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研究生:Batzaya Batbayar
研究生(外文):Batzaya Batbayar
論文名稱:台灣與蒙古綠色美容產品購買意願 之預測因子
論文名稱(外文):Predictors of Purchase Intention toward Green Cosmetics Products in Taiwan and Mongolia
指導教授:穆馬速穆馬速引用關係
指導教授(外文):Moslehpour Massoud
口試委員:穆馬速林佩冠顧為元
口試委員(外文):Moslehpour MassoudLin, Pei-KuanGuh, Wei Yuan
口試日期:2013-01-24
學位類別:碩士
校院名稱:亞洲大學
系所名稱:經營管理學系碩士班
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:2013
畢業學年度:101
語文別:英文
論文頁數:79
中文關鍵詞:綠色化妝品環境知識環境關態度結構方程模式
外文關鍵詞:Green cosmeticsGreen purchase intentionEnvironmental knowledgeEnvironmental concernAttitudeStructural equation model
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消費者間有關於綠色購買意圖不完全訊息成為推展綠色產品行銷策略之阻礙,無論是在國內或是國際市場皆然.本研究探討綠色產品-特別是在兩個不同國家的女性市場的綠色化妝品市場.本研究目標是探討台灣與蒙古消費者知覺以及對於環境友善產品之回應.在此限制之下,本研究探討環境知識以及環境關心對綠色購買意圖的影響,並同時考慮態度的中介效果.本研究藉由結構方程模式(SEM)來探討這些變數如何影響購買意圖.資料藉由問卷方式,搜集159位蒙古女性學生以及150位台灣女性學生,共309位.研究結果發現環境知識以及環境關係顯著影響綠色購買意圖.
Incomplete information related to green purchase intention among consumers has become a main impediment to both local and international marketers in developing a sound business and marketing strategies of green products. The current study investigates green products, more specifically green cosmetics among female consumers in two different countries. Thus, this research aims to find consumer perceptions and responses to environmentally friendly products in Taiwan and Mongolia. Recognizing this limitation, this paper thus aimed to investigate the influence of environmental knowledge and environmental concern on green purchase intention among consumers, and simultaneously examining the effect of attitude as a mediator. This study tested the proposed hypothesis using a structural equation modeling (SEM) to explain how and to what extent each variable affects purchase intention. Data collection was through questionnaires was obtained from 309 consumers, 159 data sets from Mongolian female students and 150 data sets from Taiwanese female students. The findings of this study indicated that environmental knowledge and environmental concern significantly influences green purchase intention among consumers.
TABLE OF CONTENTS
ACKNOWLEDGMENT ..................... I
ABSTRACT .............................. II
CHINESE ABSTRACT ...............III
LIST OF TABLES ....................VII
LIST OF FIGURES ................. VIII
CHAPTER ONE INTRODUCTION .......................................... 1
Background .......................... 1
The Theory of Reasoned Action ........................................... 2
Problem Statement ................. 3
Purpose of the Study and Research Questions ............................. 5
Research Objectives ............. 5
Definition of Terms ............. 6
Significance of the Study ...................7
Outline of Work .................... 8
CHAPTER TWO LITERATURE REVIEW .......................... 9
Green Marketing .................. 9
Background of Green Retailing ..................................... 9
Mongolian Consumer Behavior toward Green Cosmetics Products ................. 11
Taiwanese Consumer Behavior toward Green Products ................ 13
Green Prices ..................... 15
V
Green Place ..................16
Green Purchase Intention .....16
Environmental Knowledge ............................18
Environmental Concern ......................19
Attitude ..............................20
CHAPTER THREE RESEARCH METHODOLOGY AND HYPOTHESIS DEVELOPMENT ..........................22
Research Framework ........................22
Research Hypotheses ...............................23
Measures ......................... 25
Data Collection ...........................28
Structural Equation Modeling .............................. 30
Data Analysis ...................... 30
CHAPTER FOUR FINDINGS ................................34
Demographic Characteristics ..........................................34
Factor Analysis ....................36
Validity and Reliability ........................38
Preliminary Data Analysis ................................................41
Structural Equation Model Testing ...........................................43
CHAPTER FIVE CONCLUSION ................................................... 49
Discussion and Findings ..............................49
Limitations ......................... 53
Recommendations for Future Research ...................................... 53
VI
References ........................... 55
Appendixes ..............................66
Appendix A: Questionnaire (English) ..........................66
Appendix B: Questionnaire (Chinese) ......................................... 71
Appendix C: Questionnaire (Mongolian) ................................. 75
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