臺灣博碩士論文加值系統

由於，全球暖化的問題近年來受到各種關注與討論，而溫室效應的現象讓極端氣後陸續產生並帶來很多災害，這也給人民帶來極大威脅。因此各國政府更積極推動節能減碳活動，並且鼓勵人民多去購買綠色產品、享受綠色生活。此篇探討消費者動機與社會規範對於綠色產品態度與購買意圖的影響。此研究樣本是採用近三個月內有購買過綠色產品的的消費者作為研究對象，並且採用便利抽樣，其中有效問卷為400份。此篇是透過結構方程式作為研究（SEM，Structural Equation Modelling）分析，研究結果顯示出：消費者獨特性需要、消費者社會認可需要會正向影響自我認同，而描述性規範、指令式規範會正向影響綠色產品社會價值;自我認同與綠色產品社會價值會正向影響綠色態度以及綠色行為意圖。此研究發現可以提供公司以及政府對於消費者會去購買綠色產品的因素，並且使其加強綠色產品的獨特性以及綠色產品的社會價值，以利消費者更能夠去購買綠色產品，達到對於環境友善。

The problem of global warming has received various concerns and discussions in recent years, and the phenomenon of the greenhouse effect has caused extreme disasters to emerge and brought many disasters, which also poses great threats to the people. Therefore, governments are more active in promoting energy conservation and carbon reduction activities, and encouraging people to buy green products and enjoy green living. This article explores the impact of consumer motivation and social norms on green product attitudes and purchase intentions. The sample of this study was based on consumers who had purchased green products in the past three months, and used convenient sampling, of which 400 were valid questionnaires. This article is analyzed by Structural Equation (SEM). The results show that consumer need for uniqueness and need for social approval have positively influence self-identity, descriptive norms and injunctive norms will positively affect the social value of green products; Self-identity and the social value of green products will positively influence green attitudes and green behavioral intentions. This research finds that companies and governments can provide consumers with the opportunity to buy green products, and enhance the uniqueness of green products and the social value of green products, so that consumers can buy green products and be environmentally friendly.

Chapter 1 Introduction 1
1.1 Research background and motivation 1
1.2 Research objectives 2
Chapter 2 Literature Review 3
2.1 Green product 3
2.2 Motivation 9
2.3 Self-identity 10
2.4 Social norm 10
2.5 Perceive value and Social value 12
2.6 Attitude 12
2.7 Behavioral intention 13
Chapter 3 Research framework and method 14
3.1 Research framework and hypotheses 14
3.2 Research design and methods 18
Chapter 4 Data analysis and results 24
4.1 Descriptive statistical analysis 24
4.2 Multivariate normal distribution and multicollinearity test 25
4.3 Confirmatory factor analysis 27
4.4 Model fit assessment and results 30
Chapter 5 Conclusion and discussion 33
5.1 Theoretical and managerial implication 33
5.2 Limitation and future study 34
References 35
Appendix 45

Abd Rahman, A., Asrarhaghighi, E., & Ab Rahman, S. (2015). Consumers and halal cosmetic products: Knowledge, religiosity, attitude and intention. Journal of Islamic Marketing, 6(1), 148-163.
Ahmed, Zafar U, Al-Kwifi, Osama Sam, Buerhan Saiti, Nor Bin Othman (2014). Consumer behavior dynamics of Chinese minorities, Journal of Technology Management in China, 9(1), 6-23.
Akkinen, M. (2005) Conceptual foundations of online communities. Sprouts: Working Papers on Information Systems.
Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step
approach. Psychological bulletin,103(3), 411.
Anilkumar, N., & Joseph, J. (2012). Factors influencing the pre-purchase attitude of consumers: a st

