探讨物联网和绿色广告对消费者行为的影响

Jui-Che Tu, Cheng-Hsueh Yang, Yu-Yin Chen
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引用次数: 0

摘要

随着时间的推移,消费者的环保意识增强了。从物联网的大数据来看,绿色广告确实对消费者的环保意识产生了重大影响。因此,本研究研究了物联网和绿色广告对消费者行为的影响。基于焦点小组访谈进行调查,并使用统计方法对假设进行检验。研究结果表明:1)广告对消费者行为有显著影响;2)无论消费者的年龄、教育程度或平均收入水平如何,消费者都愿意购买传达积极信息的广告产品;3)受教育程度越高的消费者环境观念越好;4)绿色广告对消费者环境观念和行为的影响显著。综上所述,本研究发现绿色广告可以提高消费者的环保意识,消费者的行为可以有效地影响环保的实施。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Exploring the Impact of IoT and Green Advertising on Consumer Behavior
Over time, consumer awareness of environmental protection has grown. From big data in the Internet of things (IoT), green advertisement has indeed made a significant impact on consumers’ awareness of environmental protection. Therefore, this research studied the impact of the IoT and green advertisements on consumers’ behavior. An investigation was conducted based on focus group interviews, and the assumption was tested using statistical methods. The research results were as follows: 1) advertisement has a significant impact on consumer behavior; 2) consumers are willing to purchase advertised products that convey positive messages, regardless of their age, educational level, or average income level; 3) consumers with higher education levels have better environmental concepts; and 4) green advertisement has a significant impact on consumers’ environmental concepts and behaviors. In summary, the study found that green advertisement can improve consumers’ awareness of environmental protection and that consumers’ behavior can effectively influence the implementation of environmental protection.
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