臺灣博碩士論文加值系統

全球暖化以及環境生態破壞的環保議題，始終受到世界各國極大矚目。台灣近十年因原油價格的波動，使得平均電價於2007年至2013年間大幅度攀升。也因溫室氣體的增加導致地球不堪負荷與氣候異常，故而人們應更加重視環境保護與節約能源。據此，如何促使人們提高購買節能產品的意圖，將成為企業的一大考驗，亦為本研究關注的焦點。本研究經參考國內外相關研究得知，尚未有研究者運用從眾行為於購買節能標章產品上。故此，研究中結合從眾行為，運用消費者從眾心理，創造一種重要的購買氣氛與購買情境，形成購買風氣，說服一部分的消費者去影響另一部分的消費者以促成交易的從眾效應；並參考行銷學領域的從眾行為模型，提出「從眾行為」對「購買意圖」與「購買決策」的關係模型，且藉由「高價位」與「低價位」的節能標章產品進行該項議題的探討。
研究結果顯示：在決定「高價位」與「低價位」的節能標章產品代表部份，獲得最高票的「高價位」產品為節能冷氣機；「低價位」產品為節能電風扇，研究中並據此結果而進行後續分析。其次，在關係模型部份，模型的各項指標上皆具良好配適度與解釋力；且「高價位」和「低價位」產品的「從眾行為」對「購買意圖」與「購買決策」路徑，皆具有正向的顯著影響性；「購買意圖」對「購買決策」路徑，亦具有正向的顯著影響性；但在「高價位」模型的「從眾行為」對「購買決策」路徑上，則不具顯著性影響。由研究結果可得知，消費者在購買節能冷氣機或節能電風扇時，確實會受到週遭從眾行為的影響；因此，若透過群眾的聚集把節約能源的觀念渲染給其他消費者將能夠有效的推廣節能產品，亦能提高消費者購買節能產品的意圖與決策。

Environmental issues of global warming and ecological destruction, has always received great attention around the world. Taiwan for nearly a decade by the oil price fluctuations, the average electricity price rose substantially in 2007-2013. Also due to the increase of greenhouse gases led to the Earth's overburdened and climate anomalies, so people should pay more attention to environmental protection and energy conservation. Accordingly, how to encourage people to improve intent purchase energy-efficient products will become a major challenge, which is also the focus of research attention. Reference to domestic and foreign research on that has not been used in studies on the conformity with Energy Label products to buy. Therefore, the study combined conformity applying consumer conformity, creating an important purchase and situational effects of the formation of purchase, which is the part of consumers to influence another part to facilitate transactions through a conformity; with reference to the field of marketing conformity model from "conformity" to "purchase intention" and "purchase decision" constructed by the relational model. The issues were discussed by "high-priced" and "low- priced" of the product.
The results show that： the decision to "high-priced" and "low-priced" energy label products represented the highest votes "high-priced" products are energy-saving air-conditioning; "low-priced" products are energy-saving fan. And accordingly the results for subsequent analysis. Secondly, the indicators of the relational model are shown as well with moderate and explanatory power; For "high-priced" and "low-priced" products, "conformity" to "purchase intention" and "purchase decision" path, all have a significant positive impact ; "purchase intention" to "purchase decision" path, also has a significant positive impact; but in the high-priced model of "conformity" to "purchase decision" on the path, with no significant impact. From the study results, consumers in the purchase of energy-saving air-conditioners or fans, really influenced by the conformity; therefore, if by the gathered masses rendering the concept of energy conservation to other consumers will be able to effective promotion of energy conservation product, but also can improve consumers to buy energy conservation products intentions and decision-making.

目錄
摘要 I
Abstract III
誌謝 V
目錄 i
表目錄 iii
圖目錄 v
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與途徑 3
第三節 研究範圍與對象 4
第四節 研究流程 4
第貳章 文獻回顧 6
第一節 從眾行為 6
第二節 購買意圖 14
第三節 購買決策 16
第四節 節能產品 17
第参章 研究方法 20
第一節 研究架構與研究假說 20
第二節 研究變項的定義與衡量 23
第三節 問卷設計 24
第四節 抽樣設計 27
第五節 問卷預試 28
第六節 資料分析 31
第肆章 實證分析 38
第一節 整體資料回收情況 38
第二節 從眾行為之驗證性因素分析 46
第三節 購買意圖與購買決策的解構分析 51
第四節 關係模型建立與檢測 53
第五節 關係模型的檢測 58
第六節 影響效果分析 63
第伍章 結論與建議 65
第一節 結論 65
第二節 建議 66
第三節 研究限制 68
參考文獻 69
一、中文文獻 69
二、英文文獻 72
附錄一 決定產品代表問卷 78
附錄二 信度與效度檢測 80
附錄二 信度與效度檢測（續） 81
附錄二 信度與效度檢測（續） 82
附錄三 預試問卷 83
附錄四 正式問卷 86

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