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產品知覺與環境關注對綠色產品購買意願之影響

The Influence of 'Product Perception and Environment Concerns' on the Intention to Purchase Green Products

作者:陳國元
畢業學校:世新大學
出版單位:世新大學
核准日期:2015-09-08
類型:Electronic Thesis or Dissertation
權限:Copyright information available at source archive--shu....

中文摘要

本研究主要在於瞭解消費者的對於環境關注、綠色產品知覺、知覺價格、及綠色產品購買意願的情形,並探討不同人口背景變項在研究構面上之差異情形,以及不同研究構面是否影響綠色產品購買意願的關係情形。
本研究之對象為大陸地區一般公司員工或開業經營者,採問卷調查法,以隨機抽樣方式發放問卷瞭解受試者的直覺感觀現況,自2015年6月22日至2015年6月29日進行預試、自2015年7月17日至7月24日進行正式施測,結果發現:一、消費者環境關注及綠色產品知覺對綠色產品購買意願有顯著正向之影響。二、消費者綠色產品知覺對綠色產品購買意願有顯著正向之影響。三、知覺價格對消費者環境關注及綠色產品知覺與綠色產品購買意願的之關係皆宦都不具有干擾效果。
本研究建議:一、企業及政府可以加強消費者對環境關注的重視程度及瞭解。二、綠色商品之企業可以加強與消費者的知識分享及行銷公益。三、企業針對不同的消費者會採取不同的資訊訊息訴求。
對後續研究提出建議:一、以不同的研究方法來進行綠色產品的相關研究。二、增加研究範圍與研究對象。三、增加研究變項如不同的社會因素變項。

英文摘要

This thesis is to mainly to understand the situation of environmental attitudes, green product perception, purchase intention and green product purchase intention of Taiwanese businessman in mainland China; to investigate on the different demographic background variables of research dimensions; and to study the relationship between research dimensions to green product purchase intention.
The object of this study is the Taiwanese businessman in mainland China who are currently owners or are employed. The study employs random distribution of questionnaire to understand the attitudes and perception of the subjects. The pretest was conducted from Jun 22, 2015 to Jun 29, 2015. The formal test was conducted from Jul 17, 2015 to Jul 24, 2015. Data processing and statistical analysis were done to the gathered data from pretest and formal test. The results showed both environmental attitudes and the green product perception have positive effects on green product purchase intention. Price perception have no moderating effect on the relationship among environmental attitudes and the green product perception and green product purchase intention.
The study suggested to strengthen attention of environmental attitudes, manufactures of green products must share more information and green knowledge to its customers, and better understand what consumer concerns and provide appropriate marketing methods.
There are some suggestions by this research results: First, to adapt different research methods to examine. Second, to extend research bounds and investigate more research objects. Third, to add more dimensions in order to improve conceptual model.


指導教授 - 廖鴻圖

委員 - 陳俊廷

委員 - 吳聲昌

委員 - 周聖鈞


 

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