環保影片體驗行銷對綠色產品購買意圖之影響──態度之中介角色

The Impact of Experiential Marketing through Eco-friendly Video on Purchase Intention for Green Products: The Mediating Role of Attitudes

各式社群媒體隨新世代Web 2.0而大量出現，串流平台的網路影片快速流通，成為當今重要的行銷推廣管道；因此，大眾觀看影片後的體驗與行為影響，遂成為行銷與設計策略的重要參考依據。近年隨著全球極端氣候與環境問題的嚴重性不斷浮現，人類意識到過度使用自然資源與破壞生態環境之結果，環保永續已成為全球共識，生態保護及可持續發展議題的關注不斷提升，各國積極推動產業環境改善及污染防治，同時致力於綠色產品設計技術的發展與應用，以實現永續經營的目標。本研究整合體驗行銷觀點與S-O-R模式，探討受訪者透過社群媒體YouTube觀看環保影片之體驗刺激如何透過環保態度與綠色產品態度，影響其環保行為和綠色產品之購買意圖；並使用AMOS 20軟體，以結構方程模式來驗證理論模式。本研究共獲得466份有效樣本進行SEM分析，實證結果發現，觀看環保影片分別對環保態度與綠色產品態度產生正向影響，環保態度正向影響環保行為，綠色產品態度正向影響購買意圖，環保態度與綠色產品態度具有中介角色。最後，根據研究發現提出管理意涵與建議，做為環保影片設計規劃與綠色行銷決策的參考。

Social media and videos on streaming platforms have been an important marketing and promotion channel. Therefore, the experience and behavioral impact of watching a video become an important reference for marketing and design strategies. Recently, humans have become aware of the consequences of over-exploitation and ecological destruction. Sustainable environment has been a global consensus and focus issue, so have the green products. This study combines the perspective of experiential marketing with the S-O-R model to explore how individuals’experience of watching environmental videos on YouTube affects their environmental attitudes, green product attitudes, environmental behaviors and willingness to purchase green products. Utilizing the AMOS 20 software and employing a structural equation model to test the theoretical framework, the study collected 466 valid samples for empirical analysis. The empirical results indicate that watching environmental videos has a positive impact on both pro-environmental attitudes and green product attitudes. Pro-environmental attitudes positively influence environmental behaviors, and green product attitudes positively influence the intention to purchase green products. Pro-environmental attitudes and green product attitudes play the mediating roles. Finally, based on the research results, the key points of reference for environmental video design planning and green marketing decision-making are proposed.