udy, IUP Journal of Management Research, 11(3), 23-53.
Arbore, A., Soscia, I., & Bagozzi, R. P. (2014). The role of signaling identity in the adoption of personal technologies. Journal of the Association for Information Systems, 15(2), 86-110. 
Aziz, M. A., & Habib, M. D. (2017). Effects of social value, self-discrepancy, and face consciousness on status consumption: Perceived consumer need for uniqueness as a mediator, Journal of Business Studies Quarterly, 8(4), 61-75.
Azuma, N. (2002). Pronto moda Tokyo-style – emergence of collection-free street fashion in Tokyo and the Seoul-Tokyo fashion connection, International Journal of Retail & Distribution Management, 30(3), 137-44.
Bailey, A. A., Mishra, A., & Tiamiyu, M. F. (2016). GREEN consumption values and indian consumers' response to marketing communications, The Journal of Consumer Marketing, 33(7), 562-573.
Baker, J.; Parasuraman, A.; Grewal, D.; & Voss, G.B. (2002). The influence of multiple store environment cues on perceived merchandise value and patronage intentions, Journal of Marketing, 66(2), 120-128.
Bayram, N., Aydemir, M., Yıldırım, Z., & Tansöker, R. L. (2017). Confirmatory factor analysis on tax compliance intentions, general fairness, procedural fairness and social norms 1. Business and Economics Research Journal, 8(4), 749-758.
Bertrandias, L., & Goldsmith, R. E. (2006). Some psychological motivations for fashion opinion leadership and fashion opinion seeking. Journal of Fashion Marketing and Management, 10(1), 25-40.
Bing, Z., Chaipoopirutana, S., & Combs, H. (2011). Green product consumer buyer behavior in China. American Journal of Business Research, 4(1), 55-71.
Blackwell, R. D, Miniard, P. W. and Engel J. F. (2005). Consumer Behavior. South-Western College Publishers.
Bobek, D. D., Hageman, A. M., & Kelliher, C. F. (2013). Analyzing the role of social norms in tax compliance behavior. Journal of Business Ethics, 115(3), 451-468.
Butler, K., Gordon, R., Roggeveen, K., Waitt, G., & Cooper, P. (2016). Social marketing and value in behaviour? Journal of Social Marketing, 6(2), 144-168.
Cao, H., Jiang, J., Oh, L., Li, H., Liao, X., & Chen, Z. (2013). A maslow's hierarchy of needs analysis of social networking services continuance. Journal of Service Management, 24(2), 170-190.
Carter, J. M., Orive,

M. E., Gerhart, L. M., Stern, J. H., Marchin, R. M., Nagel, J., & Ward, J. K. (2017). Warmest extreme year in U.S. history alters thermal requirements for tree phenology. Oecologia, 183(4), 1197-1210. 
Chang, N., & Fong, C. (2010). Green product quality, green corporate image, green customer satisfaction, and green customer loyalty. African Journal of Business Management, 4(13), 2836-2844.
Chen, K., & Yao, G. (2010). Investigating adolescent health-related quality of life: From a self-identity perspective. Social Indicators Research, 96(3), 403-415.
Chen, Y., Chang, C., Yeh, S., & Cheng, H. (2015). Green shared vision and green creativity: The mediation roles of green mindfulness and green self-efficacy. Quality and Quantity, 49(3), 1169-1184. 
Chen, Y., Chang, T., Lin, C., Lai, P., & Wang, K. (2016). The influence of proactive green innovation and reactive green innovation on green product development performance: The mediation role of green creativity. Sustainability, 8(10), 966. 
Chen, Y.S.; Chang, C.H.; Lin, Y.H. (2014). The Determinants of green radical and incremental innovation performance: Green shared vision, green absorptive capacity, and green organizational ambidexterity. Sustainability, 6, 7787–7806.
Dastan, I. (2016). Time-related changes in the purchasing attitudes and behaviors of individuals: A study on wearable technologies. Journal of Business Studies Quarterly, 7(3), 61-74.
Donoghue, J. F. (2011). Sea level history of the northern gulf of mexico coast and sea level rise scenarios for the near future. Climatic Change, 107(1-2), 17-33.
Eggen, P., & Kauchak, D. (2013). Educational psychology: windows on classrooms. New York, NY: Pearson.
Espínola-arredondo, A., & Muñoz-garcía, F. (2016). An excessive development of green products? Economics of Governance, 17(2), 101-129.
Fang, Y. (2013). Managing the three-rivers headwater region, china: From ecological engineering to social engineering, 42(5), 566-76.
Felix, R., & Braunsberger, K. (2016). I believe therefore I care. International Marketing Review, 33(1), 137-155.
Firat, A.F. & Venk

