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論文名稱(中文) 探討影響台灣學齡前兒童之家長對於綠色玩具的認知價值與購買意向的要素
論文名稱(英文) Factors Affecting Parents' Perceived Value and Purchase Intention of Green Toy in Taiwan
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士在職專班
系所名稱(英) Institute of International Management (IIMBA--Master)(on the job class)
學年度 101
學期 2
出版年 102
研究生(中文) 蕭志成
研究生(英文) Chih-Cheng Hsiao
學號 ra7971259
學位類別 碩士
語文別 英文
論文頁數 79頁
口試委員 指導教授-偉耶倫
口試委員-陳永信
口試委員-鄭天澤
中文關鍵字 計畫行為理論  擴展型計畫行為理論  環境意識  消費者態度  購買意向  價格意識  自我認知  認知責任 
英文關鍵字 Green Toys  Perceived Value  Purchase Intention 
學科別分類
中文摘要 摘要
此研究整合了計畫行為理論與擴展型計畫行為理論來探討消費者對於綠色玩具的認知價值與購買意向。此研究的模型首先建立了消費者對於環境意識的認知做為前測項目,藉以測量消費者對於環境意識問題的感受程度強烈與否,另外並加入價格意識當成中介變數,藉以衡量價格是否間接影響消費者在態度上、主觀規範與知覺行為控制上影響了消費者對於綠色玩具的購買意向。
本研究使用紙本問卷的發放與調查方式針對台北市與新北市共四所幼兒園的家長收集問卷資料,使用了信度分析檢測問卷內容的一致性,再使用結構方程式分析計畫行為理論模型與擴展型計畫行為理論模型來驗證各結構對於消費者在綠色玩具此產品的認知價值與購買意向之間的關係。
根據實証結果發現,消費者的環境意識對於消費者在綠色玩具此產品的認知價值與購買意向具有正向的影響,而消費者本身的對於壞境的自我認知與環境認知責任也對於消費者在綠色玩具此產品的購買意向具有正面的影響,另外發現消費者的主觀意識並不對消費者在綠色產品的認知價值與購買意向產生正向影響,此實証結果可簡略說明消費者對於綠色玩具的認知大多以自我認知與意識為優先思考而不以同儕或團體的意見或是慫恿的意見做為定奪。
英文摘要 ABSTRACT
This paper incorporates the Theory of Planned Behavior (TPB)and Expended Theory of Planned Behavior (ETPB) in studying the consumers’ behavior in the context of green toy products. Our conceptual framework uses one consumer belief to be an antecedent to the attitude: green concern. An additional construct – price consciousness is hypothesized to moderates the effects attitude, subjective norm and perceived behavioral control on purchase intention, respectively. Self-identity and perceived responsibility from the Expanded Theory of Planned Behavior (ETPB) are utilized in this study to analyze the sustainable purchasing intentions of our target of survey. Self-Identity and Perceived Responsibility yield significant results in confirming a relationship in the determination of sustainable purchase behavior. Online survey and hardcopies were conducted and distributed for data collection and a total of 282 respondents in Taipei city and New Taipei city have supported this survey. The results indicate that green concern has effect on attitude toward green toy products and self-identity and perceived responsibility have positive and significant effect on respondents' purchase intention of green toys. The theoretical and managerial implications of the results as well as the future research recommendations are discussed. 
論文目次 TABLE OF CONTENTS
ABSTRACT I
摘要 II
ACKNOWLEDGEMENTS III
TABLE OF CONTENTS IV
LIST OF TABLES VIII
LIST OF FIGURES IX
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation. 1
1.2 Research Objective and Contribution. 2
1.2.1 Industrial Trend and Focus. 2
1.2.2 Parents' Perception of Kids' Product. 4
1.2.3 Summary. 5
1.3 Research Project. 5
1.4 Research Flows. 6
1.5 Research Structure. 6
CHAPTER TWO LITERATURE REVIEW 8
2.1 Theoretical Background. 8
2.1.1 Theory of Planned Behavior. 8
2.1.2 Expanded Theory of Planned Behavior. 10
2.2 Definition of Research Constructs. 12
2.2.1 Green Concern. 12
2.2.2 Price Consciousness. 12
2.2.3 Purchasing Intention. 13
2.3 Hypotheses Development. 14
2.3.1 The Relationship between Green Concern and Attitude of toward Product. 14
2.3.2 The Relationship between Attitude toward Product and Behavioral Intention. 15
2.3.3 The Relationship between Subjective Norm and Behavioral Intention. 15
2.3.4 The Relationship between Perceived Behavioral Control and Behavioral Intention. 16
2.3.5 The Influence of Moderating Effect of Price Consciousness on the Relationship among Attitude toward Product, Subjective Norm, Perceived Behavioral Control and Behavioral Intention. 16
2.3.6 The Relationship between Self-identity and Behavioral Intention. 17
2.3.7 The Relationship between Perceived Responsibility and Behavioral Intention. 18
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 19
3.1 Research Framework. 19
3.2 Operationalization of Research Variables. 20
3.2.1 Independent Variables. 20
3.2.2 Dependent Variables. 20
3.2.3 Moderating Variable. 21
3.3 Construct Measurement. 21
3.3.1 Green Concern. 21
3.3.2 Attitude toward the Product of Green Toys. 22
3.3.3 Subjective Norm. 22
3.3.4 Perceived Behavioral Control. 23
3.3.5 Price Consciousness. 24
3.3.6 Purchase Intention of Buying Green Toys. 24
3.3.7 Self-identity. 25
3.3.8 Perceived Responsibility. 26
3.4 Questionnaire Design. 26
3.5 Sampling Plan. 27
3.6 Data Analysis Procedures. 28
3.6.1 Descriptive Statistics. 28
3.6.2 Purification and Reliability of the Measurement Variables. 29
3.6.3 Structural Equations Modeling (SEM). 30
CHAPTER FOUR RESEARCH RESULTS AND ANALYSIS 31
4.1 Data Collection. 31
4.2 Descriptive Analysis. 32
4.2.1 Characteristics of Respondents. 32
4.2.2 Measurement Results of Research Variables. 33
4.3 Measurement Result for Relevant Research Variables. 36
4.3.1 Factor Analysis and Reliability Test. 36
4.3.2 Structural Model. 41
4.3.2 Moderating Effects. 45
CHAPTER FIVE CONCLUSION AND DISCUSSION 49
5.1 Research Conclusions. 49
5.2 Research Contributions and Discussions. 50
5.3 Managerial Implications. 53
5.4 Research Limitations and Future Research Suggestions. 55
REFERENCES 57
APPENDICES 61
Appendix 1: Survey Questionnaire (English version) 61
Appendix 2: Survey Questionnaire (Chinese version) 69
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