| Summary: | 碩士 === 東吳大學 === 國際經營與貿易學系 === 99 === In this era, there are all kinds of information surrounding us. For Corporations, it will always be an important issue to incorporate green elements into corporation supply chain and to choose what kind of messages they should deliver to enhance the communications with their customers. This has always been an important factor when corporations manage their marketing strategy with benefit of their customers in mind. The goal is to increase the sales amount, to improve the corporation’s overall imagine, and to develop the high efficiency and enhance benefit marketing with green factor.
Suitable or unsuitable will greatly affect customer’s purchasing willingness, therefore, we should target different customers with different kind of advertisement. Since promotion-oriented individuals are more attracted to gains, the emotional appeal, one-sided appeal, and positively comparative ads, it should lead to higher evaluations of customer attitude. In contrast, because prevention-oriented individuals are more persuaded by benefits to be lost, the rational appeal, two-sided appeal, and negatively comparative ad should induce more favorable evaluations of customer purchase intention.
The present theory separates the self-discrepancy distinguishes individuals into two types. Regulatory focus theory (Higgins 1997) points two motivational orientations: a promotion focus and a prevention focus. In our research, we are trying to investigate that whether suitable or unsuitable will affect customer’s purchase intention.
Since the recent research on regulatory focus theory suggests that consumers’ purchase intention was influenced by their regulatory goal. As a result, corporations who are concerned with the positioning of their marketing communications, our results indicate that they should target different customers to influence their purchase intention with different kinds of advertisement.
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