臺灣博碩士論文加值系統

本研究以消費者購買綠色3C產品為主題，探討消費者的綠色消費認知是否影響其購買行為。主要架構採用科技接受模式(Technology Acceptance Model，TAM)，藉由TAM理論的發展程序，加入環保意識、角色認同、產品認知建構影響其態度以及綠色消費行為意願的因果模式。透過問卷調查蒐集資料，以臺灣地區曾購買過3C產品之消費者為對象，使用SPSS 12、Lisrel 8.8、SmartPLS 2.0統計套裝軟體系統，分別對資料進行分析與處理，驗證與檢核所建構的概念架構及研究假說。
研究結果發現，消費者對自身的環保意識及角色認同與對綠色3C產品的產品認知、認知有用性及認知易用性會正向影響消費者購買綠色3C產品的態度，而消費者的環保意識除了會影響消費者購買綠色3C產品的態度外，也與認知有用性及認知易用性共同影響消費者對綠色3C產品的購買意願；最後，消費者購買綠色3C產品的態度亦會正向影響消費者對於綠色3C產品的購買意願。而在檢驗出上述結果後，本研究遂針對影響消費者購買意願之因素提供參考建議希望能做為研究依據，協助擬定發展綠色消費的策略，使企業在經營綠色行銷方面獲得更好的成效。

The green awareness of consumers affects their buying behavior will be chosen as the primary issue to be addressed while the consumers buying green 3C products. The main framework was based on the Technology Acceptance Model (TAM); by TAM theory development process, the study added environmental protection awareness, role identity and the causal model between how the product perception construct would affect their attitude and the will of the green consumer behavior. The study collected information of consumers in Taiwan who bought 3C products before through a questionnaire ,and verified the constructed framework of concept and research hypotheses by using SPSS 12, Lisrel 8.8, SmartPLS 2.0 statistical suite software systems to process and analyze information collected respectively.
The study found that consumers' environmental awareness, role identity, green 3C products awareness, perceived usefulness and perceived ease-of-use will positively influence consumers’ attitudes to buying green 3C products; while consumer awareness of environmental protection affects the attitude of consumers to buy green 3C products, it also influences consumers’ willingness to buy green 3C products ,along with ease of use and perceived usefulness; consumers’ attitude towards buying green 3C products will positively influences consumers ’willingness to buy green 3C products. After inspection of the above results, the study have provided references and recommendations on the factors that affect consumer purchase intentions, hoping to be a research basis to assist in developing strategies for green consumption, so that the enterprises will be able to receive more good results in the business of green marketing.

謝誌 i
摘要 ii
Abstract iii
目次 iv
圖次 vi
表次 vii
第一章 緒論 1
1.1. 研究背景與動機 1
1.2. 研究目的 2
1.3. 研究流程 3
1.4. 研究範圍 4
1.5. 研究限制 4
1.6. 名詞解釋 5
第二章 文獻探討 7
2.1. 綠色消費 7
2.1.1. 綠色產品 9
2.1.2. 綠色3C產品 10
2.2. 科技接受模式 11
2.2.1. 理性行為模式 11
2.2.2. 計畫行為模式 12
2.2.3. 科技接受模式 13
2.3. 消費者因素 15
2.3.1. 環保意識 15
2.3.2. 角色認同 16
2.3.3. 產品認知 17
第三章 研究方法 19
3.1. 研究架構 19
3.2. 研究假說 20
3.3. 變數的操作型定義與衡量 20
3.3.1. 環保意識操作型定義 21
3.3.2. 角色認同操作型定義 21
3.3.3. 產品認知操作型定義 22
3.3.4. 科技接受模式操作型定義 22
3.3.5. 購買綠色3C產品的態度操作型定義 23
3.3.6. 綠色3C產品的購買意願操作型定義 24
3.4. 研究設計與研究工具 24
3.4.1. 研究設計 24
3.4.2. 研究工具 24
第四章 資料分析 26
4.1. 敘述統計分析 26
4.1.1. 樣本基本資料分析 26
4.1.2. 各問項的平均數、標準差與變異數 28
4.2. 信度與效度檢定 30
4.2.1. 信度 30
4.2.2. 效度 30
4.2.3. 驗證性因素分析 33
4.3. 結構方程式模型分析 36
4.3.1. 模式適配度檢定 36
4.3.2. 路徑分析及假說驗證 37
第五章 結論與建議 42
5.1. 研究結論 42
5.1.1. 購買綠色3C產品的態度對綠色3C產品購買意願的影響 42
5.1.2. 認知有用性與認知易用性對購買綠色3C產品的態度和綠色3C產品購買意願的影響 42
5.1.3. 環保意識對購買綠色3C產品的態度和綠色3C產品購買意願的影響 43
5.1.4. 角色認同對購買綠色3C產品的態度和綠色3C產品購買意願的影響 44
5.1.5. 產品認知對購買綠色3C產品的態度和綠色3C產品購買意願的影響 44
5.2. 研究建議 45
5.3. 未來展望 46
5.3.1. 研究變項 46
5.3.2. 樣本代表性 46
5.3.3. 研究議題 46
參考文獻 48
中文部分 48
英文部分 50
附件一 正式問卷 54

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