Investigating the Impact of Health Attributes Framing and Message Appeal on the Customer'' Buying Behaviors of Calorie Labeling Products

• Main Authors: Chia-Pei Hsiao, 蕭佳佩
• Other Authors: Jih-Hwa Wu
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/47996665282299595395

碩士 === 國立中山大學 === 公共事務管理研究所 === 101 === Becoming increasingly important concept of healthy eating, calorie labeling products has been the key to a healthy diet, city governments to promote calorie labeling products, convenience store''s products are also within the calorie labeling.In order to enhance the willingness of consumers to buy, convenience stores create a healthy advertising and marketing. We intent to explore the effectiveness of health message appeal and attributes framing on the customer'' buying behaviors of calorie labeling products, we add the gender as moderator into the scenario in the experimental design. In order to avoid the interference comes from other external factors, the two factors between-subject design were used, and conducted as 2 (health message appeal: rational and emotional) ×2 (attributes framing: positive and negative) . There are 160 subjects to attend the experiment, include 80 males and 80 females. The results show that, the interaction effect of health message appeal and attributes framing e on the customer'' buying behaviors is not significant. Positive attributes framing produce the better purchase intention. On the other hand, emotional health message appeal also produce the better purchase intention. Regardless of gender, positive attributes framing and emotional health message appeal collocation is the best. From these results, we suggest that marketing strategies can be taken forward positive attributes framing and emotional health message appeal of advertising, it can create the greatest revenue. In other words, we suggest that city governments promote calorie labeling products with negative attributes framing and rational health message appeal collocation.