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研究生:林君怡
研究生(外文):Jyun-Yi Lin
論文名稱:標章產品消費決策因素之研究
論文名稱(外文):Consumption Factors for Labeled Products
指導教授:吳忠敏吳忠敏引用關係
口試委員:張偉斌陳銘崑
口試日期:2012-06-14
學位類別:碩士
校院名稱:國立臺北科技大學
系所名稱:服務與科技管理研究所
學門:商業及管理學門
學類:財務金融學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:116
中文關鍵詞:標章產品計劃行為理論個人價值觀涉入程度
外文關鍵詞:Labeled ProductsTheory of Planned BehaviorPersonal valueInvolvement
相關次數:
  • 被引用被引用:2
  • 點閱點閱:425
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  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:2
現今經濟發展快速,地球生態環境的改變,使得人們開始注意環境生態的問題進而改變消費型態;政府開始推廣且制定行動方案,其一的方式是驗證標章,冀望透過政府的影響力,促使消費者和企業都能從事永續消費行為;然而市面上有各式各樣的產品,對消費者而言需要有公信力且清楚的標示,協助消費者辨識,標章認知程度儼然成為購買產品的因素之一;綜觀過去研究多以某一個特定的標章或特定的產品的研究居多,卻較少是以標章認知涉入程度及個人價值觀的角度探究消費者在購買不同標章商品的決策購買因素。
本研究採用計畫行為理論做為架構基礎,將個人價值觀及涉入程度納為研究變項之一,以台灣的一般民眾為研究對象進行問卷調查,透過便利抽樣回收550份有效問卷,將填答不完全者及亂填答者視為無效問卷刪除後,共得有效問卷456份,有效回收率82.9%。
本研究結果分析,發現消費者在購買不同標章產品的影響因素,態度、主觀規範及知覺行為控制的影響程度不同,以個別因素來看,影響購買意願的因素是涉入程度、知覺價值及親友影響;而不同集群的消費者對於不同標章的購買意願有顯著的不同,價值觀裡的利他主義者與高涉入的消費者對於標章產品皆有較高的購買意願。因此,本研究認為企業或是政府以消費者的涉入程度為首要重點,除了多利用媒體或是廣告教育消費者標章之意涵及訴求外,也需重視產品的品質才能促進消費者未來在選購時能以標章為優先考量。

Numerous eco-labeled products are sold on the marketplace. Credible and clear labeling is one factor consumers consider when making purchase decisions. This study uses the consumer involvement in labeled products and personal values to investigate decision-making factors in the consumption of diverse labeled products and the differences among consumer clusters in degrees of willingness to purchase these products.
Members of the Taiwanese public were participants in the research conducted through this study. Overall, 456 valid questionnaires were obtained using random sampling. The theory of planned behavior was adopted as a research framework, and SPSS was used to analyze and verify the hypotheses proposed in the study.
The results of this study show that personal values and consumer involvement can be categorized into 4 clusters. The attitudes, subjective norms, control beliefs, and degrees of willingness for different people varied significantly toward good manufacturing practice (GMP) labeling of food and carbon-labeled products, indicating that consumers with different personal values and involvement-levels demonstrate different degrees of willingness to purchase diverse labeled products.

摘 要 i
Abstract ii
誌 謝 iii
目 錄 v
表目錄 vii
圖目錄 ix
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機 3
1.3 研究目的 4
1.4 研究流程 5
第二章 文獻探討 6
2.1 永續消費 6
2.2 環境態度 7
2.3 環保行為 9
2.4 標章制度 11
2.5 涉入程度 20
2.6 知覺價值 24
2.7 個人價值觀 27
2.8 願付價格 31
2.9 購買意願 35
第三章 研究方法 37
3.1 研究架構與假設 37
3.2 問卷編製 42
3.3 問卷前測 46
3.4 研究變數操作性定義及參考文獻 47
3.5 抽樣對象與方式 49
3.6 資料分析方法 49
第四章 研究結果 51
4.1 樣本資料分析 51
4.2 信效度分析 52
4.3 相關分析 53
4.4 假說驗證 54
4.5 不同消費族群之差異性分析 66
4.6 路徑分析 75
第五章 結論與建議 84
5.1 研究結論 84
5.2 研究貢獻 85
5.3 實務建議 86
5.4 未來研究方向 86
參考文獻 88
附錄一 105
附錄二 109
附錄三 112

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