ABSTRACT

This research investigates the effects of different green (environmental) message types on hotel customers’ green brand image perceptions and behavioral intentions. A 2 (green message abstractness: abstract vs. concrete) x 2 (green message framing: gain vs. loss) between-subject factorial experimental design was utilized for testing the main and interaction effects of message types on green brand image. A two–way analysis of variance (ANOVA) was performed to test whether brand image perceptions differed across the levels of green message abstractness and green message framing. PROCESS Model was employed to test the mediating effects of messages on behavioral intentions through green brand image. The findings demonstrated that green message abstractness had a significant main effect on green brand image. Abstract green message led to a stronger effect on green brand image than the concrete one. Furthermore, green message abstractness influenced behavior intention indirectly through green brand image. However, green message framing did not yield any significant results for the direct and indirect effects.

摘要

本研究调查了不同绿色（环境）信息类型对酒店顾客绿色品牌形象认知和行为意图的影响。2（绿色信息抽象性：抽象与具体）x 2（绿色信息框架：增益与损失）主体间因子实验设计用于测试信息类型对绿色品牌形象的主要影响和交互影响。进行了双向方差分析 (ANOVA) 以测试品牌形象感知是否在绿色信息抽象度和绿色信息框架级别上存在差异。采用PROCESS模型通过绿色品牌形象检验信息对行为意向的中介作用。研究结果表明，绿色信息抽象性对绿色品牌形象有显着的主效应。抽象的绿色信息比具体的绿色信息对绿色品牌形象的影响更大。此外，绿色信息抽象性通过绿色品牌形象间接影响行为意向。然而，绿色信息框架并没有产生任何直接和间接影响的显着结果。