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研究生:林家筠
研究生(外文):CHIA YUN LIN
論文名稱:碳標籤、求偶思維以及環境意識對綠色餐廳態度與消費意願之影響
論文名稱(外文):The Effect of Carbon Label, Mating Mind-Sets and Environmental Consciousness on Attitude toward Green Restaurant and Purchase Intentions
指導教授:蔡進發蔡進發引用關係
指導教授(外文):CHIN FA TSAI
學位類別:碩士
校院名稱:國立嘉義大學
系所名稱:企業管理學系
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:2017
畢業學年度:106
語文別:中文
論文頁數:77
中文關鍵詞:碳標籤求偶思維環境意識綠色餐廳態度消費意願
外文關鍵詞:Carbon labelMating mind-setsEnvironmental consciousnessAttitude toward green restaurantPurchase intentions
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隨著時代進步,環保相關議題已是熱門關注議題,透過綠色消費、環保行為等,人民可以保護環境或是減少環境的破壞,藉此,本研究旨在探討碳標籤、求偶思維和環境意識對綠色餐廳態度與消費意願之影響。
本研究募集到312位有效受測者,並採2(求偶思維:是、非)X2(有碳標籤:是、非)的受試者間實驗設計檢驗假設。研究結果顯示:(1)有碳標籤標示比無碳標籤標示導致消費者對綠色餐廳有較高的態度。(2)與非求偶思維相比,有求偶思維會導致更高的綠色餐廳態度。(3)與低環境意識相比,高環境意識下,會導致較高的綠色餐廳態度。(4)求偶思維對綠色餐廳態度的影響結果,取決於環境意識。(5)綠色餐廳態度會正向影響消費意願。
With the progress of the times, environmental issues have become a hot topic. Through green consumption, environmental behavior and so on, people can protect the environment or reduce the destruction of the environment. Thus, this study aims to examine the influences of carbon label, mating mind-sets, and environmental consciousness on the attitude toward green restaurant and purchase intentions.
312 valid participants are recruited. This study adopts a 2 (mating mind-sets: mating vs. non-mating) × 2 (carbon label: yes vs. no) between-subjects experimental design to test the proposed hypotheses. This results show that (1) Carbon label leads to higher attitude toward green restaurant than non-carbon label. (2) Compared to non-mating mind-sets, mating mind-sets leads to higher attitude toward green restaurant. (3) Compared to low environmental consciousness, high environmental consciousness leads to higher attitude toward green restaurant. (4) The influence of mating mind-sets on the attitude toward green restaurant depends on the environmental consciousness. (5) The attitude toward green restaurant positively affects the purchase intentions.
摘要 II
Abstract III
謝誌 IV
目錄 V
表目錄 VII
圖目錄 VIII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 碳標籤 5
第二節 求偶思維 7
第三節 環境意識 13
第四節 綠色餐廳態度 15
第五節 消費意願 19
第三章 研究方法 21
第一節 研究架構 21
第二節 研究假說 22
第三節 變數的操作型定義與衡量 24
第四節 前測 28
第五節 正式實驗 31
第六節 資料分析方法 33
第四章 研究分析與結果 34
第一節 操弄檢定 34
第二節 樣本基本資料分析 37
第三節 信度、效度分析 39
第四節 假設的檢定 40
第五章 結論與建議 43
第一節 研究發現 43
第二節 學術意涵 45
第三節 管理意涵 46
第四節 研究限制與未來研究方向 47
參考文獻 48
一、中文文獻 48
二、英文文獻 49
附錄 56
附錄一:求偶思維與非求偶思維前測問卷 56
附錄二:正式問卷一 求偶思維 vs.有碳標籤 58
附錄三:正式問卷二 非求偶思維 vs.無碳標籤 61
附錄四:正式問卷三 非求偶思維 vs.有碳標籤 64
附錄五:正式問卷四 非求偶思維 vs.無碳標籤 67
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