道德感讓你買更多綠色產品？從消費者產品知覺價格及品質角度來探討—以綠色程度做調節

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張凱筌(Kai-Quan Zhang) 查詢紙本館藏

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論文名稱

道德感讓你買更多綠色產品？從消費者產品知覺價格及品質角度來探討—以綠色程度做調節

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摘要(中)

本研究提出以「知覺價格、知覺品質、道德強度、道德判斷等變數，並以綠色程度為調節變數，對綠色產品購買意願之影響為何」作為研究主題。以跨層次階層線性模型，聚焦於群體層次(綠色程度)及個體層次(知覺價格/知覺品質)兩大層次，進行對於道德強度及道德判斷之影響探討，並研究道德強度及道德判斷會對「綠色產品購買意願」產生何種影響。本研究以一般社會人士為研究對象，在428名人士同意下發放紙本及網路問卷，並進行不記名調查，回收之428份問卷中，其中302份為紙本問卷，餘126份為網路問卷，有效問卷回收率為54%。
本研究所探討之內容主要分為三部分。首先，探討道德強度及道德判斷對綠色產品購買意願是否有正向影響。接著，探討知覺價格及知覺品質對道德強度及道德判斷是否有正向影響；最後，以綠色程度為調節變數探討知覺價格及知覺品質對道德強度及道德判斷之關係影響。研究結果顯示：道德強度及道德判斷對綠色產品購買意願皆具有正向顯著影響；知覺價格對道德強度及道德判斷皆具有正向顯著影響；知覺品質對道德強度及道德判斷皆具有正向顯著影響；在知覺價格對道德強度及道德判斷之關係中，綠色程度能正向調節知覺價格與道德判斷之關係，但對知覺價格與道德強度之關係則無法有效調節；在知覺品質對道德強度及道德判斷之關係中，綠色程度能正向調節知覺品質與道德判斷之關係，但對知覺品質與道德強度之關係則無法有效調節。
本研究貢獻如下：第一，探討產品知覺價格及知覺品質感受對道德強度及道德判斷之影響，將能深入了解消費者在進行購買行為時，產品的相關變數對於道德強度及道德判斷之影響為何；第二，透過以綠色程度作為調節變數，探討知覺價格及知覺品質對道德強度及道德判斷之關係影響為何；第三，探究道德強度及道德判斷對綠色產品購買意願之影響，可提供組織內部作為創新及行銷之參考依據。

摘要(英)

This study uses the variables including Perceived Price, Perceived Quality, Moral Intensity, Moral Judgment and Green Degree as the moderator to verify the influence of the Green Product Purchase Intention.Using multi-level hierarchical linear modeling to focus on group level (green degree) and individual level (perceived price/ perceived quality). This study then discuss the influence of the moral intensity and moral judgment and the how they affect the green product purchase intention.This study conducted anonymous questionnaire for 428 general public. 302 of the returned 428 questionnaires are web-based questionnaire and the remaining are paper-based. The contents of this study are divided into two parts. First, verify whether moral intensity and moral judgment have positive effect on green product purchase intention. Then discuss if perceived price and perceived quality have positive effect on moral intensity and moral judgment. The last, using green degree as the moderator to explore how perceived price and perceived quality would affect moral intensity and moral judgment.
The results shows that moral intensity and moral judgment have significantly positive effect on the green product purchase intention. Perceived price and perceived quality also has the significantly positive effect on the moral intensity and moral judgment. In the relation of perceived price to moral intensity and moral judgment, green degree could be a positive moderator. But for the relation between perceived price and moral intensity, it would be malfunctioned moderator. In the relation of perceived quality to moral intensity and moral judgment, green degree could be a positive moderator. But for the relation between perceived quality and moral intensity, it would be malfunctioned moderator.
The contributions of this study as below: 1.To discuss the influence from perceived price and perceived quality on moral intensity and moral judgment could deeply verify how the factors of product affect the moral intensity and moral judgment when consumers purchasing. 2. Using green degree as moderator to verify how perceived price and perceived quality could influence the moral intensity and moral judgment. 3. To explore how moral intensity and moral judgment could affect the green product purchase intention. It could also be the reference for internal information to innovate and marketing.

關鍵字(中)

★ 綠色程度
★ 知覺價格
★ 知覺品質
★ 道德強度
★ 道德判斷
★ 綠色產品購買意願

關鍵字(英)

★ Green Degree
★ Perceived Price
★ Perceived Quality
★ Moral Intensity
★ Moral Judgment
★ Green Product Purchase Intention

論文目次

摘要 i
Abstract ii
致謝辭 iii
目錄 iv
圖目錄 vii
表目錄 viii
一、緒論 1
1-1研究背景 1
1-2研究目的 2
1-3研究價值與預期貢獻 4
二、文獻探討與研究假設 5
2-1綠色商品購買意願 5
2-2道德強度 6
2-3道德判斷 9
2-4知覺價格 10
2-5知覺品質 11
2-6產品綠色程度 14
三、研究方法 16
3-1研究對象與樣本發放 16
3-2問卷設計 18
3-3變項衡量方式 18
3-3-1知覺價格 18
3-3-2知覺品質 19
3-3-3道德判斷 19
3-3-4道德強度 20
3-3-5產品綠色程度 21
3-3-6綠色產品購買意願 22
3-4控制變數 23
3-5分析方法 23
3-5-1敘述性統計與相關分析 23
3-5-2因素分析 24
3-5-3信度分析 24
3-5-4效度分析 24
3-5-5共同方法變異控制 25
3-5-6變數之組內與組間變異成份分析 25
3-5-7階層線性模型分析 26
四、資料分析 27
4-1敘述性統計分析 27
4-2相關分析 29
4-3信度分析 31
4-4建構效度分析 31
4-4-1收斂效度 31
4-4-2區別效度 32
4-5變數之組內與組間變異成份分析 33
4-6共同方法變異分析與因素分析 34
4-7階層線性模型之假設分析結果 34
4-7-1綠色產品購買意願之虛無模型 34
4-7-2 「道德強度」對「綠色商品購買意願」之關係 40
4-7-3 「道德判斷」對「綠色商品購買意願」之關係 41
4-7-4「知覺價格」對「道德強度」之關係 42
4-7-5「知覺價格」對「道德判斷」之關係 43
4-7-6「知覺品質」對「道德強度」之關係 44
4-7-7「知覺品質」對「道德判斷」之關係 45
4-7-8「綠色程度」對「知覺價格」至「道德強度」之調節關係 46
4-7-9「綠色程度」對「知覺價格」至「道德判斷」之調節關係 47
4-7-10「綠色程度」對「知覺品質」至「道德強度」之調節關係 48
4-7-11「綠色程度」對「知覺品質」至「道德判斷」之調節關係 49

第五章結論與建議 51
5-1研究結論 52
5-1-1消費者道德強度、道德判斷正向影響綠色商品購買意願 52
5-1-2消費者知覺價格、知覺品質正向影響道德強度與道德判斷 54
5-1-3綠色程度對知覺價格、知覺品質至道德強度與道德判斷之調節效果 56
5-2研究貢獻 59
5-3實務建議 60
5-4研究限制與後續研究建議 61
參考文獻 62
附錄一問卷 72

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指導教授

李憶萱(Yi-Hsuan Lee)

審核日期

2017-10-6

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