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研究生:陳惠君
論文名稱:綠色產品知識、知覺價值、綠色消費態度和綠色消費行為關連性之研究─以綠色3C產品為例
論文名稱(外文):A Study of the Relationships among Consumers’ Green Product Knowledge, Attitudes, Behavior, and Perceived Value ─ 3C green products as an example
指導教授:温玲玉温玲玉引用關係
學位類別:碩士
校院名稱:國立彰化師範大學
系所名稱:財務金融技術學系
學門:商業及管理學門
學類:財務金融學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:中文
論文頁數:157
中文關鍵詞:綠色3C產品、綠色產品知識、知覺價值、綠色消費態度、綠色消費行為
外文關鍵詞:3C Green Products、Green product knowledge、Perceived value、Green Consumer Attitudes、Green Consumer Behavior、Purchase intention
相關次數:
  • 被引用被引用:11
  • 點閱點閱:1220
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:3
本研究旨在探討綠色3C產品消費者的行為模式,即消費者對於綠色3C產品知識、知覺價值、綠色消費態度與綠色消費行為之關聯性,並兼論知覺價值和綠色消費態度在此行為模式中所具有的中介效果,進而了解個變數間的關係與影響。研究方法是以問卷調查法,對象為使用過綠色3C產品消費者為主要研究對象。此外,採用便利抽樣的方式,透過臺灣北、中、南、東3C量販店發放問卷,共發放400份問卷,回收327份問卷,有效問卷304份,有效問卷回收率76%。
以描述性統計、信效度分析、皮爾森積差相關分析、多元逐步迴歸分析進行研究分析。研究結果發現:1.綠色3C產品知識對知覺價值、綠色消費態度與綠色消費行為皆具有正向影響;2.知覺價值對綠色消費行為具有正向影響;3.綠色消費態度對綠色消費行為具有正向影響;4. 知覺價值對綠色消費態度具有正向影響;5.知覺價值與綠色消費態度對綠色3C產品知識與綠色消費行為具有部分中介效果。
最後,本研究根據研究結果與討論提供3C產品消費者、業者與後續研究者提出具體建議,以供參考依據。

This study aimed to invest igate the behavior of green consumers 3C products that consumers green 3C product knowledge, perceived value, green consumer at t i tudes and relevance of green consumer behavior and discussion perceived value and green consumer at t i tudes in this behavior agency, which has the effect , and then understand the relat ionship between variables and influence. Research method is based on quest ionnai res, subjects used the 3C green consumer products as the main subject . In addi t ion, the use of convenience sampl ing method, through Taiwan in nor thern, cent ral , southern and eastern 3C discount stores quest ionnaires, a total of 400 quest ionnai res were sent , and 304 val id returns , wi th 76% return rate.
The col lected data were analyzed by using d escript ive statist ics, reliabi lity analysis, Pearson cor relat ion analysis,
mul t iple stepwise regression analysis. According to the
findings, the resul ts were summar ized as fol lows : 1. 3C Green
product knowledge on perceived value, green consumpt ion and
green consumer at t i tude posi t ive impact on green consumer
behavior; 2. Has a posi t ive impact on the perceived value of
green consumer behavior; 3. Green consumer at t i tudes towards
green consumer behavior has posi t ive effect ; 4. Has a posi t ive
impact on the perceived value of green consumer at t i tudes; 5.Perceived value and green consumer at t i tudes towards 3C green product knowledge and green consumer behavior part ial ly mediated.
Final ly, based on the resul ts of this study provide a
discussion of 3C products wi th consumers, indust ry and
subsequent researchers to make speci fic suggest ions for
reference.

目 錄
中文摘要 Ⅰ
Abstract Ⅲ
謝誌 Ⅴ
目錄 Ⅶ
表次 XI
圖次 XV
第一章 緒論
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的 6
第四節 研究範圍與限制 7
第五節 重要名詞釋義 8
第二章 文獻探討
第一節 綠色3C產品 10
第二節 綠色產品知識 17
第三節 知覺價值 27
第四節 綠色消費態度 33
第五節 綠色消費行為 38
第六節 綠色產品知識、知覺價值、綠色消費態度、消費
行為之相關研究 42
第三章 研究設計與實施
第一節 研究方法 47
第二節 研究架構與假說 48
第三節 研究變項之操作型定義 50
第四節 研究工具 54
第五節 研究流程 60
第六節 研究對象 62
第七節 資料分析方法 62
第八節 信度與效度分析 68
第四章 結果與討論
第一節 回收問卷之樣本資料分析 72
第二節 各變項之描述性統計分析 77
第三節 研究變項之關聯性分析 79
第四節 研究變項之多元逐步迴歸分析 85
第五節 知覺價值、綠色消費態度對於綠色3C產品知識
與綠色消費行為的中介效果分析 99
第六節 研究結果與討論 111
第五章 結論與建議
第一節 研究結論 112
第二節 研究建議 119
參考文獻
中文文獻 123
英文文獻 128
附錄
附錄一 問卷專家名單 147
附錄二 問卷效度審查之專家效度彙整表 148
附錄三 正式問卷 154

