The Influence of Message Framing, Product Type, and Self-Accountability on Fair Trade Purchase Intention

• Main Authors: LEE, WAN-YING, 李婉瑩
• Other Authors: CHIANG, YI-FANG
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/s77u8x

碩士 === 逢甲大學 === 合作經濟暨社會事業經營學系 === 106 === This study aims to examine the influence of message framing, product type, and self-accountability on consumers’ purchase intention of fair trade products. To this end, a 2 x2 x2 between subject quasi-experimental design was developed. There are four scenarios designed based on the positive/negative message framing and the hedonic/utilitarian product type. Self-accountability was measured and subsequently categorized into high and low group. A total of 331 valid samples were collected via online as well as offline questionnaire survey. Afterwards, this study conducted Analysis of variance (ANOVA) to analyze the data and verify the inferred hypotheses. The results show no evidence of the three-way interaction among message framing, product type, and self-accountability, neither does this study find evidence of the two-way interaction between message framing and product type as previous studies suggested. Nevertheless, this study finds that for consumers with lower extent of self-accountability, the use of positive or negative messages in advertisements show no significant influence on the purchase intention. On the contrary, for consumers with higher extent of self-accountability, the use of negative message framing will yield higher purchase intention than the use of positive message framing. General discussion and marketing implications were thereupon developed according to the research findings. This study suggests that marketers should put emphasis on the triggering of consumers’ sense of morality or self-accountability in fair trade advertisement copy design and communication strategies.