臺灣博碩士論文加值系統

因全球暖化，海平面上升，眾多的氣候和自然現象的改變，造成許多國家開始實施低碳化經濟，根據國際能源總署(IEA)2007年報導，台灣平均二氧化碳排放量以十一點二六噸，排名全世界第十八，而我國也積極推動「再生能源發展條例」，由此可知，台灣未來是愈來愈重視綠色產業，也由於國民的環保意識逐漸提高，促使環保車產業興起，可見環保車的重要性及未來性。
因此許多國家及國內的學者在研究消費者對綠色產品的態度及購買意願，而汽車業環保車的興起，但先前的研究並未預測消費者的心理及購買行為，畢竟環保車是高價格的環保產品，所以必須先去瞭解消費者購買環保車前的心理。
因此本研究的目的在於瞭解消費者對環境的知識及關心，能清楚得知消費者對於環境目前的瞭解程度，而後探討影響消費者購買環保車的因素，能得知消費者購買環保車的意願及購買行為。
本研究問卷前測經過30份進行前測，採取便利抽樣法，在地點上採攔截式訪談及網路問卷，共回收520份問卷，有效問卷為502份，分析方法採用Structural Equation Modeling-LISREL，以驗證性因素分析(CFA)驗證本研究模型。研究結果發現產品知識、環境關心、認知價值及政府政策皆顯著地影響消費者的購買意圖，而認知風險對購買意圖有負相關影響，進而影響到消費者的購買行為。本研究結論可將結果提供給業者及政府單位作一參考。

Due to the increase in global warming and climate change, many countries have established regulations to carry out low-carbon economic. According to International Energy Agency (IEA)’s report, it has shown that in Taiwan, the average releasing of Carbon Dioxide has reported to be high compares to other countries. Nevertheless, consumers in Taiwan are optimistically becoming more environmentally conscious. Thus, this cannot deny the fact that green products, such as, eco-friendly vehicles are steadily becoming an important core product.
Many extant researches has reflected the understanding of consumer’s attitude and purchase intentions towards green products, such as recycled paper, variable-frequency AC.., yet there is still call for researches on eco-friendly vehicles. In this study we examined potential affecting factors on consumer’s purchase intentions and behavior towards eco-friendly vehicles.
After pilot testing, a total of 520 questionnaires were distributed, the effective sample size, thus, was 502. A confirmatory factor analysis (CFA) was performed using structural equation model (SEM). The survey results provide reasonable support for the validity of the proposed model. Specifically, the findings from the structural equation model confirmed a positive influence of the consumers’ product knowledge, environmental concern, perceived value and government policy on their purchase intentions and behavior towards eco-friendly vehicles. In addition, the relationship between intentions and actual purchase has found to be strong. These findings have practical implicat

目錄 I
圖目錄 IV
表目錄 V
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 5
第三節 研究目的 6
第四節 研究流程 7
第二章 文獻探討 8
第一節 產品知識 8
第二節 環境關心 10
第三節 認知價值 12
第四節 認知風險 15
第五節 政府政策 18
第六節 購買意願 21
第七節 購買行為 22
第八節 理論基礎 23
第三章 研究方法 27
第一節 研究架構 27
第二節 研究假設 28
第三節 變數定義及衡量 30
第四節 研究設計 34
第五節 調查方法 35
第六節 統計分析方法 36
第四章 實證分析與結果 39
第一節 樣本結構分析 39
第二節 敘述性統計 41
第三節 驗證性因素分析 43
第四節 研究模型配適度 48
第五節 SEM實證結果 49
第五章 討論 51
第一節 研究結果討論 51
第二節 管理意涵 53
第六章 結論 55
第一節 研究限制 55
第二節 後續研究建議 55
參考文獻 56
附 錄 一 59

圖目錄
圖 1-1 1999-2007美國油電車市場銷售趨勢圖 2
圖 1-2 2008年4月美國油電混合車銷售量 3
圖 1-3 「民眾認為應該為地球生態與環境永續的問題盡一份心力」的比例 3
圖 1-4 研究流程圖 7
圖 3-1 研究架構圖 27
圖 4-1 研究模型路徑分析係數圖 50


表目錄
表 2-1 認知價值相關研究整理表 14
表 2-2 認知風險相關文獻表 17
表 2-3 政府未來環保展望表 18
表 2-4 政府對環保車的推廣表 19
表 3-1 綠色產品知識衡量表 30
表 3-2 環境關心衡量表 31
表 3-3 認知價值衡量表 31
表 3-4 認知風險衡量表 32
表 3-5 政府政策衡量表 33
表 3-6 購買意願衡量表 33
表 3-7 購買行為衡量表 34
表 3-8 Cronbach’s α 係數之評定標準 38
表 4-1 樣本結構分析表 40
表 4-2 各構面及問項的平均數統計表 41
表 4-3 因素分析表 44
表 4-4 各構面信度分析表 46
表 4-5 本研究模型配適度考驗指標摘要表 48
表 5-1 本研究檢定結果表 51

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三、網路資源
經濟部能源局
http://www.moeaboe.gov.tw
行政院環保署
http://www.epa.gov.tw/
行政院環保署移動污染源管制網
http://mobile.epa.gov.tw/petrol.aspx
行政院環保署綠色車輛指南網
http://car.itri.org.tw/GreenCar/GreenCar.aspx
行政院經濟建設委員會
http://www.cepd.gov.tw/