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研究生:陳筠欣
研究生(外文):Chen Yun Shin
論文名稱:綠色節能電子商品消費行為模式:效能與效率觀點
論文名稱(外文):The model of consumption behavior for green energy saving electronic goods: Based on perspective effective and efficient
指導教授:吳立偉吳立偉引用關係
指導教授(外文):Wu Li Wei
口試委員:張國雄李元恕
學位類別:碩士
校院名稱:東海大學
系所名稱:管理碩士在職專班
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:2010
畢業學年度:98
語文別:中文
論文頁數:53
中文關鍵詞:科技接受模式節能知識利他主義道德判斷社會規範
外文關鍵詞:Technology Acceptance Model (TAM)Energy saving knowledgeAltruismMoral judgmentSocial Norm
相關次數:
  • 被引用被引用:3
  • 點閱點閱:378
  • 評分評分:
  • 下載下載:3
  • 收藏至我的研究室書目清單書目收藏:0
在過去關於綠色商品的研究裡,多著重於綠色行銷、綠色採購方面的探討。鮮少針對特定商品做消費者行為的研究。本研究即要以綠色節能電子商品之消費行為模式來探討消費者對於購買此種商品之行為意圖為荷。

由於本研究認為會購買綠色節能電子商品的消費者,多基於對維護地球生態之「節能減碳」,或是認為可以「節省電費」的信念。再加上在過去關於行為意圖之研究裡的-理性行為理論、計劃行為理論、科技接受理論為基礎,做為本研究之模組架構。

本研究以個人因素裡的「節能知識」、「利他主義」,道德因素裡的「道德判斷」,社會因素裡的「社會規範」做為外生變數;並以「節能減碳有用性」及「知覺節省」做為中介變數,來探討影響消費者對購買綠色節能電子商品「行為意圖」的關鍵因素。

本研究以居住在以台灣居民為受訪對象,採用問卷調查的方式收集資料並進行分析。得到重要結論分述如下:

一、「節能減碳有用性」及「知覺節省」會正面影響消費者之「行為意圖」。
二、「節能知識」不會影響「節能減碳有用性」及「知覺節省」。
三、「利他主義」會正面影響「節能減碳有用性」及「知覺節省」。
四、「道德判斷」對「節能減碳有用性」及「知覺節省」的影響有顯著的關係。
五、社會因素裡的「社會規範」會正面影響「節能減碳有用性」及「知覺節省」。


In pervious researches in regards to the green products, which were generality focusing on green marketing and green purchasing fields. It is rarely to investigate the consumer behavior for particular goods. This study is exploring the motives of behavior intention for customers to purchase the green energy saving electronic goods.

Our study is base on the beliefs of “energy saving and carbon reduced” and “cost saving”, considering the customers whom will purchase the green energy saving electronic goods. And moreover, the former researches of TRA、TPB and TAM are also applies as the basis theory for this study model.

In order to probe the critical factors of customer’s intention behavior for purchasing. This paper adopted the “Energy saving of knowledge” and “Altruism “ from the personal factor , the “Moral judgment” from the moral factor and “Social norm” from the society factor as the exogenous variables in the research model. And the mediators are beliefs of “ energy saving and carbon reduction usefulness” and “perception saving”.

This empirical study is collected the data from Taiwanese residents by questionnaire and analyzed by SPSS. And the conclusion is as follows:

1. The “energy saving and carbon reduction usefulness” and “perception saving” will positive effect to the “behavior intention”.
2. The” Energy saving knowledge” has not correlated to the ” energy saving and carbon reduction usefulness” and “perception saving”.
3. The “Altruism” will positive effect to the “ energy saving and carbon reduction usefulness” and “perception saving”.
4. The “Moral judgment “ has significant correlated to the ” energy saving and carbon reduction usefulness” and “perception saving”.
5. The” social norm “ has positive effected to the “ energy saving and carbon reduction usefulness” and “perception saving”.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 6
第二章 文獻探討與研究假設 8
第一節 理論基礎 8
第二節 研究假設 13
第三章 研究方法 24
第一節 研究架構 24
第二節 資料收集 25
第三節 量表發展 27
第四節 信度與效度分析 29
第四章 資料分析與結果 31
第一節 相關係數 31
第二節 假設驗證 32
第五章 結論與建議 35
第一節 研究結論 35
第二節 管理意涵與貢獻 39
第三節 研究限制與後續研究建議 41
參考文獻 42
中文文獻: 42
英文文獻: 43


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