臺灣博碩士論文加值系統

隨著有機風潮的盛行，人們對健康保健的迷戀以及對環境關懷的日益增加。樂活族人口比例的增加，台灣的有機商店也在近幾年如雨後春筍般出現，數量逐漸增加，其中不乏知名的連鎖有機商店，例如：無毒之家、里仁、主婦聯盟等。民眾對於LOHAS議題的關心，消費型態的改變，使得相關產業的發展漸趨蓬勃。
本研究以Ajzen（1985）的計畫行為理論（TPB）來探討消費者對有機商品的態度、周遭親友所給予之壓力，也就是主觀規範及其他非意志可控制的因素（即知覺行為控制），希望能找出影響消費者購買有機商品所考量的因素，而本研究也以Roberts(1996a)建構的生態意識量表作為干擾變數，將消費者分群，希望了解不同的生態意識區隔對於有機商品的購買是否會有所差異。而本研究將採用結構方程模式(Structural Equation Modeling,SEM)來進行分析，而主要的研究發現描述如下：
一、注重有機商品的好感度
本研究發現態度在直接或間接效果上都會對購買意圖產生正向且顯著的影響，表示消費者會因為購買有機商品獲得心靈上的滿足感，或是認為使用有機商品對環境有益而去購買。
二、教育消費者的環保知識
本研究發現對於不曾購買過有機商品的受測者而言，其主要原因是沒有偏好、不了解及沒有需求。由於原因是環環相扣，廠商可以透過廣告或是宣導環保知識，教育消費者使用有機商品對環境的好處。
三、生態意識確實為一個有效的市場區隔變數
本研究發現，不同生態意識族群在對有機商品的購買行為上，相關的影響因素不同。因此廠商可以針對自己想主攻的客群進行分析，先了解他們的生態意識程度，再對不同程度的客群做出不同的策略。

With the prevalence of organic atmosphere, people increase their attention and concern about their health and the environment. LOHAS is rising, and organic stores in Taiwan increase gradually in recent years, such as Yogi House, Leezen and Homemakers..etc. Issue of LOHAS that people concern, and changes in consumption patterns, making the development of related industries become vigorous.

The study used Ajzen’s TPB model to measure consumers’ attitude, subjective norm , and perceived behavioral control, trying to find out the reasons of buying organic products that consumers concern. The study also took Ecological Conscious Consumer Behavior as a moderating variable to measure whether the purchase intention of organic products between people who are high and low ecological conscious is different or not.

We applied SEM to analyze the valid response data. The major findings of this study were as follows:
1. We can find out attitude will have significant impact on purchase intention directly or indirectly.
2. Enterprises can teach consumers the benefits of using organic products through advertisements or environmental knowledge education.
3. We can truly take Ecological Conscious Consumer Behavior as an effective segmentation variable.

目錄
目錄 I
圖目錄 II
表目錄 III
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的 5
第四節 研究範圍及對象 5
第五節 研究流程 6
第二章 文獻回顧與探討 7
第一節 樂活（LOHAS）的來源及相關文獻 7
第二節 有機產業 15
第三節 計畫行為理論 19
第四節 綠色區隔變數的文獻回顧 24
第五節 國內外相關研究 26
第三章 研究設計 30
第一節 觀念架構 30
第二節 研究假說 31
第三節 研究變數之操作性定義與衡量 34
第四節 研究設計 40
第五節 資料分析方法 41
第四章 資料分析與結果 46
第一節 敘述性統計分析 46
第二節 高低生態意識族群之特徵描述 55
第三節 信度分析 64
第四節 結構方程模式分析 65
第五章 結論與發現 81
第一節 研究結論 81
第二節 研究發現 83
第三節 研究限制與未來建議 85
參考文獻 86
附錄一 94

