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研究生:王冠為
研究生(外文):WANG KUAN WEI
論文名稱:價值觀對中部大學生綠色品牌知識、態度及行為意圖之研究-以星巴克為例
論文名稱(外文):Study of Sense of Value upon Knowledge, Attitude, Behavior Intention Towards Green Brand Among University Student in Central Taiwan – Illustrated with Starbucks
指導教授:呂佳茹呂佳茹引用關係
指導教授(外文):LU CHIA-JU
學位類別:碩士
校院名稱:亞洲大學
系所名稱:休閒與遊憩管理學系碩士班
學門:民生學門
學類:觀光休閒學類
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:109
中文關鍵詞:價值觀集體主義利他主義綠色品牌知識態度行為意圖
外文關鍵詞:ValuesCollectivismAltruismGreen BrandKnowledgeAttitudeBehavior intention
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近年來隨著全球化的推動之下,環境破壞的情況越來越明顯,美國一項最新研究指出,未來四十年,要是人類不迅速改變,那麼全球為融冰而付出的經濟損失總量,將高達2.4兆到24兆美元之間,為了減輕人類對環境的破壞,於是推動綠色消費,也由於綠色消費興起,使得大部分的消費者也有購買綠色產品的趨勢。本研究以Ramsey and Rickon (1997)所提出的知識-態度-行為模式為理論基礎,並加入綠色品牌與價值觀中的集體主義及利他主義相關文獻發展本研究之研究。
本研究採問卷調查法,以中部四所大學生為研究對象,選擇「星巴克」綠色品牌為研究標的,共取得400份有效問卷。由問卷結果發現,(一)價值觀之集體主義與綠色品牌態度有正向顯著影響;(二)價值觀之集體主義與綠色品牌行為意圖有間接影響(三)價值觀之利他主義對綠色態度有正向顯著影響;(四)價值觀之利他主義對綠色品牌行為意圖有正向顯著影響;(五)綠色品牌知識與綠色品牌態度有正向顯著影響;(六)綠色品牌態度與綠色品牌行為意圖有正向顯著影響;(七)不同背景在不同構面上有顯著差異影響。
In recent years, the scenario of environmental destruction has turned more and more evident along with the facilitation of globalization. As indicated from a latest study of the States, if the mankind does not quickly make change in the coming forty years, the total of economic loss as of melting ice worldwide can reach as high as US$2.4 trillion to US$ trillion. In order to reduce the destruction to environment by mankind, green consumption has thus been facilitated; with the rise of green consumption, it has rendered most of the consumers to turn into the trend of purchasing green products. This study has based on the knowledge-attitude-behavior model put forth by Ramsey and Rickon (1997) as its theoretical foundation, with the addition of collectivism among green brand and sense of value and related literatures of altruism to develop the research of this study.

This study employs questionnaire survey, and has taken subjects of university students in central Taiwan for study, selecting the green brand “Starbucks” as its subject of study, with a total of 400 copies of valid questionnaires being collected. As learned from questionnaire results, it is found that: 1. collectivism of sense of value will render positive and prominent impact upon green brand; 2. collectivism of sense of value will render indirect impact upon behavior intention of green brand; 3. altruism of sense of value will render positive and prominent impact upon green attitude; 4. altruism of sense of value will render positive and prominent impact behavior intention of green brand; 5. consciousness of green brand will render positive and prominent impact upon attitude of green brand; 6. attitude of green brand will render positive and prominent impact upon behavior intention of green brand; 7. there is prominent impact of difference under diverse background and aspects.
謝誌 I
中文摘要 II
英文摘要 III
目 錄 IV
表目錄 V
圖目錄 VI
第一章 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
第四節 研究範圍與限制 6
第五節 研究標的 7
第二章 文獻探討 8
第一節 價值觀 8
第二節 綠色議題相關研究 18
第三節 綠色品牌 21
第四節 綠色品牌知識 25
第五節 綠色品牌態度 29
第六節 綠色品牌行為意圖 32
第三章 觀念性架構及假說推導與建立 35
第一節 觀念性架構 35
第二節 假說推導與建立 36
第四章 研究方法與設計 38
第一節 研究方法 38
第二節 研究變數與衡量 38
第三節 問卷設計 44
第四節 資料分析方法 45
第五章 量化研究結果 48
第一節 問卷前測 48
第二節 正式問卷實施方法與樣本結構分析 49
第三節 控制變項與人口統計變項差異之分析 54
第四節 構念衡量的信效度 59
第五節 研究假說檢定 68
第六章、結論與建議 73
第一節 本研究之結論 73
第二節 學術貢獻與實務意涵 77
第三節 研究限制與未來研究方向 81
參考文獻 82
附錄一 100

表目錄
頁次
表2-1 各學者價值觀的定義 10
表2-2 Hofstede(1997) 個人與集體主義的特性比較 13
表2-3 Triandis整理個人與集體主義特質的相關研究 14
表2-4 各學者對於利他主義的定義 17
表2-5 各學者對於綠色行銷的定義 19
表2-6 各學者對品牌的定義 22
表2-7 各學者綠色品牌的定義 23
表2-8 國內綠色品牌相關文獻 24
表2-9 態度的定義 29
表2-10 綠色品牌態度的定義 31
表2-11 各學者消費者行為定義 32
表2-12 行為意圖的定義 33
表4-1 本研究之衡量構面 43
表5-1 前測問卷構面之Cronbach α 值 49
表5-2 受訪者之背景資料 50
表5-3 集體主義之平均數及標準差 51
表5-4 利他主義之平均數及標準差 52
表5-5 綠色品牌知識之平均數及標準差 52
表5-6 綠色品牌態度之平均數及標準差 53
表5-7 綠色品牌行為意圖之平均數及標準差 53
表5-8 集體主義之T-test、ANOVA 分析表 54
表5-9 利他主義之T-test、ANOVA 分析表 55
表5-10 綠色品牌知識之T-test、ANOVA 分析表 56
表5-11 綠色品牌態度之T-test、ANOVA 分析表 57
表5-12 綠色品牌行為意圖之T-test、ANOVA 分析表 58
表5-13 量表構面信度Cronbach’s α值 60
表5-14 原始衡量模式配適度指標結果 61
表5-15 修正後配適度指標結果 62
表5-17 修正後衡量模式信、效度分析 65
表5-17 修正後衡量模式信、效度分析(續) 66
表5-18 研究模式變數間之Pearson相關分析結果 68
表5-19 本研究模式之路徑分析結果 69
表5-20 結構模式估計 70
表5-21 研究假說與實證結果 72

圖目錄
頁次
圖1-1 研究流程 5
圖2-1 Keller的品牌知識架構 26
圖2-2 品牌態度 30
圖2-3 知識-態度-行為模式 34
圖2-4 綠色品牌知識、綠色品牌態度、綠色品牌行為意圖關係圖 34
圖3-1 觀念性架構圖 35
圖5-1 路徑分析圖 70
圖5-2 整體結構模式圖 71
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