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研究生:廖奕誠
研究生(外文):LIAO, YI-CHEN
論文名稱:消費者快時尚品牌綠色成衣購買行為的前因與後果之探討
論文名稱(外文):The antecedents and consequences of consumer purchase behavior for fast fashion green apparel
指導教授:顏于翔顏于翔引用關係
指導教授(外文):Yen, Yu-Xiang
口試委員:林鴻銘廖淑伶
口試委員(外文):Lin, Hung-MingLiao, Shu-ling
口試日期:2023-06-13
學位類別:碩士
校院名稱:元智大學
系所名稱:經營管理碩士班(行銷學程)
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2023
畢業學年度:111
語文別:中文
論文頁數:85
中文關鍵詞:快時尚綠色成衣計畫行為理論期望確認理論購買行為
外文關鍵詞:Fast fashiongreen apparelTheory of Planned BehaviorExpectation-Confirmation Theorypurchase behavior
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環境及永續議題的重要性日益凸顯,社會對於環境保護和永續發展的關注持續增加。然而,快時尚產業的迅速發展卻帶來了嚴重的環境問題和衰退現象。快時尚的生產模式和供應鏈對自然資源的消耗和環境污染負有重大責任。為應對這一挑戰,許多快時尚品牌開始投入綠色成衣的製作,以減少對環境的負面影響。綠色成衣意味著在生產過程中採用環保材料、減少廢棄物和污染物的排放,並確保勞工條件合理。然而,快時尚品牌對於綠色的投入程度和其對消費者行為的影響仍需深入研究。因此本研究對於台灣消費者購買快時尚品牌所推出之綠色成衣,進行購買行為與其前因後果之探討。本研究根據計畫行為理論、期望確認理論為基礎,提出整合性模型以探討此一議題。本研究針對台灣快時尚品牌消費者進行問卷調查,透過便利性抽樣及滾雪球抽樣以蒐集問卷資料,最後收回370份有效問卷,並透過SPSS及SmartPLS兩統計軟體進行資料分析。

在研究結果中得知,消費者的「主觀規範」、「知覺行為控制」、「綠色品牌形象」對「購買意願」皆有正向顯著影響,然而「綠色態度」、「綠色產品屬性」並未呈現正向顯著的影響;消費者的「購買意願」正向顯著影響其「購買行為」,而其「購買行為」也正向顯著影響「再購買意願」,同時「再購買意願」也正向顯著影響了消費者們的「忠誠度」;「確認」、「滿意度」在消費者們的「購買行為」與「再購買意願」間皆呈現正向顯著的調節效果;而「忠誠度」和「滿意度」正向顯著影響消費者的「口碑」。本研究爾後針對研究結果提出未來研究的方向與建議,並以其提出快時尚品牌行銷策略上之建議。

The importance of environmental and sustainability issues is increasingly evident, and society's concern for environmental protection and sustainable development continues to grow. However, the rapid growth of the fast fashion industry has resulted in severe environmental problems and decline. The production methods and supply chains of fast fashion have significant responsibilities for the depletion of natural resources and environmental pollution. To address this challenge, many fast fashion brands have started investing in the production of green apparel to reduce their negative impact on the environment. Green apparel imply using eco-friendly materials, reducing waste and pollutant emissions during production, and ensuring reasonable labor conditions. However, the extent of fast fashion brands' investment in green practices and their impact on consumer behavior still require further research. Therefore, this study aims to explore the purchasing behavior and its antecedents and consequences concerning Taiwanese consumers' purchase of green apparel from fast fashion brands. Drawing on the Theory of Planned Behavior and Expectation-Confirmation Theory, an integrated model is proposed for investigation. A questionnaire survey is conducted among Taiwanese consumers of fast fashion brands, collecting data through convenience and snowball sampling. 370 valid responses are collected and analyzed using statistical software, namely SPSS, and SmartPLS.

The research findings reveal that consumers' subjective norms, perceived behavioral control, and green brand image positively and significantly influence their purchase intention, while green attitude and green product attributes do not exhibit a significant positive influence. Purchase intention positively and substantially impacts consumers' purchase behavior, which, in turn, positively and significantly influences their intention for repeat purchases. Moreover, repeat purchase intention positively and substantially affects consumers' loyalty, while confirmation and satisfaction exhibit positive and significant moderating effects on the relationship between purchase behavior and repeat purchase intention. Furthermore, loyalty and satisfaction positively and significantly influence consumers' word-of-mouth communication. Based on the research findings, future research directions, and recommendations are proposed, along with marketing strategy suggestions for fast fashion brands.

