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Using Homeowners’ Association Membership to Define Audience Segments for Targeted Local Social Marketing Interventions: Implications From a Statewide Study
Social Marketing Quarterly Pub Date : 2019-10-28 , DOI: 10.1177/1524500419882978
Laura A. Warner 1
Affiliation  

People working on water issues in the state of Florida, USA, recognize outdoor water conservation as an important area of focus. Social marketing has become increasingly accepted as a behavior change approach in Florida, but often the individuals who wish to use social marketing do not have access to the formative audience research needed. In addition to a lack of formative audience research, the prevalence of homeowners’ associations (HOAs) across the state further complicates outdoor water conservation initiatives. This study’s purpose was to evaluate how those who live in HOAs might be considered distinct segments for residential outdoor water conservation interventions. An electronic survey instrument was used to collect data to examine the relationship between theory of planned behavior variables and landscape water conservation behavioral intent in HOA and non-HOA segments. The model fits the two segments similarly. Then, descriptive norms drawn from four distinct referent groups (close-peer, neighborhood, state, and national) were introduced to the theory of planned behavior variables. None of the descriptive norms were significant in the non-HOA model, and close-peer, state, and national norms were significant in the HOA model. State norms had a negative relationship with behavioral intent. Findings revealed clear distinctions in factors relating to behavioral intent between the two segments. Social marketing efforts should treat non-HOA and HOA members as distinct segments and incorporate the normative beliefs that relate to intent among HOA dwellers.

中文翻译:

使用房主协会会员资格来针对目标本地社会营销干预定义受众群体:一项全州研究的启示

在美国佛罗里达州从事水务工作的人们认识到户外节水是重点关注的领域。社交营销已被佛罗里达州视为一种改变行为的方法,但人们通常希望使用社交营销无法获得所需的形成性受众研究。除了缺乏形成性的受众研究之外,全州房主协会(HOA)的普及还使户外节水举措更加复杂。这项研究的目的是评估居住在HOA中的人如何被视为住宅户外节水干预措施的不同部分。使用电子调查仪器收集数据,以检查计划行为变量理论与HOA和非HOA段中景观水养护行为意图之间的关系。该模型以相似的方式拟合两个部分。然后,从计划的行为变量理论中引入了来自四个不同的参照组(近距离,邻里,州和国家)的描述性规范。在非HOA模型中,没有任何描述性规范是重要的,在HOA模型中,近端,州和国家规范也很重要。国家规范与行为意图具有消极关系。调查结果表明,在这两个部分之间,与行为意图有关的因素存在明显区别。
更新日期:2019-10-28
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