訊息訴求對社群媒體行銷效果之研究：以因果信仰、 從眾行為作為調節變項=The Impact of Message Appeals on Social Media Marketing Effectiveness The Moderatoring Roles of Karma Beliefs and Conformity
The popularity of electronic communication hardware makes the social platform become a part of life of many people. In the marketing channel, the social platform has played an important role, so how should marketers use the online community platform to attract consumers is a challenge. This study explored the impacts of different advertising message appeals that related to environmental protection (that is "green message appeal") on "sharing" behavior and "brand attitude" under the influence of “karma beliefs” (study 1) and “conformity” (study 2). And then affected "purchase intention.” A total of 184 valid questionnaires were distributed in Study 1, and 143 valid questionnaires were distributed in Study 2. The results of "Study 1" proved that the karma beliefs had a moderating effect. After watching the different green message appeals, consumers with high degree of karma beliefs had a positive impact on “liking” (“mixed” or “emotional” vs. “information”) or “sharing” (“information" or "mixed" vs. "emotional") behaviors and “brand attitude.” Also, “sharing” willingness and “brand attitude” positively affected "purchase intention." The study 2 excluded the “emotional” message appeals based on the results of "study 1." The results of "study 2" proved that conformity had a moderating effect. After watching the different “green message appeals,” consumers who had a high influence on conformity had a positive impact on “liking” or “sharing” behaviors and “brand attitude.”
