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研究生:張江瑜
研究生(外文):CHAHNG, CHIANG-YU
論文名稱:消費者綠色吸收能力及環保態度對消費者綠色購買行為之影響
論文名稱(外文):The influence of consumers' green absorptive capacity and environmental attitude on consumers' green purchasing behavior
指導教授:陳宥杉陳宥杉引用關係
指導教授(外文):CHEN, YU-SHAN
口試委員:董澤平陳宥杉彭奕農張敬珣陳意文
口試委員(外文):DONG, TSE-PINGCHEN, YU-SHANPENG, YI-NUNGCHANG, CHING-HSUNCHEN, YI-WEN
口試日期:2022-06-27
學位類別:碩士
校院名稱:國立臺北大學
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:2022
畢業學年度:110
語文別:中文
論文頁數:66
中文關鍵詞:消費者綠色吸收能力環保態度消費者綠色購買意願政府補貼政策綠色產品資訊不對稱程度消費者綠色購買行為
外文關鍵詞:Consumers' green absorptive capacityEnvironmental protection attitudeConsumers' green purchasing motivationGovernment subsidy policyInformation asymmetry of green productsConsumers' green purchasing behavior
IG URL:https://www.instagram.com/tako__0411/
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近年來因疫情、戰爭等因素,隨之石油等能源價格上升,各國對環境保護等議題日益重視,加上電動機車產業的快速蓬勃發展。對於電動機車的消費者購買行為進行研究,探討可能會影響消費者行為之因素。
本研究探討消費者綠色吸收能力、環保態度、消費者綠色購買意願、政府補貼政策、綠色產品資訊不對稱程度、消費者綠色購買行為的相互關係。藉由文獻探討後進行問卷設計,共回收有效樣本共計338份,並藉由統計軟體加以分析,並驗證假說加以解釋最後提出相關論述,研究結果顯示:
(1) 消費者綠色吸收對於消費者綠色購買意願無正向影響;(2) 環保態度對消費者綠色購買意願有正向影響;(3) 消費者綠色購買意願對消費者綠色購買行為有正向影響;(4) 消費者綠色吸收能力對消費者綠色購買行為有正向影響;(5) 環保態度對消費者綠色購買行為有正向影響;(6) 消費者綠色吸收能力對消費者綠色購買行為之影響中,消費者綠色購買意願不具中介效果;(7) 環保態度對消費者綠色購買行為之影響中,消費者綠色購買意願具中介效果 ;(8) 政府補貼政策對消費者綠色購買意願正向影響消費者綠色購買行為具調節效果;(9) 綠色產品資訊不對稱程度對消費者綠色購買意願負向影響消費者綠色購買行為不具調節效果
透過本研究之結果,可供未來電動機車企業對於消費者行為之探討,作為行銷策略之參考。
In recent years, due to factors such as COVID-19 and wars, the prices of energy such as oil have risen, and countries have paid increasing attention to issues such as environmental protection, coupled with the rapid and vigorous development of the electric scooter industry. Conduct research on consumer purchase behavior of electric scooters and explore factors that may affect consumer behavior.
This study explores the relationship among consumers' green absorptive capacity, environmental attitudes, consumers' green purchasing motivation, government subsidy policies, information asymmetry of green products, and consumers' green purchasing behavior. A total of 338 valid samples were collected and analyzed by means of statistical software, and the hypothesis was verified and explained. Finally, the relevant discussion was put forward. The research results showed that:
(1) Consumers' green absorption has no significant positive impact on consumers' green purchasing intention; (2) Environmental attitudes have a significant positive impact on consumers' green purchasing intention; (3) Consumers' green purchasing intention has a significant positive impact on consumers' green purchasing behavior (4) Consumer green absorptivity has a significant positive impact on consumers’ green buying behavior; (5) Environmental attitudes have a significant positive impact on consumers’ green buying behavior; (6) Consumer green absorptivity has a significant positive impact on consumers’ green buying behavior In the influence of green purchasing behavior, consumers' green purchasing intention has no mediating effect; (7) among the influence of environmental protection attitude on consumers' green purchasing behavior, consumers' green purchasing motive has a mediating effect; (8) government subsidy policy has a mediating effect on consumers' green purchasing behavior. Buying motivation positively affects consumers' green purchasing behavior, which has moderating effect; (9) Green product information asymmetry negatively affects consumers' green purchasing behavior, which has no moderating effect.
Through the results of this research, it can be used as a reference for the future electric vehicle companies to explore the consumer behavior as a reference for their marketing strategies.
誌謝 I
中文摘要 II
英文摘要 III
目錄 IV
圖目錄VI
表目錄VII
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 3
第四節 研究流程與步驟 4
第二章 文獻探討 5
第一節 消費者綠色吸收能力 5
第二節 環保態度 7
第三節 消費者綠色購買意願 9
第四節 政府補貼政策 11
第五節 綠色產品資訊不對稱程度 12
第六節 消費者綠色購買行為 13
第三章 研究設計 15
第一節 研究架構 15
第二節 研究假說 16
第三節 操作性定義與衡量 20
第四節 問卷設計 25
第五節 資料蒐集與分析 26
第四章 資料分析與探討 27
第一節 樣本量表與敘述性統計分析 27
第二節 衡量模式之分析 33
第三節 結構模式之分析 38
第五章 結論與建議 51
第一節 研究結果與討論 51
第二節 研究貢獻與管理意涵 54
第三節 研究限制與建議 56
參考文獻 57
附錄一 正式問卷 63
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三、網路參考資料
行政院環保署國家溫室氣體登陸平台(2022)。溫室氣體排放統計。2022年5月22日,取自:https://www.epa.gov.tw/Page/81825C40725F211C/6a1ad12a-4903-4b78-b246-8709e7f00c2b.
吳子綺(2020)。買對東西也能改變世界!實踐「綠色消費」對世界好一點。遠見雜誌。2020年04月30日,取自:https://www.gvm.com.tw/article/72478
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