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研究生:陳雅雯
研究生(外文):Ya-wen Chen
論文名稱:以計畫行為理論探討消費者對綠色產品的購買意願之研究
論文名稱(外文):Using the Theory of Planned Behavior to Investigate Consumers'' Purchase Intention for Green Products
指導教授:紀信光紀信光引用關係
指導教授(外文):Hsin-kuang Chi
學位類別:碩士
校院名稱:南華大學
系所名稱:企業管理系管理科學碩博士班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:84
中文關鍵詞:購買意願知覺價值綠色產品計畫行為理論
外文關鍵詞:The Theory of Planned BehaviorPerceived ValuePurchase IntentionGreen Products
相關次數:
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  近年來,環保議題已成為世界趨勢,各國政府與企業藉由行銷手法將環保概念與綠色產品結合進行推廣。且國際地球日組織將2009-2010年的地球日主題訂為「綠色世代」,由此可知,「綠世代」已來臨。
  
  本研究以計畫行為理論為架構,探討消費者對綠色產品購買意願之研究,其中以行為意向與知覺價值作為中介變數。研究方法採問卷調查法,獲得有效問卷共273 份,回收率達83%,以結構方程模式驗證研究模式中之假設關係。
  
  本研究結果發現:(1)知覺行為控制、主觀規範與綠色產品分別對行為意向產生顯著的正向影響。(2)綠色產品對知覺價值有顯著正向影響。(3)行為意向與知覺價值分別對購買意願產生顯著的正向影響。(4)知覺行為控制對購買意願產生負向的影響。(5)行為意向分別在知覺行為控制與態度對購買意願的影響中,具有完全中介效果。(6)行為意向分別在主觀規範與綠色產品對購買意願的影響中,具有部分中介效果。(7)知覺價值在綠色產品對購買意願的影響中,具有部分中介效果。
  In recent years, the issue of concerning environmental protection has become a trend of the world. There are many ways to promote environmental protection and green products for governments and enterprises. And International Earth day Network will be the 2009 -2010 main theme of Earth Day, "GREEN GENERATION". This we can see that "Be Green" is coming.
  
  Based on the theory of planned behavior, this study analyzes the influence of the consumers to the green products and purchase intention. The mediating variables are behavior intention and. perceived value. This research method is the questionnaires; there are 273 effective questionnaires in the research in total, representing a response rate of 83%.
  
  Study the assumption relation in the model by the Structural Equation Modeling identification.The result of the study are as follows: (1) Perceived behavioral control, subject norm and green products are significant and positive effect to behavior intention, (2) green products has a positive influence on perceived value, (3) behavior intention and perceived value are positive influence on purchase intention, (4) perceived behavioral control has a negative influence purchase intention, (5) behavior intention has a absolute mediating effect individual perceived behavioral control and attitude toward the behavior to purchase intention, (6) behavior intention has a partial mediating effect for individual subject norm and green products to the purchase intention, and, (7)perceived value has a partial mediating effect between green products and purchase intention that.
中文摘要................................ ................................ ................................ ........ i
英文摘要................................ ................................ ................................ ....... ii
目錄................................ ................................ ................................ ............ iv
表目錄................................ ................................ ................................ ..... vii
圖目錄................................ ................................ ................................ ....viii
  
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 研究重點................................ ................................ .......................... 3
1.4 研究範圍與限制................................ ................................ .............. 3
1.5 研究流程................................ ................................ .......................... 4
 
第二章文獻探討................................ ................................ .......................... 5
2.1 理性行動理論................................ ................................ .................. 5
2.2 計畫行為理論................................ ................................ .................. 6
2.2.1 計畫行為理論構面之定義................................ ..................... 7
2.3 綠色產品................................ ................................ ........................ 13
2.3.1 綠色產品的定義................................ ................................ .... 13
2.3.2 綠色產品的特色................................ ................................ .... 15
2.4 知覺價值................................ ................................ ........................ 17
2.4.1 知覺價值的定義................................ ................................ .... 18
2.4.2 知覺價值的構面................................ ................................ .... 19
2.5 購買意願................................ ................................ ........................ 24
2.5.1 購買意願的定義................................ ................................ .... 24
2.5.2 購買意願的構面................................ ................................ .... 24
2.6 各研究變數之間的關係................................ ................................ . 25
 
第三章研究方法................................ ................................ ........................ 27
3.1 研究架構................................ ................................ ........................ 27
3.2 研究假說................................ ................................ ........................ 28
3.3 操作型定義................................ ................................ .................... 29
3.4 研究設計................................ ................................ ........................ 31
3.4.1 研究對象................................ ................................ .............. 31
3.4.2 前測分析................................ ................................ .............. 32
3.4.3 正式問卷設計................................ ................................ ...... 34
3.4.4 樣本數量................................ ................................ ............... 35
3.5 資料分析方法................................ ................................ ................ 35
3.5.1 信度分析................................ ................................ ............... 35
3.5.2 因素分析................................ ................................ ............... 35
3.5.3 敘述性統計(Descriptive Statistics)................................ .. 36
3.5.4 驗證性因素分析(Confirmatory Factor Analysis, CFA). 36
 
第四章實證分析................................ ................................ ........................ 42
4.1 敘述性統計分析................................ ................................ ............ 42
4.2 綠色認知統計分析................................ ................................ ........ 44
4.3 測量模式分析................................ ................................ ................ 45
4.3.1 測量模式分析................................ ................................ ...... 45
4.3.2 信度分析................................ ................................ .............. 47
4.3.3 建構效度................................ ................................ .............. 48
4.3.4 驗證性因素分析................................ ................................ ... 50
4.4 結構模式分析................................ ................................ ................ 54
4.5 路徑假設巢型驗證分析................................ ................................ . 56
4.6 路徑影響效果分析................................ ................................ ........ 60
4.7 驗證中介效果的競爭模式................................ ............................. 62
 
第五章結論與建議................................ ................................ .................... 65
5.1 結論................................ ................................ ................................ 65
5.1.1 綠色認知之發現................................ ................................ ... 65
5.1.2 整體研究架構之發現................................ ........................... 65
5.1.3 計畫行為理論與購買意願之關係................................ ....... 66
5.1.4 綠色產品、行為意向、知覺價值與購買意願之發現........ 67
5.2 管理意涵................................ ................................ ........................ 67
5.2.1 行為意向之影響重要性................................ ........................ 68
5.2.2 知覺價值之重要性................................ ............................... 68
5.3 建議................................ ................................ ................................ 69
 
參考文獻................................ ................................ ................................ ..... 71
一、中文部份................................ ................................ ....................... 71
二、英文部份................................ ................................ ....................... 74
附錄一正式問卷................................ ................................ ........................ 81
個人簡歷................................ ................................ ................................ ..... 84
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