atesh, A. (1993). Postmodernity: the age of marketing. International Journal of Research in Marketing. 10(3), 227-248.
Fishbein, M., & Ajzen, I. (2010). Predicting and changing behavior: The reasoned action approach. New York: Psychology Press.
Galander, A., Walgenbach, P., & Rost, K. (2015). A social norm perspective on corporate governance soft law. Corporate Governance, 15(1), 31-51.
Gunasekara, V. M. (2018). Impact of motivation on executive level employees job performance: An empirical study of listed leasing companies in sri lanka. International Journal on Global Business Management & Research, 7(2), 67-74.
Ham, M., Jeger, M., & Ivkovic, A. F. (2015). The role of subjective norms in forming the intention to purchase green food.
Harvey, J., Carter, S., & Mudimu, G. (2000). A comparison of work values and motives among zimbabwean and british managers. Personnel Review, 29(6), 723-742.
Haryanto, B., Budiman, S. (2015). The Role of Environmental Knowledge in Moderating the Consumer Behavioral Processes Toward the Green Products. Integrative Business and Economics, 4(1), 203-216.
Heng-Li, Y., & Chien-Liang, L. (2014). Why do people stick to facebook web site? A value theory-based view. Information Technology & People, 27(1), 21-37.
Hong-Youl Ha, John, J. D., Joby, J., & Nam-Yun, K. (2013). The critical role of marketer's information provision in temporal changes of expectations and attitudes. The Journal of Consumer Marketing, 30(4), 355-365.
Hong-Youl, Ha., Janda, S. (2014). Predicting consumer intentions to purchase energy-efficient products. The Journal of Consumer Marketing, 29(7), 461-469.
Hsu, M. (2013). The management of sports tourism: A causal modeling test of the theory of planned behaviour. International Journal of Management, 30(2), 474-491.
J. (2008). The attitude-behavior relationship in consumer conduct: The role of norms, past behavior, and self-identity. The Journal of Social Psychology,148(3), 311-33.
Jacobson, R. P., Jacobson, K. J. L., & Hood, J. N. (2015). Social norm perceptions predict citizenship behaviors. Journal of Managerial Psychology, 30(8), 894-908. 
Jamal, A., & Goode,

