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研究生:王素珍
研究生(外文):Sui ChenOng
論文名稱:The Moderating Role of Price Consciousness on How Attitude and Subjective Norm Affect Purchase Intention – A Case Study of Organic Cosmetic Products in Malaysia
論文名稱(外文):The Moderating Role of Price Consciousness on How Attitude and Subjective Norm Affect Purchase Intention – A Case Study of Organic Cosmetic Products in Malaysia
指導教授:陳永信陳永信引用關係
指導教授(外文):Yung-Hsin Chen
學位類別:碩士
校院名稱:國立成功大學
系所名稱:國際經營管理研究所碩士班
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:2012
畢業學年度:100
語文別:英文
論文頁數:80
外文關鍵詞:Theory of planned behaviorEnvironmental consciousnessHealth consciousnessAppearance consciousnessAttitudeSubjective normPurchase intentionPrice consciousnessOrganic cosmetic productsMalaysia
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  • 點閱點閱:191
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This paper incorporates the Theory of Planned Behavior (TPB) in studying the consumers’ behavior in the context of organic cosmetic products. Our conceptual framework incorporates three distinct constructs of consumer beliefs that antecedent to the attitude: environmental consciousness, health consciousness, and appearance consciousness. Additional construct – price consciousness is hypothesized to moderates the effects attitude and subjective norm on purchase intention, respectively. Online survey was conducted for data collection and a total of 263 consumers in Malaysia have supported this survey. The results indicate that environmental consciousness has no effect on attitude toward organic cosmetic products, while health and appearance consciousness show positive effects. Nevertheless, price consciousness that acts as a moderator does not show any moderating effect. The theoretical and managerial implications of the results as well as the future research recommendations are discussed.
ABSTRACT I
ACKNOWLEDGEMENTS II
TABLE OF CONTENTS III
LIST OF TABLES VII
LIST OF FIGURES IX
CHAPTER ONE INTRODUCTION 1
1.1 Research Background. 1
1.2 Research Motivation. 3
1.3 Research Objectives and Expected Contributions. 6
1.4 Research Scope. 7
1.5 Research Flow. 7
1.6 Research Structure. 9
CHAPTER TWO LITERATURE REVIEW 10
2.1 Theoretical Background. 10
2.1.1 Theory of Planned Behavior (TPB). 10
2.2 Definition of Research Constructs. 13
2.2.1 Definition of Organic Cosmetic Products. 13
2.2.2 Defining the Target Behavior and Purchase Intention. 14
2.2.3 Consumer Beliefs. 14
2.2.4 Price Consciousness. 15
2.3 Hypotheses Development. 15
2.3.1 The Relationship between Environmental Consciousness and Attitude toward Product. 15
2.3.2 The Relationship between Health Consciousness and Attitude toward Product. 16
2.3.3 The Relationship between Appearance Consciousness and Attitude toward Product. 17
2.3.4 The Relationship between Attitude toward Product and Behavioral Intention. 18
2.3.5 The Relationship between Subjective Norm and Behavioral Intention. 18
2.3.6 The Influence of Moderating Effect of Price Consciousness on the Relationship among Attitude toward Product, Subjective Norm and Purchase Intention. 19
CHAPTER THREE METHODOLOGY 21
3.1 Research Model. 21
3.2 Operationalization of Research Variables. 22
3.2.1 Independent Variables. 22
3.2.2 Dependent Variables. 22
3.2.3 Moderating Variable. 22
3.3 Construct Measurement. 23
3.3.1 Environmental Consciousness. 23
3.3.2 Health Consciousness. 24
3.3.3 Appearance Consciousness. 24
3.3.4 Attitude toward Organic Cosmetic Products. 25
3.3.5 Subjective Norm. 25
3.3.6 Price Consciousness. 26
3.3.7 Purchase Intentions of Organic Cosmetic Products. 27
3.4 Questionnaire Design and Sampling Plan. 27
3.5 Data Analysis Procedures. 28
3.5.1 Descriptive Statistics Analysis. 28
3.5.2 Reliability of the Measurement Variables. 28
3.5.3 Confirmatory Factor Analysis (CFA). 29
3.5.4 Structural Equation Modeling (SEM). 30
CHAPTER FOUR RESEARCH RESULTS AND ANALYSIS 31
4.1 Descriptive Analysis. 31
4.1.1 Characteristics of Respondents. 31
4.1.2 Measurement Results of Research Variables. 33
4.2 Reliability Tests. 36
4.2.1 Cronbach’s Alpha. 36
4.2.2 Inter-item Correlation. 37
4.3 Confirmatory Factor Analysis. 40
4.3.1 Convergent Validity. 40
4.3.2 Discriminant Validity. 52
4.4 Structural Model. 54
4.4.1 Equal-fit Test (Anderson-Gerbing 2-step Test). 57
4.4.2 Path Analysis. 57
4.5 Moderating Effects. 59
4.5.1 Moderating Effect of Price Consciousness on the Relationship of Attitude towards Organic Cosmetic Products and Purchase Intention. 59
4.5.2 Moderating Effect of Price Consciousness on the Relationship of Subjective Norm and Purchase Intention. 60
CHAPTER FIVE CONCLUSION AND DISCUSSION 62
5.1 Research Conclusions. 62
5.2 Research Contributions and Discussions. 63
5.3 Managerial Implications. 66
5.4 Research Limitations and Future Research Suggestions. 67
REFERENCES 69
APPENDICES 74
Appendix A: Questionnaire Design. 74

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