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研究生:曾婉如
研究生(外文):ZENG-WAN-RU
論文名稱:大學生環境態度會影響購買筆記型電腦意願嗎?
論文名稱(外文):Do college students’ pro-environment concern affect their laptop purchase intention?
指導教授:陳基國陳基國引用關係
口試委員:張錦特許鉅秉
口試日期:2014-05-21
學位類別:碩士
校院名稱:育達科技大學
系所名稱:行銷與流通管理所
學門:商業及管理學門
學類:行銷與流通學類
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:50
中文關鍵詞:環境關懷筆電生命周期評估多群體結構方程模式
外文關鍵詞:Environmentalconcern,laptop life cycle assessmentmultiple-groups structure equation modeling
相關次數:
  • 被引用被引用:0
  • 點閱點閱:308
  • 評分評分:
  • 下載下載:26
  • 收藏至我的研究室書目清單書目收藏:0
本文旨在探討學生的環境態度對購買筆電意願的影響為何。研究發現在試驗性研究中,沒有學生描述到任何環境相關的要素。本文整理出23個屬性,可惜的是,30位同學中沒有任何一位同學提到與環境保護有關的屬性。所以本文第一個結論是:在不提示下,購買筆記型電腦時,綠色因子不會被考慮。
在加上以筆記型電腦生命週期的三個相關環境元素後,以結構方程式分析調查所得資料後發現:在未來購買意願上,認為APPLE非但是物美價廉的產品,且滿意在其介面上表現的同學,會購買Apple筆記型電腦的機會較高。購買Acer認為是物美價廉的同學,會購買Acer的可能性就較高;購買Asus且滿意其主要功能的同學,會購買Asus的可能性就較高,此結果也顯示品牌的調節效果的確存在各品牌之間。本研究結果可以幫助行銷人員發展更有效果的行銷策略,並提供公司行銷有用的資訊以便引發各種品牌筆電的忠誠度。

關鍵字:
環境關懷、筆電生命周期評估、多群體結構方程模式

The current study aimed to investigate the effect of students’ environmental attitude on laptop purchase intention. The results revealed that in the experimental design, environment-related elements were not mentioned by the participants. Among the 23 attributes, none of the 30 students mentioned environment-related contributes, leading to the first conclusion that without suggestion, green factors would not be taken into account in the purchase of laptop.
After the inclusion of three environment-related elements of laptop life cycle, the analysis of the SEM indicated that in terms of future purchasing intention, students who regarded APPLE as a good product and were satisfied with its good interface had more tendencies to buy Apple laptops.Students who considered Acer as a good one were more inclined to buy Acer laptops. Those who were satisfied with major functions, Asus showed a higher tendency to buy Asus laptops. The results suggested that moderating effect of brands existed in different brands. The results of the current study not only helped marketing staff develop more effective marketing strategies but also provided useful information regarding company-based marketing, with the aim to trigger customers’ loyalty to laptops of different brands.

Keywords:
Environmental concern,laptop life cycle assessment, multiple-groups structure equation modeling

誌謝.................................... Ⅰ
中文摘要................................ Ⅱ
英文摘要................................ Ⅲ
目錄................................... Ⅳ
表目錄................................. Ⅴ
圖目錄................................. Ⅶ
一、緒論................................. 1
1.1研究背景與動機..................... 1
1.2研究目的.......................... 4
1.3研究範圍與限制......................6
1.4研究方法與內容......................6
二、文獻回顧...............................7
2.1綠色消費研究........................7
2.2筆電品牌與環境保護..................10
2.3 筆記型電腦消費行為.................17
三、研究方法..............................18
3.1問卷設計..........................18
3.2樣本敘述.......................... 21
3.3結構方程式模式......................22
3.3.1結構方程式模式的建構...............24
3.3.2整體模型評鑑與模式適配度指標.........25
3.3.3多群組結構方程式...................26
四、研究結果...............................28
4.1屬性構面分析........................28
4.2單一構面效度分析.....................34
4.3 因子平均數差異分析..................36
4.4 量測模式無差異檢定..................37
4.5結構模式檢定........................39
五、結論與建議.............................41
5.1研究結果討論........................41
5.2管理意涵...........................43
5.3未來研究方向........................45
附錄-問卷................................46
參考文獻.................................49

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