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系統識別號 U0026-0906201013592700
論文名稱(中文) 綠色產品知覺價值、知覺風險與購買意願之研究—以綠能薄型數位電視為例
論文名稱(英文) A Study of the Impacts of Green Flat Digital Television on Perceived Value, Perceived Risk and Purchasing Intention
校院名稱 成功大學
系所名稱(中) 高階管理碩士在職專班(EMBA)
系所名稱(英) Executive Master of Business Administration (EMBA)
學年度 98
學期 2
出版年 99
研究生(中文) 鄭吉宏
研究生(英文) Chi-Hung Cheng
電子信箱 kichikou@gmail.com
學號 r0797127
學位類別 碩士
語文別 中文
論文頁數 143頁
口試委員 指導教授-祝鳳岡
口試委員-趙義隆
口試委員-劉明德
中文關鍵字 薄型數位電視  知覺價值  知覺風險  購買意願 
英文關鍵字 flat digital TVs  perceived value  perceived risk  purchase intention 
學科別分類
中文摘要 隨著全球數位電視訊號的變更,引發全球一波數位電視機的更換潮。由於包括液晶電視、電漿電視與背投影電視在內的薄型數位電視,與傳統類比訊號時代的發展已全然不同,牽動著消費者不同的消費行為。
全球倡導了30年的綠色、環保、節能議題,隨著2008年全球的金融海嘯漫進了生活的每個角落。早已成為家庭中心的電視,也身處在這場綠色風潮當中,而且,隨著數位浪潮的發展,各國的電視訊號將在2010~2015年之間完成類比訊號的回收,而美國更是將時程提前到2009年回收。
市調機構DisplaySearch統計,2009年具備綠能特性的薄型數位電視,已經佔有30%,預計2010年起,在各國轉換數位電視訊號的推波助瀾下,具有綠能環保特性的薄型數位電視將佔據55%的市場。
本研究在綠能環保與數位訊號當道的今日,以綠能薄型數位電視為基礎,探討綠能知覺價值、知覺品質、產品屬性、消費態度以及購買意願之間的關係。
本研究以臺灣750萬家庭戶數進行抽樣,受訪的對象包括已購買薄型數位電視,或是即將在半年內購買的家庭決策者,以問卷調查的方式蒐集資料,共計發放609份問卷,回收523份,在剔除無效問卷後,共459份有效問卷。
研究結果顯示,對綠能環保的知覺價值越高,與知覺風險的相關性也越顯著;而消費者對綠能環保的知覺價值越高,與產品屬性的相關性也越顯著。
消費態度受到知覺價值與知覺風險的影響,知覺的程度越高,對消費態度的關聯性也越高。同時,消費態度的高低,也對知覺風險產生正向的影響。
英文摘要 Since the global digital signals change, trigger a wave of flat digital TV replacement. Development of flat digital TVs includes LCD TVs, plasma TVs and rear-projection TVs, have been completely differ from the times of cathode ray tube TVs (CRT TV), and affects consumers behavior.
Green concepts, which have been advocated more than 30 years, diffuse into every concer of life with global financial crisis in 2008. Television, has been family center, also in such green wave, will not only toward digital signals, but also enable more ecology, environmental protection attributes. Analog signals will be completed the recovery between 2010 and 2015, while the U.S. also push ahead to recover analog signals in 2009.
The study bases on flat digital TV to discuss relationships between perceived value, perceived quality, product attributes, consumer attitudes, and purchase intentions. 7.5 million households in Taiwan is the sample basis of the study, and criterion of the respondents must be decision maker, and have purchased flat digital TVs, or be purchased within 6 months. A total of 609 questionaires were isused, and got back 523 copies, disregarding invalid questionnaires, a total of 459 valid questionnaires.
The results showed that the higher perceived value of green, the more significant perceived risk associated with; while the higher perceived value of green, the more significant product attributes correlated with.
The higher level of perceived value and perceived risk by the impact of perception, the higher relevance of consumer attributes. And, positive impact of perceived risk also generated by the level of consumer attitude.
論文目次 摘  要 I
Abstract II
誌  謝 III
目  錄 IV
表 目 錄 VII
圖 目 錄 XI
第一章 緒論 1
第一節 研究背景與動機 2
第二節 研究目的 5
第三節 研究流程與內容 6
第二章 全球薄型數位電視現況分析 7
第一節 全球薄型數位電視現況與發展 8
第二節 薄型數位電視技術發展現況 14
第三節 薄型數位電視供應商競爭策略 20
第三章 文獻探討 24
第一節 綠色行銷 24
第二節 購買行為 28
第三節 知覺價值 36
第四節 知覺風險 39
第五節 產品屬性 41
第六節 消費態度 43
第七節 生活型態 46
第八節 相關文獻彙整 50
第四章 研究方法 51
第一節 研究架構 51
第二節 變數操作性定義與衡量 52
第三節 研究假設 57
第四節 問卷設計 59
第五節 抽樣與調查對象 61
第六節 問卷回收與樣本結構 61
第七節 資料分析方法 63
第五章 研究分析與結果 67
第一節 敘述統計資料分析 67
第二節 因素分析與信度檢定 73
第三節 t檢定與變異數分析 80
第四節 集群分析、區別分析、多變異數分析 82
第五節 典型相關分析 86
第六節 羅吉斯迴歸分析 94
第七節 迴歸分析 97
第八節 線性結構關係模式(LISREL) 106
第九節 多元尺度分析(MDS) 109
第九節 研究實證結果與假設驗證 112
第六章 研究結論與建議 114
第一節 研究結論 114
第二節 研究建議 124
第三節 研究貢獻 131
第四節 研究限制 132
參考文獻 133
附錄一 問卷調查表 139
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