M. (2003) A study of the impact of self-image congruence on brand preference and satisfaction. Marketing Intelligence and Planning, 19(6/7), 482-492.
Janmaimool, P. (2017). The role of descriptive social norms, organisational norms and personal norms in explaining solid waste management behaviours in workplaces. Journal of Organizational Change Management, 30(2), 184-198.
Jiang, Y., & Kim, Y. (2015). Developing multi-dimensional green value. International Journal of Contemporary Hospitality Management, 27(2), 308-334. 
Joshi, Y., & Rahman, Z. (2016). Predictors of young consumer's green purchase behaviour. Management of Environmental Quality, 27(4), 452-472.
Kaman, L. (2009). Gender differences in hong kong adolescent consumers' green purchasing behavior. The Journal of Consumer Marketing, 26(2), 87-96.
Kao, T., & Tu, Y. (2015). Effect of green consumption values on behavior: the influence of consumption attitude. International Journal of Arts & Sciences, 8(8), 119-130.
Karahanna, E., Xu, S. X., & Zhang, N. (2015). Psychological ownership motivation and use of social media. Journal of Marketing Theory and Practice, 23(2), 185-207.
Keivanpour, S., Ait Kadi, D., & Mascle, C. (2015). End of life aircrafts recovery and green supply chain (a conceptual framework for addressing opportunities and challenges). Management Research Review, 38(10), 1098-1124.
Khare, A. (2015). Antecedents to green buying behaviour: A study on consumers in an emerging economy. Marketing Intelligence & Planning, 33(3), 309-329. 
Kimmerle, J., Wodzicki, K., & Cress, U. (2008). The social psychology of knowledge management. Team Performance Management, 14(7), 381-401. 
Knight, D. K., & Eun, Y. K. (2007). Japanese consumers' need for uniqueness.Journal of Fashion Marketing and Management, 11(2), 270-280.
Kozar, J. M., & Hiller Connell, K.Y. (2013). Socially and environmentally responsible apparel consumption: Knowledge, attitudes, and behaviors. Social Responsibility Journal, 9(2), 315-324.
Kumar, P., & Ghodeswar, B. M. (2015). Factors affecting consumers' green product purchase decisions. Marketing Intelligence & Planning, 33(3), 330-347.
Kura, K. M. (2016). Re-examining the relationship between perceived workgroup norms, self-regulatory efficacy and deviant workplace behaviour. African Journal of Economic and Management Studies, 7(3), 379-396.
Kushwaha, G. S., &

Sharma, N. K. (2016). Green initiatives: A step towards sustainable development and firm's performance in the automobile industry.Journal of Cleaner Production, 121, 116-129.
Kwok, M. J., Wong, M. M., & Lau, M. M. (2015). Examining how environmental concern affects purchase intention: Mediating role of perceived trust and moderating role of perceived risk. Contemporary Management Research, 11(2), 143-152.
Lam, A. Y. C., Lau, M. M., & Cheung, R. (2016). Modelling the relationship among green perceived value, green trust, satisfaction, and repurchase intention of green
Lemke, P., J. Ren, R.B. Alley, I. Allison, J. Carrasco, G. Flato, Y. Fujii, G. Kaser, P. Mote, R.H. Thomas and T. Zhang, 2007: Observations: Changes in Snow, Ice and Frozen Ground. In: Climate Change 2007: The Physical Science Basis. Contribution of Working Group I to the Fourth Assessment Report of the Intergovernmental Panel on Climate Change.
Hair J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis: A global perspective (7 ed.). Upper Saddle River, NJ: Pearson Education.
Leung, K., & Morris, M. W. (2015). Values, schemas, and norms in the culture-behavior nexus: A situated dynamics framework. Journal of International Business Studies, 46(9), 1028-1050. 
Lin, C., Hung, W., & Chiu, C. (2008). Being good citizens: Understanding a mediating mechanism of organizational commitment and social network ties in OCBs. Journal of Business Ethics, 81(3), 561-578. 
Linn, V. D., & Pierce, J. L. (2004). Psychological ownership and feelings of possession: Three field studies predicting employee attitudes and organizational citizenship behavior. Journal of Organizational Behavior, 25(4), 439-459.
Lo, S. M. (2014). Effects of supply chain position on the motivation and practices of firms going green. International Journal of Operations & Production Management, 34(1), 93-114.
Malinowski, C. (2015). The relationship between undergraduate student attitudes about hypothetical marketing moral dilemmas and two personality traits: Test anxiety and need for social approval. Competition Forum, 13(2), 383-389. 
Mayr, T., & Zins, A. H. (2012). Extensions on the conceptualization of customer perceived val

