綠色商品再購買行為之研究-以消費價值與凡勃倫效應為觀點

以作者查詢圖書館館藏

、以作者查詢臺灣博碩士

、以作者查詢全國書目

、勘誤回報

、線上人數：74

、訪客IP：3.138.125.197

姓名

葉晉汶(Chin-Wen Yeh) 查詢紙本館藏

畢業系所

企業管理學系

論文名稱

綠色商品再購買行為之研究-以消費價值與凡勃倫效應為觀點

相關論文

★ 二氧化鈦技術生命週期之研究	★ 整體後勤業參與同步工程於產品開發績效關係之研究—以中科院為例
★ 筆記型電腦之IFA/PIFA天線技術生命週期分析	★ 國籍航空公司經營績效分析－以資料包絡分析方法分析
★ 從專利分析看3D IC技術與市場發展	★ 影響企業導入電子發票系統成效之因素探討
★ 影響企業導入數位學習成功因素之探討-以個案公司為例	★ 產品生命週期管理系統導入成功要素之探討--以S科技公司為例--
★ 組織創新能力影響因素研究	★ 製造業閒置資產轉售平台製造業閒置資產轉售平台-以廣達電腦股份有限公司為例
★ 供應商先行者優勢探討-以宸鴻科技為例	★ 團隊領導者創新特質與開放式創新專案關係之研究
★ 從商業生態系統談樞紐者策略-以Apple 與Nokia 為例	★ 個人電腦的競爭與發展策略-以台灣電子產業為例
★ 應用兩階段資料包絡分析法評估高級職業學校之經營績效	★ ERP導入的促進因素:使用者觀點

檔案

[Endnote RIS 格式]

[Bibtex 格式]

[相關文章]

[文章引用]

[完整記錄]

[館藏目錄]

至系統瀏覽論文 ( 永不開放)

摘要(中)

現今環保觀念的漸漸抬頭，愈來愈多的消費者會開始消費綠色相關的商品，透過購買綠色商品來達到保護環境的一種方式，然而目前綠色商品的價格相較於傳統商品仍然價格較高，但總是有消費者願意購買。因此，本論文主要研究的目的在於想要了解消費者購買綠色相關商品的行為背後主要的動機。消費者的自身的價值觀會直接影響消費者的選擇行為，所以本論文研究將消費價值理論做為探討消費者再購買綠色商品行為的因素，且因為相較於傳統的商品，綠色商品的單價較高，本研究將納入凡勃倫效應做為探討綠色商品購買之行為因素。
本研究採用SPSS 21和AMOS 21將收集回來的資料進行分析，結果顯示，在消費價值理論中，除了功能價值對綠色商品的再購買意圖沒有顯著的影響外，其他四項價值都對綠色商品再購買意圖都有正向顯著的影響。在凡勃倫效應中，個人聲望正向顯著影響消費者再購買綠色商品意圖，從眾行為對綠色商品在購買意圖沒有顯著的影響，吸引力對綠色商品再購買意圖是負向的影響。且當消費者有足夠的再意圖，會使消費者的有再購買的行為，因此綠色商品再購買意圖對綠色商品再購買行為有正向顯著的影響。
經由本論文研究的分析，認為綠色商品受到會價值的影響，且也會因為個人的身份地位影響消費者購買綠色商品。本研究建議在以後的綠色商品可以走向高端精品

摘要(英)

Now the rise of environmental awareness, more and more consumers began to pay attention to their purchase of goods is beneficial to the environment, or to buy goods in the destruction of the environment. This study is mainly concerned about when consumers buy green goods, what factors, so they are willing to buy green goods. After all, green goods are more expensive than general commodity prices, and at such a high price, consumers are willing to buy again. Therefore, this study combines consumer value with the Veblen effect to explore the factors that consumers buy green goods again. In this study, the use of SPSS 21 and AMOS 21 will be collected back to the data analysis, the results show that the green goods re-purchase intent will be partially affected in the consumer value theory, in addition to the functional value has no significant impact, the other four values are green goods Re-purchase intention has a significant impact. In the Veblen effect, personal prestige significantly affects consumers to buy green goods, you can speculate that we again for consumers to buy green goods behavior will be affected by the reputation. Recommended in the future the green goods can go to be boutique.