圖目錄
圖1-1 研究流程圖 6
圖2-1 理性行為理論架構圖 19
圖2-2 計畫行為理論架構圖 21
圖2-3 Liao, Lin and Liu(2010)研究架構圖 26
圖2-4 Kim and Chung(2011)研究架構圖 27
圖2-5 吳淑燕(2007)研究架構圖 28
圖2-6 張瑚娜(2012)研究架構圖 29
圖3-1 本研究之觀念架構 30
圖4-1 本研究整體模式之線性結構關係圖 66
圖4-2 整體模式結構關係路徑分析圖 78
圖4-3 整體模式結構關係路徑分析圖－高生態意識 79
圖4-4 整體模式結構關係路徑分析圖－低生態意識 80

表目錄
表2-1 文化創意人重視的價值觀念整理表 10
表2-2 文化創造人檢測項目表 11
表2-3 LOHAS自我檢測表 12
表2-4 樂活市場類型 14
表2-5 有機產業分級表 17
表2-6 知名連鎖有機商店家數與分佈區域 18
表3-1 主觀規範之變數定義與衡量 34
表3-2 態度之變數定義與衡量 35
表3-3 知覺行為控制之變數定義與衡量 36
表3-4 購買意圖之變數定義與衡量 37
表3-5 生態意識的消費者類型之操作性定義與衡量項目 38
表3-6 問卷回收情況分析表 40
表3-7 Cronbach''s α係數與信度 41
表3-8 LISREL之參數矩陣 43
表3-9 整體模式之配適度判斷指標 45
表4-1 有效樣本之性別分佈情形 46
表4-2 有效樣本之年齡分佈情形 47
表4-3 有效樣本之教育程度分佈情形 47
表4-4 有效樣本之婚姻狀況資料 48
表4-5 有效樣本之職業類別分佈情形 48
表4-6 有效樣本之每月平均所得分佈情形 49
表4-7 有效樣本之有機商品使用經驗分佈情形 50
表4-8 有效樣本之有機商品購買經驗分佈情形 50
表4-9 經常購買的有機商品種類（複選） 51
表4-10 不曾購買有機商品的原因（複選） 51
表4-11 平均購買有機商品的頻率 52
表4-12 單次購買有機商品的平均消費金額 53
表4-13 取得有機商品的資訊來源（複選） 53
表4-14 高低生態意識群之人群分佈 55
表4-15 高低生態意識群生態意識傾向之t檢定分析摘要表 55
表4-16 高低生態意識群與性別之交叉表 56
表4-17 高低生態意識群與性別之卡方檢定表 56
表4-18 高低生態意識群與年齡之交叉表 57
表4-19 高低生態意識群與年齡之卡方檢定表 57
表4-20 高低生態意識群與教育程度之交叉表 58
表4-21 高低生態意識群與教育程度之卡方檢定表 58
表4-22 高低生態意識群與婚姻之交叉表 59
表4-23 高低生態意識群與婚姻之卡方檢定表 59
表4-24 高低生態意識群與職業之交叉表 60
表4-25 高低生態意識群與職業之卡方檢定表 61
表4-26 高低生態意識群與月所得之交叉表 62
表4-27 高低生態意識群與月所得之卡方檢定表 62
表4-28 高低生態意識群購買意圖之t檢定分析摘要表 63
表4-29 高低生態意識群特徵描述與整理 63
表4-30 研究變項之信度分析彙整表 64
表4-31 結構方程模式之參數說明 67
表4-32 整體模式之配適度評估 68
表4-33 整體模式之配適度評估－高生態意識 68
表4-34 整體模式之配適度評估－低生態意識 69
表4-35 衡量模式之評估 70
表4-36 衡量模式之評估－高生態意識 71
表4-37 衡量模式之評估－低生態意識 73
表4-38 整體之研究假說驗證結果 75
表4-39 整體之研究假說驗證結果－高生態意識 76
表4-40 整體之研究假說驗證結果－低生態意識 77
表4-41 本研究三項因子對購買意圖之直接、間接、整體影響效果 78
表4-42 本研究三項因子對購買意圖之直接、間接、整體影響效果－高生態意識 79
表4-43 本研究三項因子對購買意圖之直接、間接、整體影響效果－低生態意識80

