影響消費者購買油電車因素之研究

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姓名

余大維(Ta-WeiYu) 查詢紙本館藏

畢業系所

高階主管企管碩士班

論文名稱

影響消費者購買油電車因素之研究

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摘要(中)

根據過去研究發現，消費者在考慮購買綠能商品時會受到幾個重要因素影響，其中包含消費者本身環保意識，消費者對產品的知覺價值以及消費者對產品的品牌形象。然而，由於過去綠能商品的研究較少探討汽車產業，因此本研究針對油電車以上述三構面進行紙本問卷調查，探討台灣消費者購買油電車之重要因素。
本研究共發放250份問卷，得回收有效問卷共237份並以結構方程模型進行理論假設的驗證。本研究結果發現，顯著影響顧客態度的因素主要是環境意識中的環境敏感度、知覺價值中的價格功能性及品質功能性、品牌形象中的象徵性形象，意即有環保意識的顧客對油電車最在意的因素為其產品價格、產品品質以及品牌形象。此外，本研究也發現顧客態度顯著正向影響購買意願，意即其態度越正向，購買意願也越高。根據上述分析結果，本研究建議未來油電車產業在推廣產品時，應多從價格及品質上做宣傳；在學術研究上，則可多考慮其他可能的影響參數，以補充目前研究之不足。

摘要(英)

Based on past studies I have found that consumers considering buying green energy commodities are affected by several important factors, which include the environmental awareness of the consumers themselves, consumer products, and the consumer′s perceived value of the product′s brand image. Since there have been so few studies of green energy commodities in the automobile industry, this research paper undertakes to survey consumers regarding the decision-making process when it comes to buying hybrid cars.
In this study 250 questionnaires were distributed, of which a total of 237 were validly completed and analyzed using structural equation modeling. The study found that significant factors influencing a consumer′s attitude to buying a hybrid car are environmental awareness, perceived value of the price and quality, and the consumer′s perception of the brand image. This means that consumers who are environmentally conscious are most concerned about the price, the product quality, and the brand image. In addition, the study found these factors had a significant positive effect on consumers′ willingness to buy a hybrid. The more positive consumer′s attitudes to the three factors, the higher their intent to purchase. Based on the above analysis, this study suggests the hybrid industry should focus on the price and quality of their products when advertising. To supplement the current academic research, more consideration could be given to other possible influences.

關鍵字(中)

★ 油電車
★ 環保意識
★ 知覺價值
★ 品牌形象
★ 顧客態度
★ 購買意願

關鍵字(英)

★ hybrid car
★ environmental awareness

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 3
第三節研究流程 4
第二章文獻探討 5
第一節油電車之發展與現況 5
第二節環保意識 8
第三節知覺價值 13
第四節品牌形象 21
第五節顧客態度 25
第六節購買意願 29
第七節知覺價值、購買意願及品牌形象之相關研究 33
第八節小結 37
第三章研究方法 38
第一節研究架構與假設 38
第二節研究操作型定義 40
第三節研究衡量方式及問卷設計 41
第四節研究樣本及抽樣方式 44
第五節資料分析方法 44
第四章研究結果 46
第一節受試者背景變項與各量表之描述性統計 46
第二節信度與效度分析 52
第三節研究假設驗證 56
第五章結論與建議 59
第一節結論 59
第二節管理與實務意涵 61
第三節研究限制與未來研究建議 63
參考文獻 64

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指導教授

洪秀婉

審核日期

2016-6-6

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