由於永續發展與維護自然資源的趨勢愈顯重要，手機類產品也愈來愈講求省資源、省能源及少污染的開發策略，各種有別於傳統的綠色手機也陸續推出。然而，這些功能上與其它傳統手機不同，但卻更具有環境保護、低污染、降低人體健康危害優勢的綠色手機，台灣消費者對它的認知與感受為何？倘若手機廠商想銷售綠色手機時又該利用何種廣告策略來攻佔消費市場？若對此一問題答案能有一清晰脈絡，將有助於綠色手機之行銷推廣。
本研究利用聯合分析法中的傳統聯合分析模式、生命週期評估、消費者涉入程度、訊息架構與訊息訴求以設計出不同的環境資訊，由問卷發放的方式來蒐集受訪者對綠色手機評價的影響，經分析後可得到進行銷售時，可依「涉入程度」或「性別」將消費者分群；當分群的依據為「涉入程度」時，高涉入程度消費者宜採用「反面訊息架構」搭配「理性訊息訴求」或「感性訊息訴求」的廣告方式為佳，而低涉入程度消費者則採用「反面訊息架構」搭配「感性訊息訴求」。另外，當分群的依據為「性別」時，男性消費者可採用「反面訊息架構」搭配「感性訊息訴求」的方式，而女性消費者則可採用「反面訊息架構」搭配「理性訊息訴求」以得到將消費者區隔下的最佳結果。

關鍵字：聯合分析法、生命週期評估、涉入程度、訊息架構、訊息訴求。

Due to the trend of sustainable development and preservation of the natural resources is more and more important and the mobile phone products stress more and more to save the resource, energy and develop policy of low pollution too, various kinds of green mobile phones are on market one after another. These are distinct from the traditional ones but have more advantage like environment protection, low pollution and reducing the danger of human body. However, how does the feel of consumers in Taiwan to green mobile phones? What advertisement strategies should be used by green mobile phone manufacturers to capture the consumer market? If there is a clear answer of question above, that should be contributive for popularization and selling of green mobile phone.

This research utilizes the traditional conjoint analysis, life cycle assessment, degree of consumer involvement, Message framing and Message appeals to design different environmental information. Through the questionnaire we collect the influence of evaluation of green mobile phones to interviewers. After the analysis of the outcomes from questionnaires, the consumers could be swarmed off by degree of involvement or sex. While the basis of swarm off is degree of involvement, consumers belonged to high degree of involvement would be better to introduce the advertisement in negative message with relational message appeals or emotional message appeals. In the other hand, if the basis of swarm off is sex, the man would be suited to negative message with emotional message appeals and the woman would be better to negative message with relational message appeals. The combination of above could get the best result based on swarming off consumers.

Key words：Conjoint analysis, Life cycle assessment, degree of involvement, Message framing, Message appeals.

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