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研究生:姜威廷
研究生(外文):Jiang, Wei-Ting
論文名稱:有機食品綠色知覺價值、知覺風險及 綠色信任與購買意圖之關聯性探究-計畫行為理論之延伸
論文名稱(外文):The Relationships among Green Perceived Value, Perceived Risk, Green Trust, and Purchase Intention: An Extended Research Framework of the Theory of Planned Behavior
指導教授:張琦雅張琦雅引用關係
指導教授(外文):Chang, Chi-Ya
口試委員:林彩梅
口試委員(外文):Lin, Tsai-Mei
口試日期:2017-06-27
學位類別:碩士
校院名稱:中國文化大學
系所名稱:國際企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:100
中文關鍵詞:計畫行為理論綠色知覺價值知覺風險綠色信任購買意圖
外文關鍵詞:theory of planned behaviorgreen perceived valueperceived riskgreen trustpurchase intention
相關次數:
  • 被引用被引用:9
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  • 下載下載:162
  • 收藏至我的研究室書目清單書目收藏:4
論文提要內容:
本研究欲探討在消費者朝向綠色消費的趨勢下,廠商秉持永續經
營的前提下,計畫行為理論是否能加以擴增,成為一個符合永續
消費趨勢下的整合模型。本研究以Y 世代族群為研究對象,目的
即是驗證Y 世代對於廠商所提供之有機食品的健康、安全、環保
訴求之態度、消費者感受到的主觀規範,以及知覺行為控制,與
有機食品購買意圖之間的關聯性。其次,瞭解消費者對綠色知覺
價值、知覺風險及綠色信任與消費者購買意圖的關聯性。
研究結果顯示,Y 世代族群對有機食品之健康、環境、安全訴求
、綠色知覺價值、綠色信任、對有機食品本身的態度、主觀規範
、知覺行為控制,以及購買意圖之間,均呈正向關係;而知覺風
險與綠色信任則呈負向關係。其次,主觀規範可正向影響消費者
對有機食品的態度,繼而影響購買意圖;綠色知覺價值可透過綠
色信任,正向影響購買意圖。再者,消費者的綠色知覺價值,可
透過消費者對有機食品之正向態度,進而提升購買意圖。整體而
言,本研究所建立的假說,全數獲得支持。
This study aims to explore whether the TPB can be expanded and become an
integrated research model that is consisted with the trend of green consumption. Taking
Y-generation as the target research group, this research investigates the relationships
among health concern, food safety, and environmental protection concern towards
purchasing organic food, attitude towards organic food, subjective norms, and perceived
behavioral control, and purchase intention towards organic food. Second, try to
understand the relationships among perceived value, perceived risk, green trust, and
purchase intention towards organic food.
The results show that there are positive relationships among health concern,
food safety, and environmental protection concern towards purchase intention of
organic food. And the relationships between attitude, subjective norms, and perceived
behavioral control, and purchase intention towards organic food are also positive.
Moreover, the relationships among perceived value, green trust, and purchase intention
are also positive and green trust plays as a partial mediator. On the contrary, perceived
risk is negatively correlated with green trust. Second, subjective norms can positively
affect the attitude towards organic food, and then has a partial impact on purchase
intention. Finally, the consumers’ green perceived value may influence attitude towards organic food positively and enhance purchase intention of organic food. On the whole,
the hypotheses developed in this study are fully supported
中文摘要 ...................... iii
英文摘要 ...................... iv
誌謝辭 ....................... vi
內容目錄 ...................... vii
表目錄 ....................... ix
圖目錄 ....................... xi
第一章 緒論..................... 1
第一節 研究背景與動機................ 1
第二節 研究問題與目的................ 2
第三節 研究架構................... 3
第二章 文獻探討................... 5
第一節 計畫行為理論之簡介.............. 5
第二節 計畫行為理論各變數定義分析.......... 7
第三節 有機農業、綠色消費、永續消費趨勢分析..... 9
第四節 綠色知覺價值、知覺風險、綠色信任關聯
性分析........................ 14
第五節 研究假說.................... 17
第三章 研究方法.................... 23
第一節 研究樣本與資料蒐集方法............. 23
第二節 變數操作性定義與問卷設計............ 24
第三節 資料分析方法.................. 32
第四章 資料分析.................... 36
第一節 樣本資料與敘述性統計分析............ 36
第二節 信度分析.................... 45
第三節 效度分析.................... 46
第四節 結構方程模式分析................ 51
第五節 人口統計變項變異數分析............. 63
第五章 結果與建議................... 75
第一節 研究結論.................... 75
第二節 理論意涵.................... 78
第三節 管理意涵.................... 79
第四節 研究限制.................... 80
第五節 未來建議.................... 81
參考文獻 ....................... 82
附錄 研究問卷..................... 94

表目錄
表 3- 1 綠色知覺價值之量表.............. 25
表 3- 2 知覺風險之量表................ 26
表 3- 3 綠色信任之量表................ 26
表 3- 4 態度之量表.................. 27
表 3- 5 主觀規範之量表................ 29
表 3- 6 知覺行為控制之量表.............. 30
表 3- 7 購買意圖之量表................ 31
表 3- 8 人口統計變數................. 31
表 4- 1 有效問卷回收率................ 36
表 4- 2 整體樣本人口統計變數之敘述性統計分析..... 37
表 4- 3 綠色知覺價值之敘述性統計........... 40
表 4- 4 知覺風險之敘述性統計............. 41
表 4- 5 綠色信任之敘述性統計............. 41
表 4- 6 態度之敘述性統計............... 42
表 4- 7 主觀規範之敘述性統計............. 43
表 4- 8 知覺行為控制之敘述性統計........... 43
表 4- 9 購買意圖之敘述性統計............. 44
表 4-10 各衡量變數之皮爾森相關分析.......... 45
表 4-11 信度分析................... 46
表 4-12 量表之驗證性因素分析............. 47
表 4-13 區別效度................... 51
表 4-14 整體之驗證性因素分析............. 52
表 4-15 整體模式配適度................ 56
表 4-16 整體模式假說驗證結果............. 59
表 4-17 直接、間接效果與總效果彙整表......... 60
表 4-18 自變項→依變項................ 61
表 4-19 自變項→中介變項............... 62
表 4-20 中介變項→依變項............... 62
表 4-21 自變項和中介變項→依變項........... 63
表 4-22 不同年齡的消費者對綠色知覺價值之變異數分析
表.....................65
表 4-23 不同年齡的消費者對綠色知覺價值之Scheffé 事後
檢定表...................65
表 4-24 不同年齡的消費者對知覺風險之變異數分析表... 67
表 4-25 不同年齡的消費者對知覺風險之Scheffé 事後檢定
表.....................67
表 4-26 不同年齡的消費者對知覺行為控制之變異數分析
表.....................68
表 4-27 不同年齡的消費者對知覺行為控制之Scheffé 事後檢
定表....................69
表 4-28 不同婚姻狀況的消費者對態度之變異數分析表... 71
表 4-29 不同婚姻狀況的消費者對態度之Scheffé 事後檢定
表.....................71
表 4-30 一個月可支配所得不同的消費者對知覺行為控制
之變異數分析表...............72
表 4-31 一個月可支配所得不同的消費者對知覺行為控制
Scheffé 事後檢定表..............73
圖目錄
圖 1-1 研究架構圖................. 4
圖 2-1 理性行為理論之架構............. 5
圖 2-2 計畫行為理論之架構............. 6
圖 4-1 驗證性因素分析............... 50
圖 4-2 整體結構模式................ 58
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