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系統識別號 U0026-1407202013240400
論文名稱(中文) 內外部因素影響綠色購買意願之研究
論文名稱(英文) The Influence of Internal and External Factors on Green Purchase Intentions
校院名稱 成功大學
系所名稱(中) 企業管理學系
系所名稱(英) Department of Business Administration
學年度 108
學期 2
出版年 109
研究生(中文) 沈博揚
研究生(英文) Po-Yang Shen
學號 R46071353
學位類別 碩士
語文別 中文
論文頁數 80頁
口試委員 指導教授-陳淑惠
口試委員-黃瀞瑩
口試委員-余明助
口試委員-李榮顯
中文關鍵字 綠色購買  綠色購買意願  環境關注  綠色信任  綠色產品 
英文關鍵字 Green Purhase  Green Purchase intention  Environmental Concern  Green Trust 
學科別分類
中文摘要 隨著世代越來越進步,資訊流通的通行無阻,消費者獲得有關環境維護的相關資訊也更加容易。消費者的消費觀念在近年來除了講求天然有機,也越來越重視對環境的影響,像是在清潔用品的選用上,選用對環境汙染較低的、電動機車的普及、選用低耗能產品,因此探討消費者對於綠色產品的購買原因成為許多學者的研究問題。
回顧過去對於綠色購買意願的相關研究,許多學者的研究大多著重在探討消費者內在因素。然而探討以外在因素影響消費者的綠色購買意願的論文,或是結合消費者的內在因素與外在因素觀點探討的論文較為鮮少,因此本研究將消費者內在感知以及外在環境影響因素一同探討,並以綠色信任以及環境關注作為中介變數,探討這些因素會如何影響消費者的綠色購買意願。
本研究建立綠色購買意願量表,進行網路問卷發放,共回收374份有效樣本,以結構方程式來檢驗各研究變數之間的相互關係。研究結果如下:
一、 綠色信任對內部因素(綠色感知價值/綠色感知風險)和綠色購買意願有部分中介效果。
二、環境關注對外部因素(社會規範/媒體影響)和綠色購買意願有部分中介效果。
三、綠色信任對媒體影響與綠色購買意願有部分中介效果。
英文摘要 SUMMARY
Reviewing the past research on green purchase intentions, most scholars' research focused on the internal factors of consumers. However, there are few papers that discuss external factors affecting consumers’ green purchasing intentions, or papers that combine consumers’ internal factors and external factors. Therefore, this study combines consumers’ internal perception and external environmental impact factors , and explore the green trust and environmental concerns as mediation variances to explore how these factors will affect consumers' green purchase intentions.
In this study, a scale of green purchase willingness was established, and online questionnaires were distributed. A total of 374 valid samples were recovered, and structural equations model analysis were used to examine the interrelationships among various research variables. The research results are as follows: (1) Green trust has a partial mediation effect on the relationship internal factors (green perceived value/green perceived risk) and green purchase intention. (2) Concern of Environment have a partial intermediary effect on external factors (social norms/media influence) and green purchase intentions.(3) Green trust has a partial mediation effect on the relationship of media influence and the willingness to buy green.
論文目次 第一章 緒論 1
第一節、研究背景與動機 1
第二節、研究目的 4
第三節、研究流程 5
第二章 文獻回顧 7
第一節、自我決定理論 7
第二節、內部因素 8
(一) 綠色感知價值 8
(二) 綠色感知風險 10
第三節、外部因素 12
(一) 社會規範 12
(二) 媒體影響 14
第四節、綠色信任 16
第五節、環境關注 18
第六節、綠色購買意願 21
第七節、間接效果 23
第三章 研究方法 25
第一節、研究架構 25
第二節、問卷設計 26
第三節、抽樣設計 32
第四節、資料分析與方法 32
第四章 研究結果 37
第一節、受測者基本資料敘述統計 37
第二節、信度與效度分析 39
第三節、變異數分析 47
第四節、研究假說驗證 52
第五章 結論與建議 62
第一節、研究結果討論 62
第二節、管理意涵 65
第三節、研究限制與建議 66
參考文獻 67
中文文獻 67
英文文獻 67
附錄一、正式問卷 77

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