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研究生:林美娟
研究生(外文):LIN MEI CHUAN
論文名稱:購買有機化妝品行為之研究:信任模式與綠色行銷整合之檢視
論文名稱(外文):The Study of Buying Organic Cosmetics: Examination of the Integration of Trust Model and Green Marketing
指導教授:周文賢、梁世安老師
指導教授(外文):CHOW, WAYNE-SIEN and LIANG, SHIH-ANN
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:120
中文關鍵詞:綠色行銷有機信任綠色產品態度
外文關鍵詞:green marketingorganictrustgreen product attitude.
相關次數:
  • 被引用被引用:10
  • 點閱點閱:656
  • 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:10
永續發展之全球環保議題已成為世界潮流,台灣亦隨之而起一股「有機」、「樂活」風潮。在有機產業逐漸擴大的情形下,有機化妝品市場更以超過20%的驚人潛力成長。
有機產品亦為綠色產品的一種,故廠商可以採用綠色行銷的方式來推廣有機產品,然而,他們都面臨著不被信任的威脅。首先,大部份綠色產品的市場不再快速成長,原因之一為消費者不再相信廠商所宣稱的綠色訴求;其次,台灣仍未實施有機化妝品的認證制度,消費者在挑選國外進口的有機化妝品時,沒有一個單一明確的台灣有機認證作參考;最後,台灣政府在2004年、2007年檢驗出有機農業殘留農藥,這些都導致消費者的信心不足。故本研究擬以綠色行銷和信任模式的整合,探討下列的問題:
(1) 建構在有機化妝品產業中,銷售人員特質、公司聲譽、產品知識、制度信任對銷售人員信任、組織信任與綠色產品態度之關係模式。
(2) 找出影響消費者購買有機化妝品之綠色因素。
(3) 探討信任或綠色產品偏好對消費者行為意向的影響。
本研究以綠色行銷的概念為核心,結合有機化妝品的產業特性與信任理論,建構出一套整體性的信任流程,其中包含信任產生的原因、信任種類、綠色產品態度和消費者最終的行為意向。研究對象為曾經購買過有機化妝品的消費者,在網路及實體通路上發放問卷,並使用LISREL統計軟體為主要分析工具。
本研究主要的結果有三點:
(1) 要增加銷售人員信任,可以藉由加強銷售人員特質與消費者的產品知識;要提高組織信任及產品喜好,則從公司聲譽、產品知識與制度信任著手。
(2) 綠色行銷的運用確實會影響購買者的決策。
(3) 組織信任和綠色產品態度會正向影響行為意向。
Global eco-issues of sustainable development have been the trend of the world, and Taiwan is no exception. Recently, Taiwan has the upcoming wave of so called “organic” and “lohas.” Under the growth of organic market, the organic cosmetic market expanded by over 20%.
“Organic product” is a type of green products, so firms can use the method of green marketing to promote organic products sales. However, both of them are facing distrust threat. First, most green products markets haven’t grown rapidly because of customers don’t believe what the green firms claim any more. Second, Taiwan hasn’t implemented a certificate system for organic cosmetics and therefore customers don’t have a comparable Taiwanese organic certificate to consult when picking out organic cosmetics that imported from abroad. Finally, Taiwan government found out some organic farming had pesticides remained recently. All of these contributed to customer’s distrust. This study would like to integrate green marketing and trust model for exploring the questions below:
1. Construct a relation model of the salesperson characteristics, company reputation, product knowledge and institutional confidence in their salespersons,, organization trust, and green product attitude in the organic cosmetic industry.
2. Find out the green factors that influence consumers to buy organic cosmetics.
3. Explore the influence of trust and green product preference to customer’s behavior intention.
This study is primarily based on green marketing, and combines the industrial property of organic cosmetics and trust theory. The flow of holistic trust, including the reasons for generating trust, types of trust, green products, and behavioral intention of the consumers are conducted in the research. Customers who have bought organic cosmetics before are bodies of the study. The answers of questionnaires are collected by using internet and traditional channels and data is analyzed by LISREL.
The conclusions of this study could be summarized as follows:
1. Salesperson trust can be increased by enhancing salesperson characteristics and customers’ product knowledge. On the other hand, to increase the organization trust and product popularity, the best way is to start from building the reputation of the company, the knowledge of their products, and their internal institution trust.
2. Implementing green marketing will significantly influence buyers’ decision and purchase behavior.
3. Organization trust and green product attitude will positively influence behavioral intention.
目錄 I
表目錄 III
圖目錄 V
第一章 緒論 1
1.1研究背景 1
1.2研究動機 3
1.3研究目的 4
1.4章節結構 5
第二章 文獻回顧 6
2.1有機化妝品 6
2.2綠色行銷 10
2.3信任理論 18
2.4信任前置因子 28
2.5產品態度 35
第三章 研究方法 38
3.1研究架構 38
3.2研究假說 39
3.3變數定義 45
3.4問卷設計 52
3.5抽樣設計 53
3.6資料分析方法 54
第四章 實證分析 60
4.1前測分析 60
4.2樣本輪廓分析 66
4.3信度與效度分析 70
4.4模式評估 76
4.5效果分析 82
4.6結果討論 86
4.7小結 89
第五章 結論與建議 93
5.1研究發現 93
5.2策略涵義 94
5.3研究貢獻 95
5.4研究限制 96
5.5後續研究建議 97
附錄A 113
附錄B 120
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