一、中文部份
成玲譯(2008)，NPO樂活俱樂部著，「樂活商機」，商周出版。
李毓昭譯(2007)，木村麻紀著，「全球樂活潮」，台中：晨星。
吳淑燕(2007)，「消費者對有機食品購買意願之研究」，大同大學事業經營研究所碩士論文。
拉拉譯（2008），井手敏和著，「元氣樂活」，台北：聯經。
周文賢(2004)，「多變量統計分析」，台北：智勝。
邱皓政(2003)，「結構方程模式：LISREL的理論、技術與應用」，台北：雙葉。
保羅．H．睿, 章敏等譯(2008) 「文化創意人：5000萬人如何改變世界」，台北：項映文化出版
張瑚娜(2012)，「不同文化群體在購買綠色產品時之比較研究」，淡江大學國際企業研究所碩士論文。
黃山內 (1994) 談有機產品及其標準。自然農法 11：38-41
黃璋如(1997)，臺灣發展有機農業之必要性。中德兩國有機農業之發展，10(4)3-5。
董時叡(2007)，「有機之談：有機農業的非技術面思考」，台中
董國昌(2007)，台灣地區有機專賣店現況與發展趨勢，農政與農情(農委會出版刊物)，第181期。


二、英文部份
Ajzen, I. (1985), “From intentions to actions: a theory of planned behavior,” in Kuhl, J. and Beckmann, J. (Eds), Action Control: From Cognition to Behavior, Springer, Heidelberg, pp. 11-39.
Ajzen(1989), “Attitude Structure and Behavior,” in A.R. Pratkanis, S.J. Breckler, and A.G. Greenwald (Eds.). Attitude Structure and Function, Lawrence Erlbaum Associates, Hillsdale, NJ, pp. 241-274.
Ajzen, I. (1991), “The theory of planned behavior,” Organization Behavior and Human Decision Processes, Vol. 50 No. 2, pp. 179-211.
Ajzen, I. and M. Fishbein(1980), Understanding Attitudes and Predicting Social Behavior (Prentice-Hall, Englewood Cliffs, NJ).
Al-Rafee, S. and T. P. Cronan (2006), “Digital Piracy:Factors that Influence Attitude Toward Behaviour,” Journal of Business Ethics 63(3), pp. 237–259.
Anderson, W.T. Jr and Cunningham, W.H. (1972), “The socially conscious consumer,” Journal of Marketing, Vol. 36, July, pp. 23-31.
Anderson, W.T. Jr, Henion, K.E. and Cox, E.P. III (1974), “Socially vs ecologically responsible consumers,” AMA Combined Conference Proceedings, Vol. 36, Spring and Fall, pp. 304-11.
Anbuthnot, J.(1977),“The roles of attitudinal and personality variables in the prediction of environmental behavior and knowledge,”Environment and Behaviour, Vol.9, pp. 217-232.
Bagozzi, R. P. and Y. Yi(1988),“On the Evaluation of Structural Equation Models,” Journal of the Academy of Marketing Science 16(1), pp. 74–94.
Bagozzi, R. P.(1981). “Attitudes, intentions, and behavior: A test of some key hypotheses.”Journal of Personality and Social Psychology, 41, pp. 607-627.
Bagozzi, R. P.(1992). Enactment processes in attitude theory. Unpublished working paper, The University of Michigan.
Bandura, A. (1986). Social foundations of thought and action: A social cognitive theory. Englewood Cliffs, NJ: Prentice.Hall.
