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研究生:丁翊薔
研究生(外文):Yi-Chiang Ting
論文名稱:倫理產品價值內涵之研究:方法目的鏈之應用
論文名稱(外文):A Study on the Value of Ethical Products :An Application of Means-End Chain Approach
指導教授:黃淑琴黃淑琴引用關係
指導教授(外文):Shu-Chin Huang
口試委員:張永富賴志松徐茂練
口試委員(外文):Yong-Fu ChangChih-Sung LaiMaw-Liann Shyu
口試日期:2014-06-26
學位類別:碩士
校院名稱:朝陽科技大學
系所名稱:企業管理系
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:2014
畢業學年度:102
語文別:中文
論文頁數:77
中文關鍵詞:倫理消費價值方法目的鏈
外文關鍵詞:Ethical ConsumptionValueMean-End Chain Approach
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摘要
過去三十年倫理消費不論在行銷實務或學術研究上都已成為研究焦點,目前已有許多文獻說明倫理消費的動機,主要集中在個人態度及行為、社會集體行動兩層面。但卻少有研究能同時陳述利他與自利兩觀點在倫理產品消費過程的影響。因此本研究以方法目的鏈探討消費者購買倫理產品背後的動機與對其個人的意義,進一步將透過消費者的消費認知結構分析將能更忠實了解消費者的決策行為。本研究運用方法目的鏈,深入訪談60位有機產品消費者及60位再生產品消費者,共120位倫理消費產品之使用者,主要目的為:1.探討倫理產品能為消費者帶來哪些利益,並了解消費者內心真正價值2.建構倫理產品之價值階層模式。研究結果顯示,針對倫理產品消費者的訪談彙整出13項屬性、12項結果、12項價值三階層要素,當中消費有機產品最終在獲得安心、高興、以及長壽價值,消費再生產品可獲得永續發展、高興、舒適的生活價值。其次,透過價值階層分析可知,購買有機產品的消費決策最重要的是追求安心價值階層,購買再生產品的消費最重要的是追求高興價值階層。針對研究發現本文將提出實務建議。

Abstract
For the past thirty years, ethical consumption has become the prime focus not only on marketing practical but also on academic research. So far there have been a lot of cited materials explaining the motives of ethical consumption which mainly focuses on “personal attitude & behavior” and “social collective action”. However, few researches can describe the influence of viewpoints of altruistic behavior and self-serving behavior on the process of ethical product’s consumption at the same time. In regard to this, the research investigates the motives and personal meanings for which consumers buy ethical products with Mean-End Chain Approach. The research will go further through the cognitive structural analysis of consumers and it will faithfully realize decision-making behavior of consumers. By applying Mean-End Chain Approach, the research deeply questioned 60 consumers of organic products and 60 consumers of recycled products. Altogether, there are 120 users of ethical consumption of products in the research. There are two main purposes: first, it’s to investigate the profits which ethical consumption of products can bring about and to understand the real value in consumers’ mind. Second, it’s to construct the hierarchies and patterns of value in ethical consumption of products. The results of the research show that questions to consumers of ethical products are organized into 13 attributes, 12 results and 12 elements in three hierarchies of value. Among them, the consumption of organic products at last is for getting relief, joy and the value of longevity. The consumption of recycled products can get sustainable development, joy and value of the quality of life. In the next place, by the analysis of value hierarchy, the most important thing of consuming organic products is to pursue relief of value hierarchy. The most important thing of consuming recycled products is to pursue joy of value hierarchy. In the light
of findings in this research, the research will bring up pragmatic suggestions.

目錄
摘要 I
Abstract II
致謝 III
目錄 IV
表目錄 VI
圖目錄 VII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 3
第二章 文獻探討 4
第一節倫理消費 4
第二節 方法目的鏈 11
第三節 個人價值 15
第三章 研究方法 20
第一節 研究架構 20
第二節 資料蒐集 21
第三節 研究對象 23
第四節 變數操作性定義 24
第五節 訪談問卷設計 25
第六節 資料分析法 28
第七節 信度與效度 32
第四章 研究結果 34
第一節 受訪者基本資料及產品類別 34
第二節 屬性、結果、價值三階層要素之描述 37
第三節 價值階層分析 41
第五章 結論與建議 51
第一節 研究發現與結論 51
第二節 實務建議 58
第三節 未來研究方向 60
參考文獻 61
附錄一 有機產品問卷 69
附錄二 再生產品問卷 72
附錄三 有機產品之涵意矩陣 75
附錄四 再生產品之涵意矩陣 76
附錄五 倫理產品之涵意矩陣 77
表目錄
表2-1個人價值分類 17
表3-1類目規則表 29
表3-1類目規則表(續) 30
表3-2有機產品編碼員相互同意度與信度 33
表3-3再生產品編碼員相互同意度與信度 33
表4-1樣本結構 35
表4-2有機及再生產品之類別 36
表4-3有機產品之結果與價值各要素出現次數分析 38
表4-4再生產品之結果與價值各要素出現次數分析 39
表4-5倫理產品之結果與價值各要素出現次數分析 40
表5-1有機產品之利己與利他比例 52
表5-2 再生產品之利己與利他比例 54
表5-3倫理產品消費者重視之因素 56

圖目錄
圖1-1研究流程圖 3
圖2-1方法目的鏈模式 12
圖3-1研究架構 20
圖3-2價值階層示意圖 27
圖4-1有機產品之價值階層圖 44
圖4-2再生產品之價值階層圖 47
圖4-3倫理產品之價值階層圖 50



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1. 3. 何雍慶、霍志強、呂佳茹(2005)。虛擬通路對顧客價值之研究—以電視購物通路為例。中華管理評論國際學報,8(4),1-15。
2. 3. 何雍慶、霍志強、呂佳茹(2005)。虛擬通路對顧客價值之研究—以電視購物通路為例。中華管理評論國際學報,8(4),1-15。
3. 6. 林勤豐、葉明義、邱兆民(1999)。「方法目的鏈」研究法建構行銷研究變數與行銷策略之探討。中華管理評論2(6),107-128。
4. 6. 林勤豐、葉明義、邱兆民(1999)。「方法目的鏈」研究法建構行銷研究變數與行銷策略之探討。中華管理評論2(6),107-128。
5. 7. 林裕淩、鄭麗珍、林芝亘(2008)。以方法目的鏈探求數位學習平台需求之研究。數位學習科技期刊,創刊號,39-55。
6. 7. 林裕淩、鄭麗珍、林芝亘(2008)。以方法目的鏈探求數位學習平台需求之研究。數位學習科技期刊,創刊號,39-55。
7. 8. 邱魏頌正、李梅菲(2002)。行動電話購買行為研究-方法目的鍊之應用。傳播與管理研究,1(2),213-237。
8. 8. 邱魏頌正、李梅菲(2002)。行動電話購買行為研究-方法目的鍊之應用。傳播與管理研究,1(2),213-237。
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