ue: Insights from the airline industry. International Journal of Culture, Tourism and Hospitality Research, 6(4), 356-376.
Melnyk, V., van Herpen, E., Fischer, A. R., H., van Trijp, H. C., &, M. (2013). Regulatory fit effects for injunctive versus descriptive social norms: Evidence from the promotion of sustainable products. Marketing Letters, 24(2), 191-203. 
Middleton, K. L., & Jones, J. L. (2000). Socially desirable response sets: The impact of country culture. Psychology & Marketing, 17(2), 149.
Mohd Suki, N. (2016). Green product purchase intention: Impact of green brands, attitude, and knowledge. British Food Journal, 118(12), 2893-2910. 
Morris, L., Hastak, M., Mazis, M. (1995). Consumer comprehension of environmental advertising and labelling claims, The Journal of Consumer Affairs, 29(2), 328‐51.
Nielsen (2014), Doing well by doing good, New York, NY.
Oliver, J. D., & Lee, S. (2010). Hybrid car purchase intentions: A cross-cultural analysis. The Journal of Consumer Marketing, 27(2), 96-103. 
Onel, N., & Mukherjee, A. (2016). Consumer knowledge in pro-environmental behavior. World Journal of Science, Technology and Sustainable Development, 13(4), 328-352.
Page, C., & Luding, Y. (2003). Bank managers' direct marketing dilemmas--customers' attitudes and purchase intention. The International Journal of Bank Marketing, 21(2), 147-163.
Park, J., & Ha, S. (2012). Understanding pro-environmental behavior. International Journal of Retail & Distribution Management, 40(5), 388-403.
Petzold, K., & Peter, T. (2015). The social norm to study abroad: Determinants and effects. Higher Education, 69(6), 885-900. 
Root, T.L. et al. (2002). Fingerprints of global warming on wild animals and plants. Nature, 421, 57-60.
Roy, R., Rabbanee, F. K., & Sharma, P. (2016). Antecedents, outcomes, and mediating role of internal reference prices in pay-what-you-want (PWYW) pricing. Marketing Intelligence & Planning, 34(1), 117-136. 
Salman, F., & Warraich, U. A. (2016). An empirical study to examine consumer behavior towards luxury brands in pakistan. Global Management Journal for Academic & Corporate Studies, 6(1), 79-84.
Shi, W., Wang, S., Yang, Q. (2010). Climate change and global warming. Reviews in Environmental Science and Biotechnology, (9), 99-102.
Smith, J. R., Terr

y, D. J., Manstead, A. S. R., Louis, W. R., Kotterman, D., & Wolfs, J. (2008). The attitude-behavior relationship in consumer conduct: The role of norms, past behavior, and self-identity. The Journal of Social Psychology, 148(3), 311-33.
Soh, C. Q. Y., Rezaei, S., & Gu, M. (2017). A structural model of the antecedents and consequences of generation Y luxury fashion goods purchase decisions. Young Consumers, 18(2), 180-204.
Song, P., Zhang, C., & Xu, H. (2012). How to exploit the user base for online products: A product integration perspective? Journal of Electronic Commerce Research, 13(4), 356-372.
Suki, N. M., & Suki, N. M. (2015). Impact of consumption values on consumer environmental concern regarding green products: Comparing light, average, and heavy users'. International Journal of Economics and Financial Issues, 5
Syrjälä, H., Leipämaa-Leskinen, H., & Laaksonen, P. (2015). Social needs in finnish young adults' mundane consumption. Young Consumers, 16(3), 301-315.
Tak, P., & Pareek, A. (2016). Consumer attitude towards luxury brands: An empirical study. IUP Journal of Brand Management, 13(1), 7-19. 
Tamashiro, H. R. d. S., Silveira, J. A. G. d., Merlo, E. M., & Ghisi, M. (2013). The relationship between ecological knowledge, ecological concern, ecological affection, subjective norms and the green purchase behavior in brazil. African Journal of Business Management, 7(34), 3297-3314.
Tan, C. H., Ramayah, T., Yeap, J. A. L., & Ooi, S. K. (2017). Examining residents' receptiveness towards E-waste recycling in penang, malaysia. Global Business and Management Research, 9(4), 374-390.
Thamburanawit, A., & Panichpathom, S. (2017). How green attitude and overall image affect customers' intention to visit green shopping center. International Journal on Global Business Management & Research, 6(1), 1-10.
Thieme, J., Royne, M. B., Jha, S., Levy, M., & Barnes McEntee, W. (2015). Factors affecting the relationship between environmental concern and behaviors. Marketing Intelligence & Planning, 33(5), 675-690.
Tian, K.T., Bearden, W.O. and Hunter, G. (2001), Consumers' Need for uniqueness: scale development and validation, Journal of Consumer Research, 28, 50-66.
Tore

