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研究生:陶長庚
研究生(外文):Cheng-KengTao
論文名稱:可攜式個人電腦綠色要素對消費者之購買意願影響之研究
論文名稱(外文):The Influences of Green Attributes of Portable Personal Computer on Consumer’s Purchase Behavior
指導教授:陳淑惠陳淑惠引用關係
指導教授(外文):Shu-Hui Chen
學位類別:碩士
校院名稱:國立成功大學
系所名稱:企業管理學系碩博士班
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:2012
畢業學年度:100
語文別:英文
論文頁數:133
中文關鍵詞:環保意識聯合分析綠色可攜式電腦綠色信任購買意願
外文關鍵詞:Environmental ConcernConjoint AnalysisGreen Portable PCGreen TrustPurchase Intention
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在現今社會中,可攜式個人電腦(如筆記本電腦和平板電腦)已經成為我們日常生活中相當重要的產品。台灣在全球可攜式電腦產品的生產製造以及品牌行銷方面,亦扮演著關鍵的角色。在過去的幾十年裡,越來越多的一般民眾和企業逐漸開始意識到保護環境的重要性。而在快速增長和不斷變化的可攜式電腦市場上,消費者們也逐漸體認到他們的購買行為可能對生態有直接或間接的影響。因此,這項研究辨認且整理出可攜式個人電腦的多項綠色屬性,其中包括省電、碳足跡、可回收性、安全性、簡化設計以及綠色認證,並且透過對可攜式個人電腦之消費者進行調查,進而探討和驗證這些綠色屬性對綠色可攜式個人電腦的消費者知覺價值以及購買意願的影響。
本研究首先採用了聯合分析法,並建立了一個概念研究模型來分析上述之綠色屬性對於產品知覺價值,綠色信任,以及購買意願的影響,同時也將環保意識和產品知覺獨特性的調節作用納入模型中。根據聯合分析的結果,省電要素是六個綠色屬性中最有影響力的因素。再者,模型分析的結果亦確立了六個綠色屬性與產品知覺價值之間的顯著關係。而產品知覺價值、綠色信任,以及購買意願之間的相互關係亦皆為正向且顯著的。最後,環保意識以及產品知覺獨特性在大多數綠色屬性和產品知覺價值之間的關係中所產生之調節效果也是顯著成立的。本研究希望能夠成為未來研究可攜式個人電腦產品綠色要素的基礎,亦期許能提供學術界及實務界在未來綠色行銷以及綠色消費行為的研究些許啟發。
Today, portable personal computers (e.g. notebook computer and tablet computer) have become essential products in our daily live. Taiwan in particular, plays a very important role in the production and marketing of global portable computer products. Over the past decades, the public and corporations increasingly start to recognize the importance of environmental protection. In the fast growing and changing portable PC markets, consumers are also gradually aware of their purchase behaviors that may have a direct or indirect impact on the ecology. As a result, this study identifies the green attributes of portable PCs that includes power-saving, carbon footprint, recyclability, safety, streamline design, and green accreditation in order to empirically investigate the effects of these green attributes on portable PC consumers’ value perception and purchase intention for green portable PCs. Subsequently, this study applies conjoint analysis and develops a conceptual model for analyzing the effects of these green attributes on perceived value, green trust, and purchase intention. The moderating effects of environmental concern and perceived uniqueness are also considered.
The result of conjoint analysis shows that power-saving is the most influential factor among the six green attributes. Moreover, the conceptual model analysis result approves the significant relationships between the six green attributes and perceived value. In addition, the interrelationships among perceived value, green trust, and purchase intention are all positively significant. Finally, the moderating effects are also significant in most of the relationships between the green attributes and perceived value. This study serves as a preliminary research for future exploration of the effects of green attributes for portable PCs in the context of green marketing and pro-environmental consumption behaviors.
ABSTRACT I
TABLE OF CONTENTS IV
LIST OF TABLES VII
LIST OF FIGURES IX
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation 1
1.2 Research Objectives and Contributions 3
1.3 Research Procedure 4
CHAPTER TWO LITERATURE REVIEW 6
2.1 Environmental Concern 6
2.2 Characteristics of Green Products 7
2.2.1 Green Portable Personal Computer 9
2.3 Attributes of Green Portable Personal Computer 10
2.3.1 Power-saving 12
2.3.2 Carbon Footprint 14
2.3.3 Recyclability 15
2.3.4 Safety 16
2.3.5 Streamline Design 18
2.3.6 Green Accreditation 19
2.4 Perceived Uniqueness 21
2.5 Perceived Value 22
2.6 Green Trust 23
2.7 Purchase Intention 25
2.8 Conjoint Analysis 26
2.9 Hypothesis Development 28
2.9.1 Relationship between Green Portable PC Attributes and Perceived Value 28
2.9.2 Relationship between Perceived Value and Green Trust 30
2.9.3 Relationship between Perceived Value and Purchase Intention 30
2.9.4 Relationship between Green Trust and Purchase Intention 31
2.9.5 Moderating Effect of Environmental Concern on the Relationship between Green Portable PC Attributes and Perceived Value 32
2.9.6 Moderating Effect of Perceived Uniqueness on the Relationship between Green Portable PC Attributes and Perceived Value 33
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 36
3.1 Conceptual Model and Research Design 36
3.2 Construct Measurement 39
3.2.1 Green Portable PC Attributes 39
3.2.2 Environmental Concern 40
3.2.3 Perceived Uniqueness 42
3.2.4 Perceived Value 42
3.2.5 Green Trust 43
3.2.6 Purchase Intention 44
3.3 Questionnaire Design 44
3.4 Pretest 45
3.4.1 Factorial Design 45
3.4.2 Pretest Result 48
3.5 Sampling and Data Analysis Techniques for Study 1 50
3.6 Sampling and Data Analysis Techniques for Study 2 51
CHAPTER FOUR RESEARCH RESULTS AND DISCUSSION 52
STUDY 1 52
4.1 Descriptive Analysis for Study 1 52
4.1.1 Data Collection 52
4.1.2 Characteristics of Respondents 52
4.2 Conjoint Analysis 54
4.2.1 Utility Scores 54
4.2.2 Average Importance Scores 58
STUDY 2 59
4.3 Descriptive Analysis for Study 2 59
4.3.1 Data Collection 59
4.3.2 Characteristics of Respondents 59
4.4 Measurement Result 61
4.5 Factor Analysis and Reliability Test 65
4.5.1 Green Portable PC Attributes 65
4.5.2 Environmental Concern 70
4.5.3 Perceived Uniqueness 71
4.5.4 Perceived Value 71
4.5.5 Green Trust 72
4.5.6 Purchase Intention 73
4.6 Relationships Among Research Variables 74
4.6.1 Relationship between Green Portable PC Attributes and Perceived Value 74
4.6.2 Relationship between Perceived Value and Green Trust 83
4.6.3 Relationship between Perceived Value, Green Trust and Purchase Intention 84
4.6.4 Moderating Effect of Environmental Concern 86
4.6.5 Moderating Effect of Perceived Uniqueness 95
CHAPTER FIVE CONCLUSIONS AND SUGGESTIONS 105
5.1 Research Conclusions 105
5.2 Managerial Implications 111
5.3 Limitations and Future Research Directions 114
REFERENCE 116
APPENDIX A SURVEY QUESTIONNAIRE FOR STUDY 1……………………..124
APPENDIX B SURVEY QUESTIONNAIRE FOR STUDY 2……………………..128

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