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研究生:吳佳蓉
研究生(外文):Chia-Jung Wu
論文名稱:生活型態與綠色消費意願之研究-以環境知覺與環境知識為干擾變項
論文名稱(外文):The Study of Relationship between Lifestyle and Green Purchase Intention - Using Environmental Awareness and Environmental Knowledge as Moderator
指導教授:楊濱燦楊濱燦引用關係
指導教授(外文):Bin -Tsann Yang
學位類別:碩士
校院名稱:中國文化大學
系所名稱:國際企業管理研究所
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:201
中文關鍵詞:生活型態環境知覺環境知識綠色消費意願
外文關鍵詞:lifestyleenvironmental awarenessenvironmental knowledgegreen purchase intention
相關次數:
  • 被引用被引用:11
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  • 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:11
綠色消費已成為全球的環保趨勢,因此,綠色消費市場未來將深具潛力。為擴展綠色消費意願之知識領域,本研究以生活型態為自變項,探討生活型態與綠色消費意願之關係,並以環境知覺與環境知識為干擾變項,進一步釐清兩變數間的關係。
本研究資料蒐集是以問卷形式進行,以具有3C產品消費經驗的消費者作為研究對象。並且,以生活型態變數作為市場區隔基礎,資料分析則利用因素分析對生活型態變數進行資料縮減,再以集群分析法進行市場區隔,之後,採用單因子變異數分析與單因子共變數分析,驗證本研究所提之假設。
本研究結果顯示,透過生活型態變數進行有效的市場區隔,分為:積極活躍族、理性規劃族、流行時尚族與自負前衛族。並且,不同生活型態集群的消費者,其綠色消費意願間具有顯著差異。本研究進一步發現,樂於環保行動、大自然關係以及環境知識皆對生活型態與綠色消費意願間之關係具有干擾效果,唯環境感覺則對生活型態與綠色消費意願間之關係不具有干擾效果。
Obviously, green purchase has become the trend in the world, and we can there-fore expect a potential market for green consumers. For expanding the epistemic sphere on green purchase, the research takes lifestyle as an independent variable to explore the relationships between lifestyle and green purchase intention. Through the moderate function on environmental awareness and environmental knowledge, we can clarify further the relationship between two variables.
The research data is collected by questionnaires, which completed by customers who had experience consuming 3C products. Market segmentation is based on life-styles of consumers. Factor analysis is employed for dimension reduction, cluster analysis is applied for classification, and some statistical method, such as one-way ANOVA, one-way ANCOVA are used to verify the hypothesis that were presented in this study.
The study shows, through the process of segmentation, four consumer types: ac-tive tendency, reasoned and planned tendency, fashion following, arrogance tendency. The research also shows significant difference between market segmentation in green purchase intention. Further readiness for pro-environmental action, relation to nature and environmental knowledge moderate the relationship between lifestyle and green purchase intention, but environmental feelings don’t moderate the relationship between two variables.
中文摘要 ..................... iii
英文摘要 ..................... iv
誌謝辭  ..................... v
內容目錄 ..................... vi
表目錄  ..................... viii
圖目錄  ..................... xi
第一章  緒論................... 1
  第一節  研究背景............... 1
  第二節  研究問題與研究目的.......... 4
第三節  研究架構與研究假設.......... 7
第二章  文獻探討................. 20
  第一節  生活型態............... 20
  第二節  環境知覺............... 37
  第三節  環境知識............... 53
第四節 綠色消費意願............. 73
第三章 研究方法................. 90
第一節 研究變項定義與測量工具........ 90
第二節 樣本研究與資料蒐集.......... 94
第三節 資料分析方法............. 97
第四章 分析結果................. 102
第一節 基本資料分析............. 102
第二節 生活型態之探索性因素分析....... 105
第三節 信度分析............... 113
第四節 生活型態集群分析與區別分析...... 121
第五節 相關分析............... 127
第六節 消費者生活型態與綠色消費意願之關係分析................... 128
第七節 消費者不同的生活型態受到環境知覺干擾對綠色消費意願影響之分析.......
131
第八節 消費者不同的生活型態受到環境知識干擾對綠色消費意願影響之分析....... 143
第五章  結論與建議................. 149
  第一節  結論.................. 149
  第二節  建議.................. 153
參考文獻 ...................... 157
附錄  研究問卷................... 196
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