Department of Digital Media Arts, Zhejiang University of Technology, Hangzhou, China.
Faculty of Business and Management, Beijing Normal University-Hong Kong Baptist University United International College (UIC), Zhuhai, China.
BMC Psychol. 2023 Jan 25;11(1):22. doi: 10.1186/s40359-023-01050-4.
This study applied the theory of stimulus-organism-response to test the role of green animation advertising influencing green brand love and green customer citizenship behavior. We used questionnaire survey and the target are those who having the experience of seeing the Apple's animation advertisement "Earth Day" in China. Finally there were 516 effective samples gathered for analysis. The result indicated that reliability, attractiveness and informativity are the antecedents of green brand love. Green brand love is positively related to green customer citizenship behavior. In addition, the result confirmed the significant mediating effect of green brand love between reliability, attractiveness, informativity and green customer citizenship behavior. This research was conducted only in Apple's animation case. Hence, the results may not be generalizable to other contexts. Future research can apply the experimental methods and manipulate different forms of green advertising animation to generalize the findings in this area.
本研究应用刺激-有机体-反应理论来检验绿色动画广告对绿色品牌喜爱和绿色顾客公民行为的影响作用。我们采用问卷调查法，以在中国看过苹果公司动画广告“地球日”的人为调查对象。最终共收集到 516 个有效样本进行分析。结果表明，可靠性、吸引力和信息量是绿色品牌喜爱的前因。绿色品牌喜爱与绿色顾客公民行为呈正相关。此外，研究结果证实了绿色品牌喜爱在可靠性、吸引力、信息量与绿色顾客公民行为之间具有显著的中介作用。本研究仅针对苹果公司的动画案例进行，因此结果可能不适用于其他情境。未来的研究可以采用实验方法并操控不同形式的绿色广告动画，以推广该领域的研究成果。
