment. This study employed two-way ANOVA in statistical methods to test the hypotheses. Regarding direct effects, the results of this study indicated that Means-End Chains and message appeals had no positive effects on advertising performance. However, this study found that green advertising performance had more favorable effects when advertising appeals with egoism presented consequences and advertising appeals had altruistic attributes.
Keywords: Green Advertising, Means-End Chains, Altruistic Appeal, Egoistic Appeal