Bandura, A.(1997). Self-efficacy: The exercise of control. New York: Freeman.
Bansal, H. and Taylor, S. (2002), “Investigating interactive effects in the theory of planned behavior in a service provider switching context,” Psychology & Marketing,Vol. 19 No. 5, pp. 407-25.
Blackwell,R.D.,Paul W.Miniard and James,F.Engrl(2006),“Attributes of attitudes,”Consumer Behavior,Thomson Press, New York, NY, pp.235-43.
Conner, M. and Armitage, C. (1998), “Extending the theory of planned behavior: a review and avenues for further research,” Journal of Applied Social Psychology, Vol. 28 No. 15, pp. 1429-64.
Cunningham, G.B. and Kwon, H. (2003), “The theory of planned behaviour and intentions to attend a sport event,” Sport Management Review, Vol. 6 No. 2, pp. 127-45.
Davis, F.D. (1989), “Perceived usefulness, perceived ease of use, and user acceptance of nformation technology,” MIS Quarterly, Vol. 13, No. 3, pp. 319–340.
DeVellis, R. F. (1998), Scale Development: Theory and Applications, Newbury Park,CA: Stage.
do Paco, A. and Raposo, M. (2009), “Green segmentation: an application to the Portuguese consumer market,” Marketing Intelligence & Planning, Vol. 27 No. 3, pp. 264-379.
Eagly, A. H. and S. Chaiken (1993), The Psychology of Attitudes (Harcourt Brace Jovanovich, Fort Worth,TX).
Festinger, L.A. (1957), A Theory of Cognitive Dissonance, Stanford University Press, Evanston, IL.
Fishbein, M., and Ajzen, I. (1975). Belief, Attitude, Intentions, and Behaviour: An Introduction of Theory and Research. Reading, MA: Addison-Wesley.
Fraj, E. and Martinez, E. (2006), “Environmental values and lifestyles as determining factors of ecological consumer behaviour: an empirical analysis,” Journal of Consumer Marketing, Vol. 23 No. 3, pp. 133-44.
Gunter, B. and Furnham, A. (1992), Consumer Profiles: An Introduction to Psychographics, Routledge, London.
Howard, J.A.( 1994), Buyer Behavior in Marketing Strategy, 2nd ed. Prentice-Hall, Inc.,pp. 35-41.
Jöreskog, K. G. (1973), A General Method for Estimating a Linear Structural Equation
System. In A. S. Goldberger and O. D. Duncan (Eds.), Structural equation models in The social science. New York: Academic, pp. 85-112.
Kim, Hee Yeon and Jae-Eun Chung (2011),“Consumer purchase intention for organic personal care products,”Journal of Consumer Marketing, Vol.28 No.1,pp. 40-47.