關鍵字(中)

★ 綠色消費
★ 綠色商品
★ 綠色購買行為
★ 凡勃倫效應
★ 消費價值

關鍵字(英)

★ Green consumption
★ Green product
★ Green purchase behavior
★ Veblen effect
★ Consumption value

論文目次

中文摘要............................................v
誌謝..............................................vii
第一章緒論............................................1
第一節研究背景與動機...................................1
第二節研究目的.........................................3
第三節研究流程.........................................4
第二章文獻探討.........................................5
第一節綠色購買行為（Green purchase behavior）...........5
一、綠色商品(Green Product).............................5
二、綠色購買行為 (Green purchase behavior)...............7
三、購買意圖與行為........................................7
第二節消費價值理論（The Theory of Consumption Value)....9
一、功能價值（Functional Value）..................10
二、社會價值（Social Value）......................11
三、情感價值（Emotional Value）...................11
四、嘗新價值（Epistemic Value）...................12
五、條件價值 (Conditional Value)...................12
第三節凡勃倫效應.......................................13
一、凡勃倫效應......................................13
二、凡勃倫效應的原理.................................13
第三章研究架構與研究設計................................18
第一節研究架構........................................18
第二節研究假設........................................19
一、消費價值理論....................................19
二、凡勃倫效應......................................24
三、綠色商品再購買意圖與行為..............................26
第三節研究變數操作型定義及問項設計.......................27
第四節研究對象與資料蒐集...............................29
第五節統計分析方法.....................................30
一、樣本敘述性統計分析..................................30
二、信度檢定...........................................30
三、效度分析...........................................31
四、假設檢驗...........................................32
第四章資料分析與與研究結果驗證...........................37
第一節敘述性統計資料分析.................................37
第二節研究變數敘述性統計................................39
第三節測量模型之信效度分析...............................42
一、信度分析............................................42
二、效度分析............................................43
第四節結構模型之路徑分析................................46
一、研究模型與模型配適度檢定..............................46
二、路徑分析結果........................................47
第五章結論與建議.......................................51
第一節研究討論........................................51
一、消費價值對消費者綠色商品再購買意圖的影響...............51
二、凡勃倫效應對消費者在購買綠色商品意圖的影響.............53
三、干擾變數-年紀對綠色商品再購買意圖的影響................53
第二節研究意涵..........................................54
一、理論面..............................................54
二、實務面..............................................55
第三節研究限制與建議....................................56
參考文獻................................................57
附錄一問卷..............................................63

圖表目錄
圖表 1研究流程...........................................4
圖表 2消費價值理論......................................10
圖表 3 架構圖...........................................18
圖表 4消費價值操作型定義及問項............................27
圖表 5凡勃倫效應變數操作型定義及問項......................28
圖表 6綠色購買意圖與行為變數操作型定義及問項...............28
圖表 7配適指標參考值.....................................33
圖表 8樣本人口統計變數之分佈情況.........................38
圖表 9問項平均數統計表..................................39
圖表 10各構面之信度分析表...............................42
圖表 11驗證性因素分析表.................................44
圖表 12測量模式之構面相關矩陣............................45
圖表 13整體模型配適度...................................46
圖表 14完整模型分析結果圖................................47
圖表 15整體模型假說驗證匯總表............................49
圖表 16................................................50

參考文獻

【1】 Biswas, M. Roy (2015) Green Products: An exploratory study on the consumer behaviour in emerging economies of the East Journal of Cleaner Production, 87: 463-468.
【2】 D.M.H. Thomson (2007) SensoEmotional optimization of food products and brands H. MacFie (Ed.), Consumer-led and food product development, Woodhead Publishing Limited, Cambridge: 281-303.
【3】 De Fraja, G. (2009). The origin o f utility: Sexual selection and conspicuous consumption.
【4】 Gurven, M., Allen-Arave, W., Hill, K., & Hurtado, M. (2000). It’s a wonderful life: Signaling generosity among the Ache of Paraguay. Evolution and Human Behavior, 21: 263-282.
【5】 H. Han, L.T.J. Hsu, C. Sheu (2010) Application of the theory of planned behavior to green hotel choice: Testing the effect of environmental friendly activitiesTourism Management, 31 (3): 325-334.
【6】 H. Rahnama, S. Rajabpour(2016) Identifying effective factors on consumers′ choice behavior toward green products: The case of tehran, the capital of Iran Environmental Science and Pollution Researc
【7】 Hardy, C. L., & Van Vugt, M. (2006). Nice guys finish first: The competitive altruism hypothesis. Personality and Social Psychology Bulletin, 32: 1402-1413.
【8】 Henrich, J., & Gil-White, F. J. (2001). The evolution of prestige: Freely conferred deference as a mechanism for enhancing the benefits of cultural transmission. Evolution and Human Behavior, 22: 165-196.
【9】 J. Brown, P. Reingen (1987) Social ties and word-of-mouth referral behavior Journal of Consumer Research, 14: 350-36.
【10】 Jagdish N. Sheth(1991)Why we buy what we buy: A theory of consumption value Journal of Business Research Volume 22, 2: 159-170.
【11】 Journal of Economic Behavior & Organization, 72, 51-69.2009.05.019

