DC 欄位 值 語言 DC.contributor 企業管理學系在職專班 zh_TW DC.creator 陳永南 zh_TW DC.creator YUNG-NAN CHEN en_US dc.date.accessioned 2008-1-16T07:39:07Z dc.date.available 2008-1-16T07:39:07Z dc.date.issued 2008 dc.identifier.uri http://ir.lib.ncu.edu.tw:88/thesis/view_etd.asp?URN=944301016 dc.contributor.department 企業管理學系在職專班 zh_TW DC.description 國立中央大學 zh_TW DC.description National Central University en_US dc.description.abstract 隨著人類對環境保護的重視，在服裝材質部分漸漸受到消費者的重視，本研究以消費者的觀點加以探討消費者購買有機棉產品時會受到哪些因素的影響，並更深入的了解各項變數的影響程度。 依據Ajzen在1991提出的計劃行為理論為基礎，並認為光是用「態度」與「主觀意識」「知覺行為控制」這三個因素是不足以解釋消費者購買有機棉產品行為，並認為消費者所感受到的「利己利他」足以影響到消費者的行為意圖。 有機棉產品的最大特色是以促進地球環保為中心，可是售價會比一般棉花產品高一些，在這種情況之下，如何吸引消費者有意願使用，並且願意持續不斷的使用，成為有機棉產品經營者最關心的課題。 本研究採用線性結構模式來驗證其隱性變數間的因果關係。實證結果顯示，消費者的「態度」及「主觀意識」「知覺行為控制」會直接的影響消費者的「行為意圖」，並發現「態度」影響的程度大於「主觀規範」。 zh_TW dc.description.abstract With the rise of environmental consciousness, people place much more emphasis on cloths. The purpose of this study was to investigate the effect on purchasing organic cotton products from consumers’ perspectives, and get more in-depth discussion on different variables. According to Ajzen’s (Theory of Planned Behavior , TPB) in 1991, Attitude toward the behavior, Subjective norms and Perceived behavioral control are not enough to explain the consumers’ behaviors of purchasing organic cotton products. Besides, the aware of Self-regarding, Altruism is sufficient to impact on the consumers’ behaviors. The most significant feature of organic cotton products is to improve environmental protection; however, the price is higher than common cotton products’. Thus, the organic cotton operators pay more attention to attract consumers’ identification and use. In this study, the research examined the hidden influences between causal relationships by LISREL. The results of this research revealed Attitude toward the behavior, Subjective norms, Perceived behavioral control directly effect on consumers’ Behavioral intention. At the same time, the effect of Attitude is more than Subjective norms. en_US DC.subject 知覺行為控制 zh_TW DC.subject 計劃行為理論 zh_TW DC.subject 有機棉 zh_TW DC.subject 有機農業 zh_TW DC.subject erceived en_US DC.subject TPB en_US DC.subject Organic cotton en_US DC.subject Organic agriculture en_US DC.title 消費者於有機棉產品的認知、動機對購買意願之影響 zh_TW dc.language.iso zh-TW zh-TW DC.title The Effect of Consumers' purchasing Intention on the Motivation and Cognition of Organic Cotton Products en_US DC.type 博碩士論文 zh_TW DC.type thesis en_US DC.publisher National Central University en_US