臺灣博碩士論文加值系統

在最近幾年以來，公平貿易的研究持續的被討論著，而在許多其他的國家中，公平貿易已經被廣泛的使用，而且已經有其支持的消費者持續的購買，因此在本研究中，所選擇的是與紡織業息息相關的公平貿易服飾，研究方法是透過不同的品牌形象作為干擾變數並觀察消費者的知覺價值、物質主義和購買意願是否會因為公平貿易策略的商品而有所影響，並透過便利抽樣方法共回收710份問卷，利用SPSS統計軟體進行分析，對品牌形象較低的公司有顯著的幫助。
在台灣的環境，公平貿易標籤商品目前仍不是非常盛行，如果將服飾業結合公平貿易策略的商品，在已經蓬勃發展的台灣零售業市場，以目前所發放問卷後所得出的研究結果中，對於品牌形象較為弱勢的品牌購買意願有其顯著的增加，並與品牌形象較高的品牌有拉近的趨勢，但對目前大多消費者而已其知覺價值仍不顯著，可能是對公平貿易的不熟悉而無法在各項價值中得到一個明確的定位。

In recent years, there are so many studies about fair trade. And in some country, the Fairtrade has been executed widely. Also, some of the consumers have supported it by continually purchasing those products which are with Fairtrade. Therefore, we choose to study the Fairtrade clothing in which has lots of relations about the textile industry. We try to tell if there is any help of the Fairtrade to the brand image, by observing the Purchase Intention of the consumers.
In Taiwan, the product with the tags of the Fairtrade is not popular yet. This study is about the difference of products of clothing brands between having the tag with Fairtrade or not, and it is under considers of the well-developed market of the retail business in Taiwan. So far in our study, we figure out that the Purchase Intention of the consumers is increased with the tag of the Fairtrade to the weak brand. And that makes the weak brand strong enough to against the powerful brand. But to the most consumer, the influence of the Perceived Value of the Fairtrade is not quite significant, and it can be explained by the unfamiliar of the consumer to the Fairtrade by which caused the consumers being hard to value the brand position.

第一章 緒論 1
第一節 研究背景及動機 1
第二節 研究目的 3
第三節 研究流程 4
第四節 論文架構 5
第二章 文獻探討 6
第一節 公平貿易標籤的定義 6
2.1.1公平貿易的發源與由來 6
2.1.2台灣公平貿易的發展 9
2.1.3公平貿易標籤系統 10
第二節 知覺價值的定義 12
第三節 物質主義的定義 17
第四節 品牌形象的定義 19
第五節 購買意願的定義 25
第三章 研究方法 28
第一節 研究架構 28
第二節 研究假設 28
第三節 問卷設計 32
第四節 研究分析方法 37
3.4.1敘述統計分析 37
3.4.2信度及效度分析 37
第四章 研究分析 38
第一節 前測 38
第二節 敘述統計分析 39
第三節 信度統計分析 42
第四節 收斂效度分析 43
第五節 實驗結果 44
第五章 結論與建議 59
第一節 研究討論 59
第二節 研究貢獻 61
第三節 研究限制及未來研究建議 62
引用 64
附錄 76

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