| Summary: | 碩士 === 國立交通大學 === 運輸與物流管理學系 === 102 === Higgins proposed the Regulatory Focus theory, which distinguishes two ways of how people orient themselves to achieving a goal (i.e.: prevention focus and promotion focus). In green consumption, some moderating variables to message-framing of Regulatory Focus were examined. However, they were too individual specific and lack of efficacy of practical implementation. A new moderator, Brand Personality (sincerity and excitement), is therefore proposed. We think that the effectiveness of advertising message depends on its embedded Brand Personality. In this research, a total of 60 participants were asked to help us develop our research stimuli. Afterwards, 133 formal questionnaires were randomly distributed in downtown Hsin-Chu and at the commencement of National Chiao-Tung University. Results showed that all stimuli were fairly well manipulated, suggesting that they have good reliability and validity. Furthermore, an interaction effect of Brand Personality and Regulatory Focus is significant with respect to Willingness-to-Pay (WTP). However, the WTP is only significantly lower in the excitement × prevention-focused message condition than other conditions. In addition, promotion-focused message is more effective in terms of buying intention. This thesis provides some practical guidelines for marketers when trying to effectively promote a green car. Also, we enrich the literature of Regulatory Focus by taking Brand Personality into account, and extend the influence factors of Brand Personality to the dimension of persuasiveness. Limitation and future direction of research were also discussed
at the end of this thesis.
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