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研究生:劉彥慶
研究生(外文):Yen-Ching Liu
論文名稱:消費者環境知識、環境關注與價格知覺對環保商品購買意願之影響
論文名稱(外文):Effects of Consumers'' Environmental Knowledge, Environmental Concern, Price Perception on Purchase Intention for Green Products
指導教授:周中理周中理引用關係
指導教授(外文):Chung-Li Chou
學位類別:碩士
校院名稱:朝陽科技大學
系所名稱:企業管理系碩士班
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:2011
畢業學年度:99
語文別:中文
論文頁數:116
中文關鍵詞:環境關注價格知覺購買意願環境知識
外文關鍵詞:environmental knowledgeenvironmental concernprice perceptionpurchase intention
相關次數:
  • 被引用被引用:10
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  • 評分評分:
  • 下載下載:217
  • 收藏至我的研究室書目清單書目收藏:2
近年來,由於自然環境變遷,消費者環保意識上升,加上企業紛紛投入環保商品的研發與製造,並於行銷活動中找尋較佳之商品決策與訂價決策,以強化消費者的購買意願。本研究主要在探討消費者的環境知識與環境關注對環保商品購買意願之影響,以及消費者價格知覺的干擾效果。本研究問卷發出154份問卷,有效問卷為154份。統計方法包括敘述性統計分析、信度與效度分析、相關分析與階層多元迴歸分析。而本研究之實證結論為消費者的環境知識與環境關注對其在特定的環保商品購買意願上具顯著正向影響。而消費者的價格知覺在環境知識與環保商品購買意願的影響關係上具干擾效果,同時在環境關注與環保商品購買意願的影響關係上亦具干擾效果。
In recent years, consumers have had a growing green awareness due to the change in environment. With more companies developing and manufacturing green products, they are in search for a better product and pricing decision in marketing campaigns to increase consumer purchase intentions. This study focuses on the effects of consumer environmental knowledge and environmental concern on purchase intention in green products as well as the involvement of consumer price perception. A total of 154 questionnaires were distributed and 154 valid questionnaires returned. The study uses descriptive statistics analysis, reliability and validity analysis, correlation analysis, and hierarchical multiple regression analysis. The empirical conclusions of this study include, consumer environmental knowledge and environmental concern have significant positive effect on the specific consumers’ green product purchase intention. Consumer price perception has a moderating effect on the relationship between environmental knowledge and purchase intention, and relationship between nvironmental concern and purchase intention.
目錄
摘要 I
Abstract II
誌謝 III
目錄 IV
表目錄 VI
圖目錄 IX
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5
第貳章 文獻回顧 7
第一節 環境知識 7
第二節 環境關注 11
第三節 價格知覺 16
第四節 購買意願 25
第参章 研究方法 28
第一節 研究架構 28
第二節 研究假說 29
第三節 研究變項與衡量題項設計 32
第四節 問卷設計 40
第五節 研究對象 43
第六節 資料分析方法 45
第肆章 資料分析與討論 47
第一節 樣本基本資料分析 47
第二節 敘述性統計分析 51
第三節 信度分析 55
第四節 效度分析 59
第五節 探索性因素分析 60
第六節 相關分析 67
第七節 階層多元迴歸分析 70
第伍章 結論與建議 99
第一節 研究結論 99
第二節 管理與實務意涵 104
第三節 研究限制及未來建議 106
參考文獻 107
附錄一 正式問卷 114
表目錄
表2-1-1國內、國外學者環境知識內涵表 9
表2-2-1新生態典範量表問項 15
表3-3-1開放性問卷回收情形 36
表3-3-2受訪者基本資料 37
表3-3-3環境知識量表 38
表3-3-4環境關注量表 40
表3-3-5價格知覺量表 41
表3-3-6購買意願量表 42
表3-4-1受訪者基本資料表 45
表4-1-1問卷回收概況 49
表4-1-2正式樣本基本資料分析 51
表4-2-1環境知識之敘述性統計分析 53
表4-2-2環境關注之敘述性統計分析 54
表4-2-3價格知覺之敘述性統計分析 55
表4-2-4購買意願之敘述性統計分析 56
表4-3-1環境知識之信度分析 58
表4-3-2環境關注之信度分析 59
表4-3-3價格知覺之信度分析 60
表4-3-4購買意願之信度分析 60
表4-5-1環境知識變項之KMO與Bartlett檢定 63
表4-5-2環境知識變項之因素分析 63
表4-5-3環境關注變項之KMO與Bartlett檢定 64
表4-5-4環境關注變項之因素分析 65
表4-5-5價格知覺變項之KMO與Bartlett檢定 66
表4-5-6價格知覺變項之因素分析 66
表4-5-7購買意願變項之KMO與Bartlett檢定 67
表4-5-8購買意願變項之因素分析 67
表4-6-1環境知識、環境關注、價格知覺與購買意願之相關分析 70
表4-7-1消費者的價格知覺干擾下環境知識對購買意願之考慮購買影響的階層多元迴歸分析 75
表4-7-2消費者的價格知覺干擾下環境知識對購買意願之承諾購買影響的階層多元迴歸分析 82
表4-7-3消費者的價格知覺干擾下環境關注對購買意願之考慮購買影響的階層多元迴歸分析 89
表4-7-4消費者的價格知覺干擾下環境關注對購買意願之承諾購買影響的階層多元迴歸分析 96
表5-1-1研究假說驗證結果 102
表5-1-2詳細研究假說驗證結果明細 104
圖目錄
圖1-3-1研究流程 7
圖2-3-1知覺價格帶 19
圖3-1-1 研究架構 30
圖3-4-1問卷發展過程 43
圖4-7-1 修改後概念性研究架構 73
圖4-7-2消費者的價格知覺干擾下環境知識對購買意願之考慮購買影響的階層多元迴歸分析 79
圖4-7-3價格知覺與根源保育環境知識之交互作用對考慮購買之影響 80
圖4-7-4消費者的價格知覺干擾下環境知識對購買意願之承諾購買影響的階層多元迴歸分析 86
圖4-7-5價格知覺與根源保育環境知識之交互作用對承諾購買之影響 87
圖4-7-6 修改後概念性研究架構 88
圖4-7-7消費者的價格知覺干擾下環境關注對購買意願之考慮購買影響的階層多元迴歸分析 94
圖4-7-8消費者的價格知覺干擾下環境關注對購買意願之承諾購買影響的階層多元迴歸分析 100
圖4-7-9價格知覺與對人類珍惜自然資源的關注之交互作用對承諾購買之影響 101
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