Kinnear, T., Taylor, J. and Ahmed, S. (1974), “Ecologically concerned consumers: who are they?” Journal of Marketing, Vol. 38 No. 2, pp. 20-4.
Lee, K. (2009), “Gender differences in Hong Kong adolescent consumers’ green purchasing behavior,” Journal of Consumer Marketing, Vol. 26 No. 2, pp. 87-96.
Liao, C. C., H.N. Lin, and Y.P. Liu (2010).“Predicting the Use of Pirated Software:A Contingency Model Integrating Perceived Risk with the Theory of Planned Behavior”, Journal of Business Ethics. Vol. 91 No.2, pp.237-252.
Manstead, A. S., Proffitt, C., and Smart, J. L. (1983). Predicting and understanding mother’s infant feeding intentions and behavior: Testing the theory of reasoned action. Journal of Personality and Social Psychology, 44(4), pp. 657-671.
McEvoy, J. III (1972), “The American concern with the environment”, in Burch, W.B. Jr, Check, N.H.and Taylor, L. (Eds), Social Behaviour, Natural Resources and the Environment, Harper & Row, New York, NY.
Michaelidou, N. and Hassan, L.M. (2008), “The role of health consciousness, food safety concern, and ethical identity on attitudes and intentions towards organic food,”International Journal of Consumer Studies, Vol. 32 No. 2, pp. 163-70.
Mostafa, M. (2007), “A hierarchical analysis of the green consciousness of the Egyptian consumer,” Psychology & Marketing, Vol. 24 No. 5, pp. 445-56.
Mowen, J.C. and Minor, M. (1998), Consumer Behavior, 5th ed., Prentice-Hall, Upper Saddle River, NJ.
Newell, S.J. and Green, C.L. (1997), “Racial differences in consumer environmental concern,”The Journal of Consumer Affairs, Vol. 31 No. 1, pp. 53-69.
Peattie, K. and Charter, M. (1997), “Green marketing,” in McDonagh, P. and Prothero, A. (Eds),Green Management, Dryden, New York, NY, pp. 388-412.
Prothero, A. (1996), “Environmental decision-making: research issues in the cosmetics and toiletries industry,” Marketing Intelligence & Planning, Vol. 14 No. 2, pp. 19-25.
Qader, I. K. A and Zainuddin, Y. B.(2011). Investigating the Influence of Safety and Health Concerns and Self-Efficacy on Lecturer’s Environmental Attitudes towards Electronic Green Products. Interdisciplinary Journal of Contemporary Research In Business. Vol. 3, No. 2, pp.366-380.
Ray, P. H. and S. R. Anderson (2000), The Culture Creatives: How 50 Million People are Changing the World, Three Rivers Press, NY.
Roberts, J.A. (1995), “Profiling levels of socially responsible consumer behaviour: a cluster analytic approach and its implications for marketing,” Journal of Marketing Theory and Practice, Fall, pp. 97-117.
Roberts, J.A. (1996a), “Green consumers in the 1990s: profile and implications for advertising,”Journal of Business Research, Vol. 36 No. 3, pp. 217-31.
Roberts, J.A. (1996b), “Will the real socially responsible consumer please step forward?”,Business Horizons, January-February, pp. 79-83.
Rosenberg, M. J. and C. I. Hanland (1960),“Cognitive, Affective, and Behavior Components of Attitude, in Attitude Organization and Change：An Analysis of Consistency among Attitude Component,”Yale University Press.
Samdahl, D.M. and Robertson, R. (1989), “Social determinants of environmental concern:specification and test of the model,” Environment & Behavior, Vol. 21 No. 1, pp. 57-81.
Schlegelmilch, B. and Bohlen, G. (1996), “The link between green purchasing decisions and measures of environmental consciousness,” European Journal of Marketing, Vol. 30 No. 5,pp. 35-55.
Sharma, S.,T.A. Shimp, and J. Shin(1995),“Consumer Ethnocentrism：A Test of Antecedents and Moderators,”Journal of the Academy of marketing Science,23(1), pp. 26-38.
Sheppard, B.H., Hartwick, J. and Warshaw, P.R. (1988), ‘‘The theory of reasoned action: a meta analysis of past research with recommendations for modifications and future research,’’ Journal of Consumer Research, Vol. 15, pp. 325-43.
Straughan, R.D. and Roberts, J.A. (1999), “Environmental segmentation alternatives: a look at green consumer behaviour in the new millennium,” Journal of Consumer Marketing,Vol. 16, pp. 558-75.

Zelezny, L., Chua, P. and Alrich, C. (2000), “Elaborating on gender differences in environmentalism,” Journal of Social Issues, Vol. 56 No. 3, pp. 443-57.


三、網路部分
統健實業股份有限公司 http://www.pnic.com.tw/2010upn/99101204.htm
里仁事業全球資訊網 http://www.leezen.com.tw/big5/index.asp
無毒的家官網 http://www.yogi-house.com/home.php
綠色小鎮官網 http://www.earthlife.com.tw/main.asp
台灣主婦聯盟生活消費合作社官網 http://www.hucc-coop.tw/
棉花田官網 http://www.sun-organism.com.tw/index.asp