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研究生:曾閔
研究生(外文):Min Tseng
論文名稱:綠色產品購買意願之研究:品牌知識、來源國形象與知覺品質的觀點
論文名稱(外文):A Study of Purchase Intention of Green Products: the Perspectives of Brand Knowledge, Country of Origin Image, and Perceived Quality
指導教授:楊宜興楊宜興引用關係
指導教授(外文):Phil Y. Yang
口試委員:張元杰丘周剛楊宜興
口試委員(外文):Yuan-Chieh ChangChou-Kang ChiuPhil Y. Yang
口試日期:2014-06-18
學位類別:碩士
校院名稱:國立臺中教育大學
系所名稱:事業經營碩士學位學程
學門:藝術學門
學類:應用藝術學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:英文
論文頁數:90
中文關鍵詞:綠色產品品牌知識來源國形象知覺品質
外文關鍵詞:Green productsBrand knowledgeCountry of origin imagePerceived quality
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由於環保意識的抬頭,消費者愈來愈關注綠色產品。消費者購買形態的轉變使得市場上綠色產品如雨後春筍般出現,而美妝品尤甚。實際上,消費者對綠色產品的購買意願並不一定會造成實際銷售的情形出現。在過去的研究中,綠色產品的購買意願顯少探討。因此,本研究旨在探討品牌知識、來源國形象、知覺品質間的相互作用。本研究依據三大主要綠色保養品品牌:品木宣言、歐舒丹、DHC之消費者發放問卷,共回收268份有效問卷。更甚者,這三個品牌各自代表不同的來源國,如:美國、法國、日本。而結果顯示,綠色產品的品牌知識與知覺品質呈部份相關,而綠色產品的品牌知識與購買意願呈正相關,然而來源國形象並不會對綠色產品的品牌知識與知覺品質間造成干擾效果。本研究進一步探討其結果並提供管理意涵,以期加強對綠色產品購買意願的理解及提供有效綠色產品的行銷能力來因應環保意識的崛起。
Driven by environmental concern, consumers are gradually aware of green products. The transformation of consumer orientation leads to a variety of green products available in the marketplace, especially in the cosmetics products. Empirically, the purchase intention of green products does not necessarily lead to the practical sales. The purchase intention of green products has rarely been discussed in the prior researches. This study investigates the interplay of brand knowledge, country of origin image and perceived quality to shed light on the reasons. This study conducts a survey of 268 green cosmetics customers from three major brands, including ORIGINS, L'OCCITANE, and DHC. Specifically, these brands stand for different country of origin such as the U.S., France, and Japan. The results show that brand knowledge of green products is partially related to perceived quality but is positively related to purchase intention. However, the country of origin image does not moderate the relationships between brand knowledge of green products and perceived quality. This study discusses the findings and provides the management implications. This study contributes to enhance the understanding of the purchase intention of green products and provides the insight of effective green products marketing, due to the arousing of environmental concern.
Table of Content
Table of Content………………………………………………………………………………………i
List of Tables…………………………………………………………………………………………iv
List of Figures………………………………………………………………………………………...v
摘要……………………………………………………………………………………………………..vi
中文論文綜論……………………………………………………………………………………….vii
ABSTRACT………………………………………………………………………………………..xxii
Chapter 1 Introduction…………………………………………………………………………….1
1.1 Research background…………………………………………………………………………1
1.2 Research motivation…………………………………………………………………………..4
1.3 Research purposes……………………………………………………………………………..7
1.4 Research procedure……………………………………………………………………………7
Chapter 2 Literature Review……………………………………………………………………10
2.1 Green products………………………………………………………………………………..10
2.2 Brand knowledge…………………………………………………………………………….17
2.2.1 Brand image……………………………………………………………………………...18
2.2.2 Brand awareness………………………………………………………………………...19
2.3 Country of origin image…………………………………………………………………….21
2.4 Perceived quality……………………………………………………………………………..23
2.5 Purchase intention……………………………………………………………………………24
2.6 Brand image, perceived quality and purchase intention……………………………...25
2.7 Brand awareness, perceived quality and purchase intention………………………...27
2.8 The moderating role of country of origin image……………………….……………….29
2.9 The effect of perceived quality on purchase intention………………………………..31
2.10 The mediating role of perceived quality……………………………………………….32

Chapter 3 Methodology………………………………………………………….………………..34
3.1 Research framework and hypotheses…………………………………………………….34
3.2 Research design………………………………………………………………………………35
3.3 Operational definitions and measurement……………………………………………....37
3.3.1 Brand image……………………………………………………...………………….……..37
3.3.2 Brand awareness………………………………………………………………………...40
3.3.3 Country of origin image……………………………………………………………….41
3.3.4 Perceived quality…………………………………………………………………….….42
3.3.5 Purchase intention……………………………………………………………………....44
3.3.6 Control variables………………………………………………………………………..45
3.4 Questionnaire development………………………………………………………………..47
3.5 Pilot study……………………………………………………………………………………..48
3.5.1 The reliability analysis of pilot study……………………………………………....48
3.5.2 The validity analysis of pilot study…………………………………………………49
3.5.3 The common method variance test of pilot study……………………………….50
3.6 Methods of data analysis…………………………………………………………………...50
3.6.1 Reliability analysis……………………………………………………………………..50
3.6.2 Validity analysis…………………………………………………………………….…...51
3.6.3 Descriptive analysis……………………………………………………………….……51
3.6.4 Analysis of variance………………………………………………………………….…51
3.6.5 Path analysis………………………………………………………………………….…..51
Chapter 4 Research Results………………………………………………………………….…..52
4.1 Descriptive statistics…………………………………………………………………….…....52
4.1.1 Characteristics of respondents…………………………………………………….…...52
4.1.2 The mean and standard deviation of variables………………………………….....55
4.1.3 CMV…………………………………………………………………………………….…55
4.2 Reliability and validity analysis…………………………………………………………...56
4.3 Test of homogeneity………………………………………………………………………..60
4.3.1 The homogeneity of brands…………………………………………………………..60
4.3.2 The homogeneity of gender………………………………………………………………..61
4.3.3 The homogeneity of education………………………………………………………62
4.4 Path analysis………………………………………………………………………………….62
Chapter 5 Discussion……………………………………………………………………………………..68
Chapter 6 Conclusions…………………………………………………………………………………...72
6.1 Theoretical contributions and managerial implications...........................................72
6.2 Limitations and future research directions……………………………………………...74
Reference……………………………………………………………………………………………..76
Appendix 1: The questionnaire………………………………………………………………...87




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