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研究生:陳昱甄
研究生(外文):Yu-Chen Chen
論文名稱:知覺公平貿易組織正義與社會規範對消費者購買公平貿易產品意圖之影響
論文名稱(外文):Perceived justice of Fair Trade Organization and social norms on consumer intention to purchase Fair Trade products
指導教授:王世澤王世澤引用關係
指導教授(外文):Shih-Tse Wang
口試委員:張淑君謝琦強
口試委員(外文):Shu-Chun ChangChin-Chia Jane
口試日期:2017-07-12
學位類別:碩士
校院名稱:國立中興大學
系所名稱:生物產業管理研究所
學門:農業科學學門
學類:農業經濟及推廣學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:70
中文關鍵詞:公平貿易知覺正義分配正義程序正義互動正義信任社會規範描述性規範指令式規範個人規範態度購買意圖
外文關鍵詞:Fair Tradeperceived justicedistributive justiceprocedural justiceinteractional justicetrustsocial normsdescriptive normsinjunctive normspersonal normsattitudespurchase intention
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本研究探討知覺公平貿易組織正義與社會規範對消費者購買公平貿易產品意圖的影響,瞭解消費者知覺公平貿易組織分配正義、知覺公平貿易組織程序正義、知覺公平貿易組織互動正義對於公平貿易組織信任之影響;描述性規範與指令式規範對個人規範的影響。並進一步探討信任與個人規範對態度的影響、態度對購買意圖的影響。本研究以聽過公平貿易的消費者為樣本對象。透過SEM進行分析,研究發現:知覺公平貿易組織分配正義與互動正義會正向影響消費者對公平貿易組織的信任;在支持公平貿易產品方面,指令式規範對個人規範有正向的影響。信任與個人規範會產生正面態度進而影響購買公平貿易產品的意圖。最後本研究依據此研究發現提供相關業者一些實務建議,以利業者或相關組織在推廣或行銷溝通時能有更準確的方向。
This study explored the effect of the perceived justice(i.e., perceived distributive justice, perceived procedural justice and perceived interactional justice)on consumers' trust in Fair Trade organization, social norms(i.e., descriptive norms and injunctive norms)on personal norms, trust and personal norms on attitude and attitude on purchase intention. All participants that have know of fair trade were asked to participate in this survey. Through SEM analysis, the results of this study show that consumers will generate trust through the perceived distributive justice and perceived interactional justice. In term of supporting fair trade products, injunctive norms has a positive impact on personal norms. Consumers will generate positive attitude through the trust and personal norms. Finally, attitude has significant positive effects on purchase intentions. The results of this study can serve as a direction for fair trade companies or organizations to promote fair trade products and communication strategies.
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第二章 文獻回顧 5
第一節 公平貿易 5
第二節 知覺正義 12
第三節 信任 14
第四節 規範 15
第五節 態度與購買意圖 18
第三章 研究方法 19
第一節 研究架構與假設 19
第二節 研究設計 23
第三節 資料分析方法 29
第四章 研究分析與結果 32
第一節 樣本基本資料分析 32
第二節 開放式題項敘述性統計分析 33
第三節 各構面敘述性統計分析 35
第四節 多元常態分配與共線性檢核 42
第五節 驗證性因素分析 45
第六節 結構模式分析與架構假說檢定 49
第五章 結論與建議 52
第一節 研究發現與討論 52
第二節 研究貢獻 52
第三節 研究限制與未來研究建議 54
參考文獻 55
附錄一 問卷 69


表2-1 國內公平貿易推廣組織 7
表2-2 消費者相關研究 9
表3-1知覺公平貿易組織正義 23
表3-2對公平貿易組織信任 24
表3-3描述性規範 25
表3-4指令式規範 25
表3-5個人規範 26
表3-6態度 26
表3-7購買意圖 27
表4-1樣本次數分配表 33
表4-2是否曾經購買公平貿易產品 33
表4-3曾經購買公平貿易產品類型 34
表4-4分配正義之敘述性統計分析 35
表4-5程序正義之敘述性統計分析 36
表4-6互動正義之敘述性統計分析 37
表4-7信任之敘述性統計分析 37
表4-8描述性規範之敘述性統計分析 38
表4-9指令式之敘述性統計分析 39
表4-10個人規範之敘述性統計分析 39
表4-11態度之敘述性統計分析 40
表4-12購買意圖之敘述性統計分析 41
表4-13測量變項之偏態與峰度 42
表4-14多元共線性檢定 44
表4-15多元共線性檢定 44
表4-16多元共線性檢定 44
表4-18模型各變項之信度與效度分析數值 46
表4-19潛在變項之相關係數矩陣 48
表4-20結構模式適配度指標數值 49
表4-21假設檢定表 51



圖目錄

圖3-1 本研究之研究架構圖 19
圖4-1 樣本回收狀況 32
圖4-2 結構模式模型圖 50
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網路資源

生態綠。台灣FLO公平貿易銷售總額超越南韓,為台灣爭口氣!。2016年2月18 日,取自:http://okogreen.com.tw/blog/289
地球樹。關於我們。2017年7月13日,取自:http://www.earthtree.com.tw/
台灣公平貿易協會。關於協會。2017年7月13號,取自:http://fairtrade.org.tw/?page_id=6
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