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研究生:邱莎安
研究生(外文):Chomsaeank Photcharoen
論文名稱:發展延伸計劃行為理論模型以預測消費者對有機椰子化妝品的購買意願
論文名稱(外文):Developing an Extended Theory of Planned Behavior Model to Predict Consumer Purchase Intention towards Organic Coconut Cosmetic Products
指導教授:鍾惠雯
指導教授(外文):Dr. Rebecca H. Chung
口試委員:李栢浡賴佩均
口試委員(外文):Dr. Pai-Po LeeDr. Pei-Chun Lai
口試日期:2020-06-05
學位類別:碩士
校院名稱:國立屏東科技大學
系所名稱:熱帶農業暨國際合作系
學門:農業科學學門
學類:一般農業學類
論文種類:學術論文
論文出版年:2020
畢業學年度:108
語文別:英文
論文頁數:68
中文關鍵詞:有機椰子健康憂慮健康知識行為意向
外文關鍵詞:organic coconuthealth concernhealth knowledgebehavior intention
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有機產品因其對環境及健康相關之益處,在全球消費者中越來越受歡迎。由於此一趨勢,有機工業蓬勃發展,並且延伸、發展出各種不同的產品以及服務。本研究嘗試應用計劃行為理論(TPB)來探討消費者對有機椰子化妝品之相關購買行為。TPB是一種預測消費者行為的方式,近年來已在許多研究領域中被廣泛使用。在文獻 綜述的基礎上,本研究研究了擴展的TPB模型,該模型除考慮消費者態度、主觀規範和感知行為控制外,還包含健康憂慮和健康知識。為了收集數據,本實驗對泰國曼谷的居民進行線上問卷調查,共回收了613份有效問卷。此外,本實驗運用SPSS AMOS 24以結構方程模型(SEM)來分析數據。數據分析結果表明,消費者態度、主觀規範、感知的行為控制和健康憂慮會大力影響購買意願;但是,健康知識並未顯著影響有機椰子化妝品相關的購買意願。此結果與大多數現有文獻中的發現相似,在這項研究中,消費者態度被發現對購買行為的影響最大。
Organic products have been gaining popularity among consumers worldwide due to the environmental and health benefits they are associated with. As a result of this trend, organic industries have been flourishing and have been able to expand into a variety of consumer product/service categories. Looking to explore purchasing behavior related organic coconut cosmetic products, this study attempted to apply the theory of planned behavior (TPB), which is a method of predicting consumer behavior that has been used extensively in a variety of research areas in recent years. Based upon the literature review, an extended TPB model that incorporates health concerns and health knowledge, in addition to attitude, subjective norms and perceived behavior control was examined in this study. For the data collection, an online survey was issued to residents of Bangkok, Thailand; with a total of 613 respondents retuning the questionnaires. Structural equation modeling (SEM) was employed to analyze the data using SPSS AMOS 24. The results showed that attitude, subjective norms, perceived behavior control and health concerns positively affect purchase intention; however, health knowledge did not influence purchase intentions related to the organic coconut cosmetic products. Similar to the findings in most extant literature, attitude was found to exert the most influence on the purchase behavior in this study.
摘要…………………………………………….……………………………I
Abstract…...……………………………..……………………………….…II
Acknowledgements……………………….……………………………….IV
Table of Contents………………………………..……….…………………V
List of Tables……………………...………………………………..……VIII
List of Figures………………………………………………………………IX
1. Introduction………………………….…………………..……………….1
1.1 Background of Study………………………………..…………………1
1.1.1 Meaning of Organic Agriculture…..………..…...………..……1
1.1.2 Meaning of Organic Products……..……………...……...………3
1.2 State of Problem..…………………………………...….……………4
1.2.1 Facing Challenges for Organic Products in Thailand………….4
1.3 Organic Coconut Oil for Healthy Skin………………...….…………6
1.4 Research Objectives……………………………....………………….7
2. Literature Review………………………………….….…………………..8
2.1 A Brief Summary of Coconut………………….……..………..……..8
2.1.1 Coconut History..………...................…….……………………8
2.2 Global Coconut Market……………...………………………...……..9
2.2.1 Coconut Products Market……….……………………...………9
2.3 Review of Theoretical Models………………………………..……..11
2.3.1 Theory of Reasoned Action………………………...………...12
2.3.2 Theory of Planned Behavior…………………………...……….13
2.4 Factors Influence Consumer Behavior…..…………………..……...15
3. Methodology……………………………………………………………17
3.1 Research Hypotheses…………………………...….…………….…17
3.1.1 Attitudes……………………………………………………...17
3.1.2 Subjective Norms…………………………………………….18
3.1.3 Perceived Behavioral Control…………………………………19
3.1.4 Health Concern……………………………………………….19
3.1.5 Health Knowledge……………………………………….…....20
3.2 Sample and Data Collection………..……………………………….23
3.3 Measurement………………………………………..……..…………24
3.4 Data Analysis……………………………………...……….……….28
4. Results………………………………………………..……….…………29
4.1 Sample Descriptive………………………………………..….…….29
4.2 Exploratory Factor Analysis (EFA)…………………….……………31
4.3 Measurement Model……………………………………......………34
4.4 Testing of Structural Equation Model…………………...…………..37
5. Discussions…………………….…….…………...……...……….……..40
6. Conclusions and Implications………………………..…………………43
6.1 Conclusions……………………………….……………………..….43
6.2 Implications………………………………………………….……..44
6.3 Limitations………………………………………………………….45
6.4 Future Study and Suggestions……………………………………….45
References……………………………………………………….…………..46
Appendix 1. Questionnaire – English Version………….……...………….56
Appendix 2. Questionnaire – Thai Version……………………….……….63
Bio-sketch of Author………………………………………………………68
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