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研究生:李芙蓉
研究生(外文):Fu-Jung Li
論文名稱:消費者選購綠色產品之偏好結構與願付價格研究-以燈泡產品為例
論文名稱(外文):The Preference Structure and Willingness-to-pay of Choosing Green Products for Consumers-Take Bulb Products as an Example
指導教授:施勵行施勵行引用關係
指導教授(外文):Li-Hsing Shih
學位類別:碩士
校院名稱:國立成功大學
系所名稱:資源工程學系碩博士班
學門:工程學門
學類:材料工程學類
論文種類:學術論文
論文出版年:2008
畢業學年度:96
語文別:中文
論文頁數:118
中文關鍵詞:綠色產品品牌價值聯合分析法環境意識省電燈泡願付價格
外文關鍵詞:environmental awarenessthe energy saving lampwillingness-to-paybrand valuegreen productsconjoint analysis
相關次數:
  • 被引用被引用:23
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  • 評分評分:
  • 下載下載:551
  • 收藏至我的研究室書目清單書目收藏:6
氣候變遷以及能源價格高漲,消費者對於綠色產品接受逐漸升高,綠色消費已成為新的消費趨勢,相關的綠色行銷策略應運而生,企業發覺過去追求綠色產品的品質提升及相關綠色技術改良研發對於刺激消費者購買綠色產品慾望是不足夠的,還需致力於綠色品牌經營引發消費者對品牌的環境認同感促使增加購買綠色產品意願。本研究的主旨即在探討品牌對於消費者選購綠色產品之影響,並以國際品牌、台灣本土品牌以及賣場的自有品牌等三種不同類型之品牌所推出燈泡產品,以分析消費者對於購買一般燈泡及省電燈泡產品偏好以及品牌願付價格之差異。
本研究根據消費者對綠色產品選購重視層面,選定燈泡屬性包含有品牌、平均使用壽命、功率及價格等四種屬性,並運用聯合分析法評估出消費者對於一般燈泡及省電燈泡的屬性水準偏好結構差異,研究發現消費者選購燈泡產品最重視品牌屬性,此外更利用社經變數以及環境意識將消費者分群,探討選購偏好之差異外,最後則是計算出品牌間之願付價格差異,以進一步分析討論不同類型的品牌所產生的品牌效益。
Climate changes and price of energy runs high, consumers accept the green products gradually. Green consumption has already become a new trend. The related tactics of green marketing is arising, the enterprises found that improved the quality of green products and developed green technology was not enough to satisfy with consumers in the past. Enterprises thought they still need to build the green-product brand image. The purpose of this study intends to discuss how the brand influence consumers when they choose green products. The study used three different bulbs brands products, which includes international brand, Taiwan brand, and private brand as samples to analyze the preference structure and the difference of willingness-to-pay of bulb products by consumers.
According to the aspects that consumers concerned when choosing green products, the study selected four kinds of attribute of the bulb which include brand, life time, power and price. Use conjoint analysis to count the utility of the bulb attribute, and the researcher found the brand attribute is the most important factor for consumers choose bulb products. Besides, the researcher used ANOVA analysis and environmental awareness cluster to analyse the different preference structure. Finally, the research use the utility to count the willingness-to-pay of the different attributes of the bulb products.
中文摘要-------------------------I
英文摘要-------------------------II
致謝-----------------------------III
目錄-----------------------------III
表目錄---------------------------VII
圖目錄---------------------------IX

第一章 緒論---------------------1
1.1 研究背景與動機--------------1
1.2 研究目的--------------------3
1.3 研究方法與流程--------------4
1.4 研究範圍與對象--------------6

第二章 文獻回顧-----------------7
2.1 品牌價值--------------------7
2.1.1 品牌的相關理論------------7
2.1.2 品牌價值------------------15
2.1.3 品牌權益的定義------------17
2.1.4 品牌權益的衡量------------19
2.2 聯合分析法------------------23
2.2.1 聯分析法概念--------------23
2.2.2 聯合分析法運用過程--------27
2.3 綠色產品--------------------31
2.3.1 綠色產品簡介--------------31
2.3.2 省電燈泡簡介與屬性--------35
2.3.3 省電燈泡品牌討論----------40

第三章 研究方法-----------------48
3.1 研究架構--------------------48
3.2 建立屬性與水準值------------50
3.2.1 建立屬性------------------50
3.2.2 建立水準值----------------51
3.3 問卷設計--------------------55
3.3.1 問卷內容------------------56
3.3.2 對稱直交設計--------------59
3.3.3 問卷抽樣方法及樣本選擇----60
3.4 資料分析方法----------------60
3.4.1 聯合分析------------------60
3.4.2 願付價格------------------62
3.4.3 變異數分析----------------64
3.4.4 成對樣本t檢定-------------64

第四章 研究結果及討論-----------66
4.1 問卷樣本資料分析------------66
4.2 聯合分析結果----------------68
4.3 變異數分析------------------78
4.4 燈泡品牌相對願付價格--------83
4.5 燈泡其它屬性願付價格--------90
4.6 小結------------------------92

第五章 結論與建議---------------96
5.1 結論------------------------96
5.2 建議------------------------98

參考文獻------------------------100
中文部份------------------------100
英文部分------------------------102
網站部份------------------------108
附錄Ⅰ--------------------------109
附錄Ⅱ--------------------------114
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網頁部分
1.B&Q特力屋網站 http://www.bnq.com.tw/
2.川石光電網站 http://www.chuanshih.com.tw/main.htm
3.尼爾森 http://tw.nielsen.com/site/index.shtml
4.台灣飛利浦網站 http://www.philips.com.tw/
5.東亞照明網站 http://www.chinaelectric.com.tw/
6.美國行銷協會 http://www.ama.org.com
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