表 次
表2-1 3C電子產品分類表 11
表2-2 3C產品相關環保標章 14
表2-3 綠色和平評選各類別最環保的綠色電子產品
廠商 16
表2-4 國內外第一類環保標章 22
表2-5 國內外其他類之環境標誌 24
表2-6 產品/服務碳標籤與碳足跡宣告 25
表2-7 當前國際間碳足跡評估常用標準 26
表2-8 知覺價值衡量構面 31
表2-9 態度相關文獻整理 34
表3-1 綠色產品知識操作型定義 50
表3-2 知覺價值操作型定義 51
表3-3 綠色消費態度操作型定義 52
表3-4 綠色消費行為操作型定義 53
表3-5 綠色產品知識之量表 55
表3-6 知覺價值之量表 56
表3-7 綠色消費態度之量表 57
表3-8 綠色消費行為量表 59
表3-9 綠色產品知識量表之信度分析表 69
表3-10 知覺價值量表之信度分析表 70
表3-11 綠色消費態度量表之信度分析表 70
表3-12 綠色消費行為量表之信度分析表 71
表4-1 受測者性別基本資料分析表 72
表4-2 受測者年齡基本資料分析表 73
表4-3 受測者教育程度基本資料分析表 73
表4-4 受測者職業基本資料分析表 74
表4-5 受測者居住地區基本資料分析表 74
表4-6 受測者平均月收入基本資料分析表 75
表4-7 綠色3C產品之購買型態描述性統計分析表 76
表4-8 綠色3C產品之購買型態描述性統計分析表 78
表4-9 相關係數的強度大小與意義表 79
表4-10綠色3C產品知識變項與知覺價值變項及其構
面相關分析表 80
表4-11知覺價值變項及其構面與綠色消費行為變項及
其構面相關分析表 80
表4-12綠色3C產品知識變項與綠色消費行為變項及
其構面相關分析表 81
表4-13綠色3C產品知識變項與綠色消費態度變項及
其構面相關分析表 82
表4-14綠色消費態度變項及其構面與綠色消費行為變
項及其構面相關分析表 83
表4-15知覺價值變項及其構面與綠色消費態度變項及其
構面相關分析表 83
表4-16綠色3C產品知識與知覺價值之共線性 86
表4-17綠色3C產品知識變項與知覺價值變項之多元
逐步迴歸分析表 87
表4-18社會性價值、價格功能價值、品質功能價值、
情感性價值與綠色消費行為變項之之共線性 88
表4-19社會性價值、價格功能價值、品質功能價值、
情感性價值與綠色消費行為變項之多元逐步迴
歸分析表 90
表4-20綠色3C產品知識與綠色消費行為之共線性 91
表4-21綠色3C產品知識變項與綠色消費行為變項之
多元逐步迴歸分析表 92
表4-22綠色3C產品知識與綠色消費態度之共線性 92
表4-23綠色3C產品知識變項與綠色消費態度變項之
多元逐步迴歸分析表 93
表4-24綠色消費態度與綠色消費行為變之共線性 94
表4-25認知、情感、行為意向與綠色消費行為變項之
多元逐步迴歸分析表 96
表4-26認知、情感、行為意向與綠色消費態度變項之
共線性 97
表4-27社會性價值、價格功能價值、品質功能價值、
情感性價值與綠色消費態度變項之多元逐步迴
歸分析表 98
表4-28知覺價值變項對綠色3C產品知識與綠色消費
行為兩變項間的中介效果分析表 101
表4-29綠色3C產品知識與知覺價值之簡單迴歸分
析表 102
表4-30綠色消費態度變項對綠色3C產品知識與綠色
消費行為兩變項間的中介效果分析表 104
表4-31綠色3C產品知識與綠色消費態度之簡單迴歸
分析表 104
表4-32知覺價值變項對綠色3C產品知識與綠色消費
態度兩變項間的中介效果分析表 107
表4-33綠色3C產品知識與知覺價值之簡單迴歸分析
表 107
表4-34綠色消費態度變項對知覺價值與綠色消費行為
兩變項間的中介效果分析表 110
表4-35知覺價值與綠色消費態度之簡單迴歸分析表 110
表4-36綠色產品知識、知覺價值、綠色消費態度、
消費行為之影響分析研究假說表 111

圖 次
圖2-1 知覺價值模型 28
圖2-2 EKB消費者決策模型 40
圖3-1 本研究架構圖 48
圖3-2 研究流程 61
圖3-3中介變項示意圖 67

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