【12】 L. Bei, E. Simpson(1995)The determinants of consumers’ purchase decisions for recycled products: an application of acquisition-transaction utility theoryAdvances in Consumer Research, 22 (1): 257-261.
【13】 M. Laroche, J. Bergeron, G. Barbaro-Forleo (2001) Targeting consumers who are willing to pay more for environmentally friendly products Journal of Consumer Marketing, 18: 503-520.
【14】 Materialism, narcissism and the attitide towards conspicuous consumption Branko Velov, Vesna Gojković, and Veljko Đurić PSIHOLOGIJA, 2014, Vol. 47(1): 113-129.
【15】 Nelissen, R. M. A., & Meijers, M. H. C. (2011). Social benefits of luxury brands as costly signals of wealth and status. Evolution and Human Behavior, 32: 343-355.
【16】 P.A. Pavlou, L. Chai(2002) What drives electronic commerce across cultures? a cross-cultural empirical investigation of the Theory of Planned Behaviour Journal of Electronic Commerce Research, 3 (4), 240-253 h (2016): 1-15.
【17】 R.J. Taormina, K.Y. Chong (2010) Purchasing counterfeit and legitimate products in China: Social and psychological correlates and predictors Journal of East-West Business, 16 (2): 118-145.
【18】 S.B. Johansen, T. Naes, M. Hersleth (2011)Motivation for choice and healthiness perception of calorie-reduced dairy products. A cross-cultural study Appetite, 56: 15-24.
【19】 Saad, G. (2007). The Evolutionary Bases of Consumption. Mahwah, NJ: Erlbaum
【20】 Semmann, D., Krambeck, H., & Milinski, M. (2005). Reputation is valuable within and outside one’s social group. Behavioral Ecology and Sociobiology, 57: 611-616.
【21】 Sundie, J. M., Kenrick, D. T, Griskevicius, V., Tybur, J. M., Vohs, K. D., & Beal, D. J.(2011). Peacocks, Porsches, and Thorstein Veblen: Conspicuous consumption as a sexualsignaling system. Journal of Personality and Social Psychology, 100: 664-680.
【22】 Afroz, R., et al. (2015). "Consumer purchase intention towards environmentally friendly vehicles: an empirical investigation in Kuala Lumpur, Malaysia." Environmental Science and Pollution Research 22(20): 16153-16163.
【23】 Chen, K. and T. Deng (2016). "Research on the Green Purchase Intentions from the Perspective of Product Knowledge." Sustainability 8(9).
【24】 Liobikiene, G., et al. (2016). "Theory of planned behavior approach to understand the green purchasing behavior in the EU: A cross-cultural study." Ecological Economics 125: 38-46.
【25】 de Medeiros, J. F. and J. L. D. Ribeiro (2017). "Environmentally sustainable innovation: Expected attributes in the purchase of green products." Journal of Cleaner Production 142: 240-248.
【26】 Liobikiene, G., et al. (2017). "Environmentally friendly behaviour and green purchase in Austria and Lithuania." Journal of Cleaner Production 142: 3789-3797.
【27】 Yadav, R. and G. S. Pathak (2017). "Determinants of Consumers′ Green Purchase Behavior in a Developing Nation: Applying and Extending the Theory of Planned Behavior." Ecological Economics 134: 114-122.
【28】 Maichum, K., et al. (2016). "Application of the Extended Theory of Planned Behavior Model to Investigate Purchase Intention of Green Products among Thai Consumers." Sustainability 8(10).
【29】 Suki, N. M. (2016). "Consumer environmental concern and green product purchase in Malaysia: structural effects of consumption values." Journal of Cleaner Production 132: 204-214.
【30】 Suki, N. M. (2016). "Green product purchase intention: impact of green brands, attitude, and knowledge." British Food Journal 118(12): 2893-2910.
【31】 Wang, Y. C. and B. T. Hazen (2016). "Consumer product knowledge and intention to purchase remanufactured products." International Journal of Production Economics 181: 460-469.