目錄
書名頁 …………………………………………………………………………………i
論文口試委員審定書 …………………………………………………………………ii
中文摘要 ………………………………………………………………………………iii
英文摘要 ………………………………………………………………………………v
誌謝 …………………………………………………………………………………vii
目錄 …………………………………………………………………………………viii
表目錄 ………………………………………………………………………………… x
圖目錄 …………………………………………………………………………………xi
第一章、 緒論 1
第一節、研究背景與動機 1
第二節、研究問題與目的 4
第三節、研究流程 6
第二章、 文獻探討 7
第一節、快時尚產業與綠色成衣市場之發展 7
第二節、計畫行為理論及架構 9
第三節、期望確認理論及架構 13
第四節、綠色產品屬性 16
第五節、綠色品牌形象 17
第六節、忠誠度 18
第七節、口碑 19
第三章、 研究方法 21
第一節、研究假設 21
第二節、研究架構 27
第三節、問卷設計 28
第四節、調查方法 36
第五節、分析方法 36
第四章、 資料分析結果 40
第一節、樣本結構描述 40
第二節、各變數敘述性統計分析 42
第三節、信度分析 45
第四節、相關分析 46
第五節、效度分析 48
第六節、適配度分析 51
第七節、結構方程模式分析 52
第五章、 研究結論與建議 55
第一節、研究結論 55
第二節、 理論與實務意涵 60
第三節、研究限制與未來研究建議 64
第六章、 參考文獻 67
第七章、 附錄 80


中文參考文獻:
江嘉棋(2022)‧品牌知名度、產品屬性與產品知識程度對購買意願影響之研究─以快時尚的綠色成衣為例(碩士論文)‧取自https://hdl.handle.net/11296/keb9c7。
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吳宗遠(2014) ‧計畫行為理論應用於綠色產品購買之研究(碩士論文) ‧取自 https://hdl.handle.net/11296/2n2ypn。
周雅翎(2017) ‧以期望確認理論探討女性消費者對化粧品的休閒體驗及再購意願-以Shiseido為例(碩士論文) ‧取自 https://hdl.handle.net/11296/9x67hu
徐若嵐(2016) ‧品牌形象及產品屬性影響消費者購買國外快速流行服飾意願之研究─以臺北市大專院校學生為例(碩士論文) ‧取自https://hdl.handle.net/11296/27b575。
黃芳銘‧(2004)社會科學統計方法學:結構方程模式‧台北:五南。
經濟部工業局(2022)‧經濟部資源再生綠色產品審查認定辦法‧取自https://gpi.edf.org.tw/

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Morlet A, Opsomer R, Herrmann S, Balmond L, Gillet C, Fuchs L (2017)‧A new textiles economy: redesigning fashion’s future. Ellen MacArthur Foundation.‧取自https://www.ellenmacarthurfoundation.org/assets/downloads/publications/A-New-Textiles-Economy_Full-Report.pdf.
Neilsen‧行銷報告‧取自https://blog.dcplus.com.tw/marketing-knowledge/reputation_marketing/111317
Statista (2023)‧綠色成衣占比預測‧取自https://www.statista.com/forecasts/1307848/worldwide-sales-of-sustainable-clothing-items
ZARA(2023)‧官網‧https://www.zara.com/tw/zt/z-join-life-mkt1399.html
行政院環保署(2020) ‧環保署焦點議題‧取自https://www.epa.gov.tw/DisplayFile.aspx?FileID=9ED7C2761592DCEE&P=445ddc12-ffa9-4f76-b393-3e2316596a01
鉅亨網美股(2017)‧UNIQLO年報‧取自https://news.cnyes.com/tag/UNIQLO?exp=a
綠色和平(2016)‧新聞稿‧取自https://www.greenpeace.org/taiwan/press/4463/%E5%85%A8%E8%87%BA%E6%AF%8F%E5%B9%B4%E4%B8%9F%E6%A3%84520%E8%90%AC%E4%BB%B6%E8%A1%A3%E6%9C%8D%E3%80%80%E7%B6%A0%E8%89%B2%E5%92%8C%E5%B9%B3%E5%91%BC%E7%B1%B2%E3%80%8C%E6%B8%9B%E6%B3%95%E7%94%9F/
遠見雜誌(2017)‧環境生態報導‧取自https://www.gvm.com.tw/article/41043

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