綠色消費感知價值因素探討:自我效能及轉換成本之整合研究

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题名:	綠色消費感知價值因素探討:自我效能及轉換成本之整合研究
作者:	劉芳穎;Liu,Fang-Ying
贡献者:	企業管理學系
关键词:	綠色消費;感知價值;自我效能;轉換成本;Green consumption;Perceived value;Self-efficacy;Switching cost
日期:	2016-06-17
上传时间:	2016-10-13 13:05:24 (UTC+8)
出版者:	國立中央大學
摘要:	摘要全球綠色浪潮的發展下，綠色環保意識從節約能源走向推動綠色貿易及綠色消費，而消費者在決定他們是否要購買綠色商品或服務的時候，此決策同時也代表了他們對永續的潛在意識，因此在心中產生 “永續生活和現實資源”之間的矛盾和權衡，當綠色產品帶給消費者整體感知價值大於傳統商品時，才有機會使消費者產生轉換的意圖。消費者的感知價值是透過獲得及付出來進行整體的評估，因此本研究加入個人結果預期及轉換成本來探究兩者對感知價值的影響。消費者對使用綠色產品的結果預期是否樂觀，有部分取決於本身對於實踐綠色消費的信心以及信念，Bandura將此稱作自我效能，自我效能建立於消費者知覺自身因應綠色消費所需的資源及能力之掌握程度，因此本研究加入自我效能衡量其對個人結果預期之影響；而在消費者選擇購買新產品時，轉換成本為時常討論到的抗拒因素，因此本研究利用轉換成本的概念來探討其對感知價值的影響。本研究針對綠色產品之潛在消費者進行調查，共回收470份有效問卷，並以結構方程式進行資料分析，研究結果顯示，正向因素方面，自我監督、自我形象、自我偏好對自我效能具有正向顯著影響；自我效能對個人結果預期具有正向顯著影響；個人結果預期對感知價值具有正向影響；而負向因素方面，除不確定成本與轉換成本呈現不顯著之外，過渡成本與沉沒成本對轉換成本呈正向顯著；而轉換成本對感知價值呈現負向顯著影響。最後，本研究根據假設的驗證結果，提出未來相關的行銷策略建議，以增加消費者對綠色產品的購買意圖。關鍵字:綠色消費、感知價值、自我效能、轉換成本;Abstract The impacts of global green wave, environmental consciousness from save energy to green trade and consumption. These every day decisions on practical environmental or ethical solutions often result in trade-offs between conflicting issues and result in a “motivational and practical complexity of green consumption”. When the perceived value of green product to consumer is better than traditional products, and then consumer would choose the green product. Consumer perceived value as a trade-off between outcome and input by customer in a supplier’s offering. This research is an attempt to investigate the positive variables that influence consumer’s perceived value in green consumption from personal expected outcome and switching cost aspect, as well as how two variable affect consumers perceived value of green product. Behavior is a function of many variables. In achievement settings some other important variables are skills, outcome expectations, and the perceived value of outcomes. This research is an attempt to investigate self-efficacy variables that influence consumer’s perceived. When consumers are evaluating a green product purchase, due to factors like lack of information, consider previous investments, they often have trouble adjusting their purchase behavior even though they agree with the concept of green consumption. Thus, this research also use switching cost to understand the negative variable that influence consumer’s perceived value. This research’s target respondents are potential green product consumers. 470 effective surveys were collected. The analysis is carried out by Structural Equation Modeling. The research has shown that high self-monitoring, self-preference and self-esteem will positively affect self-efficacy and then high self-efficacy will ill positively effect on perceived value. Transition cost, uncertain cost and sunk cost will ill positively affect switching cost. Switching cost will negative affect on perceived value. In conclusion, through proving the hypothesis, this research provides suggestions on marketing strategy in the future, in order to increase consumer’s willingness to purchase green product. Keywords: Green consumption, Perceived value, Self-efficacy, Switching cost.
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