消費者包裝中的負面情緒：宗教，個人規範和 唯物主義的作用

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柯拉娜(Raras Kirana Wanidra) 查詢紙本館藏

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企業管理學系

論文名稱

消費者包裝中的負面情緒：宗教，個人規範和唯物主義的作用
(Consumer’s Negative Emotions in Overpackaging: The Role of Religiosity, Personal Norms, and Materialism)

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摘要(中)

在所有與環境保護有關的議題中，廢物管理成為重大課題。過度包裝是特別指出的原因，因為浪費更多，因為它意味著比必要的更多的包裝。本研究運用認知評估理論，研究消費者對宗教信仰（日常精神體驗，私人宗教實踐，宗教/精神應對），物質主義和個人規範影響的包容情況評估結果的消極情緒。數據來自於對環保生活有較高認識的台北市民（230人）。結果表明，所有的宗教結構，日常的精神體驗，私人宗教實踐，宗教/精神應對，對支持包裝減少的個人規範有重大的積極影響。個人規范進一步影響了選擇過度包裝產品的情感結果，引發內疚，遺憾和恥辱。這一結果也表明，唯物主義在減少包容性方面，私人宗教實踐與個人規範之間的關係不利地緩和，不能緩和日常精神經歷，宗教/精神應對與個人規範之間的關係。討論了理論和管理意義，同時也對未來研究的局限性和建議進行了概述。

摘要(英)

Among all the topics related to environmental conservation, waste management emerges as a major issue for our environment. Overpackaging is particularly pointed as the cause of this increasing waste because it implies more packaging than necessary. This research applied cognitive appraisal theory to investigate how negative emotions (guilt, regret, and shame) elicits as the result of consumers evaluation in overpackaging situation. This evaluation process is influenced by religious belief (daily spiritual experience, private religious practice, and religion/spiritual coping) as the personal factor or antecedents, materialism as the moderator, and personal norms as the mediator. Data was collected among Taipei residents (n=230) which have high awareness about environmental friendly living in three districts of Taipei City which every district represent high class, middle class, and low class (Neihu, Xinyi, Wanhua). The study employs a quota sampling procedure with gender, age, and income as the quota criteria with the same composition with Taipei City statistics data. The result revealed that all the religiosity constructs (daily spiritual experience, private religious practice, and religious/spiritual coping), has significant positive impact on personal norms in supporting overpackaging decrease. Personal norms further will influence the elicitation of guilt, regret, and shame as emotional outcome of choosing overpackaged product. Among three negative emotion, regret has the highest R2 which shows that the activation of personal norms will affect regret the most than guilt or shame. This result also showed that materialism is negatively moderating the relationship between private religious practice and personal norms in reducing overpackaging, and is not moderating the relationship between daily spiritual experience, religious/spiritual coping and personal norm. Theoretical and managerial implications are discussed while limitation and suggestions for future research are outlined as well.

關鍵字(中)

★ overpackaging
★ cognitive appraisal theory
★ religiosity
★ personal norms
★ negative emotion

關鍵字(英)

論文目次

TABLE OF CONTENTS
CHAPTER 1 INTRODUCTION 1
CHAPTER 2 LITERATURE REVIEW 4
2.1. Green Marketing and Overpackaging 4
2.2. Cognitive Appraisal Theory 5
2.3. Religiosity as The Antecedents of Cognitive Appraisal Process 6
2.4. Personal Norm Refers to Cognitive Appraisal Process 8
2.5. Materialism 9
2.6. Negative Emotions as The Outcome of Cognitive Appraisal Process 10
2.7. Control Variable 13
2.8. Research Framework 14
CHAPTER 3 METHODOLOGY 16
3.1. Sample and Data Collection 16
3.2. Measurement 18
CHAPTER 4 RESULTS 21
4.1. Characteristic of Respondent 21
4.2. Descriptive Statistics 21
4.3. Model Evaluation: Measurement Model Results 22
4.3.1. Measurement Model (Outer Model) 22
4.3.2. Structural Model (Inner Model) 26
4.4. Hypotheses Testing 27
CHAPTER 5 DISCUSSION 30
5.1.Summary 30
5.2.Theoretical Contribution 32
x
5.3.Managerial Implication 33
5.4.Limitation and Suggestion for Future Research 34
REFERENCES 35
APPENDIX 46

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指導教授

鄭明松

審核日期

2017-8-25

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