【32】 Solomon, M.R.( 2007),” Concumer Behavior: Buying, Having and Being”, Eighth Edition, Prentice Hall: NJ.
【33】 Belk,R.W.（1988）,Possessions and The Extended Self, Journal of Consumer Research,15(Sep): 139-168.
【34】 Donovan, R., J. R. Rossiter, G. Marcoolyn, and A. Nesdale（1994）, Store Atmosphere and Purchasing Behavior, Journal of Retailing: 283-294.
【35】 Donthu, N. and Garcia, A. (1999), The Internet shopper, Journal of Advertising Research, 39(3): 52-58.
【36】 Fishbein, M. and Ajzen, I. (1975), Belief, attitude, intention and behavior: an introduction to theory and research, Reading (MA): Addison-Wesley
【37】 Grewal,D.and Bzker,J.（1994）, Do Retail Store Enviroment Factors Affect Consumers’Price Acceptability? An Empirical Examination , International Journal of Research In Marketing, 11: 107-115.
【38】 Hirschman, E.C. and Holbrook, M.B.（1982）, Hedonic Consumption: Emerging Concepts, Methods and Propositions, Journal of Marketing,.46. Summer: 92-101.
【39】 Holbrook(1994). Ethics in Consumer research: An Overview and Prospectus, Advances in Consumer Research, 21: 566-571.
【40】 Huang, J.H., B. Lee and S.H. Ho (2004), Consumer attitude toward gray market goods, International Marketing Review, 21(6): 598-614.
【41】 Kashyap, R. and Bojanic, D. C. (2000), A structural analysis of value, quality and price perceptions of business and leisure travelers, Journal of Travel Research, 39: 45-51.
【42】 Mattila, A.S. (2001), Emotional bonding and restaurant loyalty, The Cornell Hotel and Restaurant Administration Quarterly, 42(6): 73-79.
【43】 Monroe, K. B. and Krishnan, R. (1985), The effect of price on subjective product devaluations, perceived quality: how consumers view stores and merchandise, In J. Jacoby and Olsion, J. (Eds.), Lexington, MA: D. C. Heath, 209-232.

【44】 Morwitz and Schmittlein (1992), Using segmentation to improve sales forecasts based on purchase intent: Which ‘intenders’ actually buy? Journal of Marketing Research, 29(4): 391-405.
【45】 Pihlström, M. and Brush,G.J. (2008) , Comparing the Perceived Value of Information and Entertainment Mobile Services, Psychology & Marketing, 25(8): 732-755.
【46】 Sheth, J. N., Newman, B. I. and Gross, B. L. (1991) , Why We Buy What We Buy: A Theory of Consumption Values, Journal of Business Research, 22: 159-170.
【47】 Strahilevitz, M. and Myers, J. G. (1998), Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You are Trying to Sell, Journal of Consumer Research, 24(4): 434-446.
【48】 Voss, G. B., Parasuraman, A. and Dhruv, G. (1998), The role of price, performance, and expectations in determining satisfaction in service exchanges, Journal of Marketing, 62(4): 46-61.
【49】 Zeithaml, Valarie A. (1988), Consumer perceptions of price, quality and value: a means-end model and synthesis of evidence, Journal of Marketing, 52: 2-22.
【50】 Bagozzi, R. P. and Y. Yi (1988). "On the evaluation of structural equation models." Journal of the academy of marketing science 16(1): 74-94.
【51】 Browne, M. W., R. Cudeck, K. A. Bollen and J. S. Long (1993). "Alternative ways of assessing model fit." Sage Focus Editions 154: 136-136.
【52】 Doll, W. J., W. Xia, M. Hall and G. Torkzadeh (1994). "A Confirmatory Factor Analysis of the End-User Computing Satisfaction Instrument." Mis Quarterly 18(4): 453-461.
【53】 Fornell, C. and D. F. Larcker (1981). "Evaluating structural equation models with unobservable variables and measurement error." Journal of Marketing Research (JMR) 18(1).

【54】 Griskevicius, V., J. M. Tybur and B. Van den Bergh (2010). "Going Green to Be Seen: Status, Reputation, and Conspicuous Conservation." Journal of Personality and Social Psychology 98(3): 392-404.
【55】 Guilford, J. P. (1965). "Fundamental statistics in psychology and education."
【56】 Hair, J. F., R. E. Anderson, R. L. Tatham and C. William (1998). Black (1998), Multivariate data analysis, Upper Saddle River, NJ: Prentice Hall.
【57】 Hu, L. t. and P. M. Bentler (1999). "Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives." Structural Equation Modeling: A Multidisciplinary Journal 6(1): 1-55.
【58】 Kenny, D. A. (2011). "Measuring model fit." Retrieved November 29: 2011.
【59】 Lin, P. C. and Y. H. Huang (2012). "The influence factors on choice behavior regarding green products based on the theory of consumption values." Journal of Cleaner Production 22(1): 11-18.
【60】 Rahnama, H. and S. Rajabpour (2017). "Factors for consumer choice of dairy products in Iran." Appetite 111: 46-55.

指導教授

洪秀婉(Shiu-Wan)

審核日期

2017-6-26

推文