由消費者價值觀、道德強度、道德判斷探討綠色商品購買意圖—以品牌權益為調節變數

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陳思樺(Ssu-Hua Chen) 查詢紙本館藏

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由消費者價值觀、道德強度、道德判斷探討綠色商品購買意圖—以品牌權益為調節變數

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摘要(中)

本研究提出「消費者之價值觀與道德強度和道德判斷中之歷程如何影響綠色商品購買權益，而其中又會如何受到品牌權益此調節因素影響?」的疑問。為回答此問題，本研究以跨層次線性模型，分為個體層次(消費價值、道德強度、道德判斷、綠色購買意圖)與群體層次(品牌權益)進一步做探討。本研究選擇每月有固定月收入之消費者為研究對象，共發放問卷總數450份，回收之408份問卷中，有效之問卷共226份，有效問卷回收率為55.39%。
本研究所探討之內容分為三部分。首先，探討道德強度與道德判斷對於綠色商品購買意圖之影響；接著，探討消費價值是否會影響道德判斷與道德強度；最後，探討品牌權益是否會對消費價值和道德強度與道德判斷具有調節效果。研究結果顯示：道德強度與道德判斷對於綠色商品購買意願皆具正向影響關係，道德強度對於道德判斷亦具有正向影響關係；消費價值中只有條件性價值對道德強度具有正向影響關係；消費價值中，社會性價值、條件性價值、環境價值、知識價值對道德判斷具有正向影響關係；品牌權益對於社會性價值到道德判斷、條件性價值到道德強度以及知識價值到道德判斷具有正向影響關係。
本研究貢獻如下：第一，以道德角度切入，探討消費者道德強度與道德判斷如何影響綠色商品購買意願，擴充消費者研究領域之研究。第二，本研究進一步詳細探討消費價值和道德強度與道德判斷間之關係。結合消費者價值理論與道德理論，提供更完整的架構來探討消費者在購買綠色商品時的影響因素。第三，本研究將品牌權益放在群體層次，並做為調節變數，且採用階層線性模型進行跨層次分析，以精確衡量品牌權益對於消費者之消費價值、道德強度、道德判斷到綠色商品購買意圖之關係。擴充品牌領域之研究，探討品牌權益是否會強化消費者綠色商品購買意圖之心理因素。

摘要(英)

This study addressed the question of how the effect of consumer values,moral intensity, moral judgment, and green product purchase intention is moderated by adjusting variables. In order to answer this question, this study employed hierarchical linear modeling to analyze the moderating effects of consumption value, moral intensity, moral judgment. This study selected the consumer who has fixed income monthly to be the subjects of research. 450 questionnaires were distributed in total, and among the 408 samples retrieved, 226 samples were valid, forming the valid response rate of 55.39%.
The content of this research can be divided into three parts. First, I explored how moral intensity and moral judgment affect green product purchase intention.Next, I discussed how consumer values affects moral intensity and moral judgmevt.Last, I discussed how the effect of consumer values,moral intensity, moral judgment is moderated by brand equity. It was found that moral intensity and moral judgment have positive effect on green product purchase intention.Conditional value has positive effect on moral intensity.Social value, Conditional value, Environment Value, and Knowledge value have positive effect on moral judgment. In addition,brand equity moderates the effects of conditional value on moral intensity, social value on moral judgment, and knowledge on moral judgment.
The contributions of this research were as follows. First, I explored how moral intensity and moral judgment affect green product purchase intention from the moral point。Second, I discussed the relationship with consumption value, moral intensity, moral judgment. Third, this study employed hierarchical linear modeling and use brand equity as adjusting variables.In order to explore the relationship with consumption value, moral intensity, moral judgment, and green product purchase intention accurately.

關鍵字(中)

★ 道德強度
★ 道德判斷
★ 消費價值
★ 品牌權益
★ 綠色商品購買意圖

關鍵字(英)

★ Moral intensity
★ Moral judgment
★ consumption value
★ brand equity
★ green product

論文目次

摘要 i
Abstract ii
致謝詞 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 1
1-3研究價值與預期貢獻 5
二、文獻探討與研究假設 5
2-1綠色商品購買意圖 5
2-2道德強度 7
2-3道德判斷 9
2-4消費價值 11
2-5品牌權益 14
三、研究方法 18
3-1研究對象與樣本發放 18
3-2問卷設計 19
3-3變項衡量方式 20
3-3-1消費價值 20
3-3-1-1功能性價值 20
3-3-1-2社會性價值 21
3-3-1-3條件性價值 21
3-3-1-4環境價值 22
3-3-1-5知識價值 22
3-3-2品牌權益 23
3-3-3道德強度 24
3-3-4道德判斷 24
3-3-5購買意圖 25
3-4控制變數 26
3-5分析方法 26
3-5-1敘述性統計與相關分析 26
3-5-2因素分析 27
3-5-3信度分析 27
3-5-4效度分析 27
3-5-5共同方法變異控制 27
3-5-6變數之組內與組間變異成份分析 28
3-5-7階層線性模型分析 28
四、資料分析 29
4-1敘述性統計分析 29
4-2相關分析 32
4-3信度分析 34
4-4建構效度分析 34
4-4-1收斂效度 34
4-4-2區別效度 36
4-5變數之組內與組間變異成份分析 36
4-6共同方法變異分析與因素分析 37
4-7階層線性模型之假設分析結果 38
4-7-1購買意圖之虛無模型 38
4-7-2 「道德強度」對「綠色商品購買意圖」之關係 43
4-7-3 「道德強度」對「道德判斷」之關係 44
4-7-4 「道德判斷」對「綠色商品購買意圖」之關係 45
4-7-5 「消費價值」對「道德強度」之關係 46
4-7-6 「消費價值」對「道德判斷」之關係 47
4-7-7 「品牌權益」對「消費價值」至「道德強度」之調節關係 48
4-7-8 「品牌權益」對「消費價值」至「道德判斷」之調節關係 50
第五章結論與建議 54
5-1研究結論與貢獻 55
5-1-1消費者道德層面(道德強度、道德判斷)如何影響綠色商品購買意圖 55
5-1-2消費價值(功能性價值、社會性價值、條件性價值、環境價值、知識價值)如何影響道德強度與道德判斷 57
5-1-3品牌權益如何調節消費價值(功能性價值、社會性價值、條件性價值、環境價值、知識價值)至道德強度與道德判斷 59
5-2實務建議 63
5-3研究限制與後續研究建議 64
參考文獻 65
附錄一問卷 77

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指導教授

李憶萱

審核日期

2017-7-24

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