lli, C. J., Shavitt, S., Cho, Y. I., Holbrook, A. L., Johnson, T. P., & Weiner, S. (2015). Justice or compassion? cultural differences in power norms affect consumer satisfaction with power-holders. International Marketing Review, 32(3), 279-306.
Triki, A., Cook, G. L., & Bay, D. (2017). Machiavellianism, moral orientation, social desirability response bias, and anti-intellectualism: A profile of canadian accountants. Journal of Business Ethics, 144(3), 623-635.
Tsiotsou, R., & Alexandris, K. (2009). Delineating the outcomes of sponsorship.International Journal of Retail & Distribution Management, 37(4), 358-369. 
Ukpong S.J. (1994). Baseline and Nigeria Environment Problem Analysis SIRF, Calabar. UNCHS (1981) Our Common Future (Bruntland Report) New York: Oxford University press.
Tucker,L.R., & Lewis,C. (1973). The reliability coefficient for maximum likelihood factor analysis. Psychometrika,38, 1-10.
Velnampy, T., & Achchuthan, S. (2016). Green consumerism in sri lankan perspective: An application and extension of theory of planned behavior. Advances in Management and Applied Economics, 6(5), 39-66.
Wang, T., Luo, Y., & Tang, L. R. (2015). The investigation of consumer motivations to patronize boutique hotels using push-pull theory: A case study in xiamen, china. International Journal of Tourism Cities, 1(4), 317-328.
Wee, C. S., Ariff, M. S. B. M., Zakuan, N., Tajudin, M. N. M., Ismail, K., & Ishak, N. (2014). Consumers perception, purchase intention and actual purchase behavior of organic food products. Review of Integrative Business and Economics Research, 3(2), 378-397.
Wei, H. C., & Chou, C. (2013). The Relationship between College Students’ Internet Attitudes and Their Online Course Performance based on the 5-T Model. In World Conference on Educational Multimedia, Hypermedia and Telecommunications,2013(1), pp. 2364-2370.
Wen, L. M., & Li, S. (2013). A study on the relationship amidst health consciousness, ecological affect, and purchase intention of green production. International Journal of Organizational Innovation (Online), 5(4), 124-137.
Wong, S. K. (2012). The influence of green product competitiveness on the success of green product innovation. European Journal of Innovation Management, 15(4), 468-490.
Won-Moo Hur, Jeong-Ju, Y., & Te-Lin, C. (2012). The consumption values and consumer innovativeness on convergence products. Industrial Management & Data Systems, 112(5), 688-706. 
Wu, C., PhD. (2015)

. A study on consumers’ attitude towards brand image, athlete’s endorsement, and purchase intention. International Journal of Organizational Innovation (Online), 8(2), 233-253.
Yazdanpanah, M., Forouzani, M., Abdeshahi, A., & Jafari, A. (2016). Investigating the effect of moral norm and self-identity on the intention toward water conservation among iranian young adults. Water Policy, 18(1), 73-90.
Ye, L., Bose, M., & Pelton, L. (2012). Dispelling the collective myth of chinese consumers: A new generation of brand-conscious individualists. The Journal of Consumer Marketing, 29(3), 190-201. 
Young Im, J., & Hancer, M. (2014). Shaping travelers' attitude toward travel mobile applications. Journal of Hospitality and Tourism Technology, 5(2), 177-193. 
Zolfagharian, M. A., & Cortes, A. (2011). Motives for purchasing artwork, collectibles and antiques. Journal of Business & Economics Research, 9(4), 27-42.