| Summary: | 碩士 === 中原大學 === 國際經營與貿易研究所 === 106 === This study will explore the positive and negative impacts of message framing on consumers'' willingness to buy green products from online stores, adding corporate concept, regulatory focus and product type as moderation variables. We use 2 (message framing: positive / negative) × 2 (corporate concept: green / non-green) ×2 (regulatory focus: promotion / prevention) × 2 (product type: utilitarian / hedonistic). There are 12 experimental groups in all, and 560 valid samples are retrieved. Using ANOVA, statistical analysis is conducted in order to validate the hypotheses of this study. The results show that the positive message framing enhances consumers'' willingness to buy more than the negative message framing does. In addition, corporate concept, regulatory focus, and product type will also interfere with the message framing, in making an impact on the purchase intention. First, the results show that the message framing effect cannot be eliminated when the company does not have a green concept, but it is eliminated when the company does have a green concept. Second, the message framing effect cannot be eliminated when the promotion focus message is displayed in the online shop, but the effect is eliminated when the focus prevention message is displayed. Finally, when the green product is a utilitarian product, the message framing effect cannot be eliminated, but when the green product is a hedonic product, the effect is eliminated. The conclusions of this study will serve as a reference for management of green product manufacturers, and help them develop marketing strategies for online sales.
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