臺灣博碩士論文加值系統

由於氣候變遷趨劇，節能減碳成為國際努力的目標。各國政府均採取各種政策措施以達成節能減碳的目的。由於照明占了電力消耗的極大比重，也影響到全球的碳排放量。因此如何發展出符合消費者需求的居家節能燈具產品是企業投入研發時所需研究的議題。而企業也必須了解影響消費者購買意願的關鍵因素，以使企業投入的資源發揮最大的功效。
本研究以綠色環保意識、創新接受度、價格意識、品牌權益、同儕壓力、知覺價值等六項構面，以購買態度、購買動機為中介變數，來探討以上變數對消費者對居家節能燈具之購買意願是否具有正面顯著影響效果。經過發放250份實體紙本問卷給各行業的消費者，共回收有居家節能燈具購買經驗之有效問卷193份，有效回收率為81.8%。並運用SPSS19.0版進行敘述性統計分析及PLS2.0版進行信度、效度、假說檢定之路徑係數、T值等分析，實證結果顯示：（1）綠色環保意識、製造商之品牌權益、同儕壓力三者對購買意願皆存有正向且顯著的影響（2）創新接受度、價格意識、對品牌的知覺價值並無顯著的影響。。本研究將依此結果提出管理意涵，並於文末提出具體建議。

Since the climate change is getting worse, energy savings and carbon reductions have become one of the most critical goal of governments all over the world. World governments have implemented various policies to achieve the goals of energy savings and carbon reductions. The lighting takes large proportion in electricity consumption, therefore it is very important to develop energy saving lighting selections. An enterprise of lighting also needs to understand customer’s acceptance hobby in order to maximize the benefit of the company.
In this study, six factors of green’s environmental consciousness、innovation acceptance 、Price consciousness、brand equity、peer pressure、perceived value
set of independent variables. custom’s attitude and custom’s motivation to the intermediary variables, to explore to buy home’s lighting products at the situation, on consumer willingness to buy if there is a positive effect significant influence. After a questionnaire survey 250 consumers, collect 193 samples, uses SPSS19.0 version for descriptive statistical analysis and PLS 2.0 version for reliability and validity, hypothesis testing of the path coefficients, T value. The empirical results show that three functions of green’s environmental consciousness , brand equity , peer pressure all of customer Purchase Intention s. positively affected all of customers’ purchase intention. The conclusion can contribute to a managerial implications and suggestions applied in the future.

摘 要 i
ABSTRACT ii
誌 謝 iii
目 錄 iv
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 1
1.3研究目的 2
1.4研究流程 3
第二章　文獻探討 5
2.1居家節能燈具概況 (Energy-Saving Lighting Overview) 5
2.2綠色照明 (Green Lightings) 10
2.3綠色環保消費 (Green Environmental Consumption) 10
2.3.1綠色環保意識(Green Environmental Consciousness) 10
2.3.2綠色產品 (Green Products) 13
2.4購買者意願 (Purchase Intention) 15
2.5購買者動機 (Purchase Motivation) 16
2.6購買者態度 (Purchase Attitudes) 17
第三章　研究方法 18
3.1研究架構 18
3.2研究模型 18
3.3研究假說 19
3.3.1綠色環保意識 19
3.3.2創新接受度 20
3.3.3價格意識 20
3.3.4品牌權益 21
3.3.5同儕壓力 21
3.3.6知覺價值 22
3.3.7產品知識之調節效果 22
3.4操作型定義與衡量 24
3.4.1人口統計變數 24
3.4.2購買者動機 25
3.4.3購買者態度 25
3.4.4自變數之操作型定義與衡量 26
3.4.5應變數之操作型定義與衡量 34
3.4.6調節變數之操作型定義與衡量 36
3.5研究設計 36
3.6資料分析方法 37
第四章 資料分析 39
4.1前測 39
4.3敘述性統計 44
4.4信度與效度分析 50
4.4.1信度分析 50
4.4.2 效度分析 50
4.5假說檢定 52
4.5.1研究模型路徑檢定分析 52
4.5.2產品涉入高低及不同行為模式之調節檢定 56
第五章　結論與建議 59
5.1綜合討論 59
5.1.1綠色環保意識對購買意願之影響 60
5.1.2創新接受度對購買意願之影響 60
5.1.3價格意識對購買意願之影響 60
5.1.4品牌權益對購買意願之影響 61
5.1.5同儕壓力對購買意願之影響 61
5.1.6知覺價值對購買意願之影響 61
5.1.7產品知識對研究模型各條路徑之調節效果 62
5.2學術意涵 62
5.3管理意涵 63
5.4研究限制 63
5.5未來研究建議 64
參考文獻 65
附錄一 75

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