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

以作者查詢圖書館館藏

、以作者查詢臺灣博碩士

、以作者查詢全國書目

、勘誤回報

、線上人數：42

、訪客IP：3.138.178.162

姓名

張凱筌(Kai-Quan Zhang) 查詢紙本館藏

畢業系所

企業管理學系在職專班

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

相關論文

★ 工作滿足、領導行為、工作特性與人格特質對離職傾向之探討-以超大型會計師事務所審計人員為例	★ 以組織診斷模型診斷企業組織層級架構－以某公司為例
★ 科技產業組織診斷與分析之研究-以Q公司為例	★ 製造業推行六標準差的成功關鍵因素探討
★ 高職辦理輪調式建教班對學校經營績效之評估－以北區私立高職為例	★ 本國商業銀行經營績效之探討-資料包絡分析法之應用
★ 台灣中小企業創業動機與創業績效關係之研究	★ 員工當責與真誠領導之關聯性-以心理賦權與團隊凝聚力為中介變數
★ 以個人與環境適配為關鍵中介探討特定品牌領導對員工品牌權益之影響	★ 線上品牌社群該如何提升與粉絲的價值共創？以線上品牌社群活動與線下實體活動為中介變數探討
★ 農業創新服務模式之商業模式研究-以蜂巢數據科技有限公司為例	★ 燈⽕闌珊處的求職旅程：如何透過⼯作價值觀、雇主吸引⼒、激勵因⼦為求職者點亮路徑
★ 購買意願的幕後功臣：Instagram大小網紅的自我揭露對消費者自我一致性與感知真實的影響	★ 中小企業之組織診斷與分析－以A公司為例
★ 高科技產業人力資源發展與組織績效之研究－以新竹科學園區為例	★ 台灣中小企業產業e化現況對員工資訊素養之影響

檔案

[Endnote RIS 格式]

[Bibtex 格式]

[相關文章]

[文章引用]

[完整記錄]

[館藏目錄]

至系統瀏覽論文 ( 永不開放)

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

參考文獻

行政院環保署（2011 1.aspx，（Retrieved Oct. 2011）。
何金銘(2006)。統計分析方法：SPSS 軟體的輔助分析。台南市：台灣復文興業公司。
陳順宇(2005)。多變量分析。台北：華泰。
溫福星, &邱皓政(2012)。多層次模式方法論：階層線性模式的關鍵問題與試解。台北：前程文化。
廖家新(2003)。台灣地區消費者對綠色產品的認知與購買行為之調查研
究。國立高雄師範大學環境教育研究所碩士論文。
Aaker, D. A. (1991), “Managing brand equity: Capitalizing on the value of a
brand name: Free Press”.
Aaker, D.A. (2001). Administracao estrategica de Mercado. Gropo A.
Afroz, R., Masud, M. M., Akhtar, R., Islam, M. A., & Duasa, J. B. (2015). Consumer purchase intention towards environmentally friendly vehicles: an empirical investigation in Kuala Lumpur, Malaysia.Environmental science and pollution researchinternational,22(20),16153.
Ajzen, I. and Fishbein, M.(1980)Understanding Attitudes and Predicting Social Behavior.Englewood Cliffs,NJ: Prentice-Hall.
Avolio, B. J., Yammarino, F. J., & Bass, B. M. (1991). Identifying common methods variance with data collected from a single source: An unresolved sticky issue. Journal of Management, 17(3), 571-587.
Awuni, J. A., & Du, J. (2016). Sustainable consumption in Chinese cities: green purchasing intentions of young adults based on the theory of consumption values.Sustainable Development,24(2),124-135.
Baker, G. A. (1999). Consumer preferences for food safety attributes in fresh apples: market segments, consumer characteristics, and marketing opportunities.Journal of Agricultural and Resource Economics, 80-97.
Bansal, P., & Roth, K. (2000), “Why companies go green: a model of ecological responsiveness”. The Academy of Management Journal, 43(4), pp.717-736.
Barnett, T. (2001).Dimensions of moral intensity and ethical decision making: An empirical study.Journal of Applied Social Psychology,31(5),1038-1057.
Bennett, R. M., Anderson, J. and Blaney, R. J. P. (2002), “Moral intensity and willingness to pay concerning farm animal welfare issues and the implications for agricultural policy,” Journal of Agricultural and Environmental Ethics, Vol. 15, pp. 187-202.
Biswas, A., & Roy, M. (2015).Green products: an exploratory study on the consumer behaviour in emerging economies of the East.Journal of Cleaner Production,87, 463-468.
Bommer, M., Gratto, C., Gravander, J., & Tuttle, M. (1987). A behavioral model of ethical and unethical decision making.Journal of business ethics,6(4), 265-280.
Bommer, M., Gravander, J. and Tuttle, M. (1987), “A behavior: The effects of
victimgender, victim status, and salesforce motivational techniques,” Journal of Personal Selling and Management, No. 15, pp. 1-15.
Bonini, S., & Oppenheim, J. (2008). Cultivating the green consumer. Stanford Social Innovation Review, 6(4), 56-62.
Bradu C., Orquin J., Thøgersen J. (2014).The mediated influence of a traceability label on consumer’s willingness to buy the labelled product.J. Bus. Ethics,124,283-295.
Brass, D. J., Butterfield, K. D., & Skaggs, B. C. (1998).Relationships and unethical behavior: A social network perspective.Academy of Management Review,23(1), 14-31.
Bruce C. Y. Lee (2014).Critical decisions in new productlaunch: pricing and advertisingstrategies on consumer adoption ofgreen product innovation. Asian Journal of Technology Innovation.
Chan,R.Y.(2001).Determinants of Chinese consumers′ green purchase behavior.Psychology &Marketing,18(4),389-413.
Chekima, B., Chekima, S., Syed Khalid Wafa, S. A. W., Igau, O. A., & Sondoh Jr, S. L. (2016). Sustainable consumption: the effects of knowledge, cultural values, environmental advertising, and demographics.International Journal of Sustainable Development & World Ecology,23(2), 210-220.
Chen, M. F., Pan, C. T., & Pan, M. C. (2009). The joint moderating impact of moral intensity and moral judgment on consumer’s use intention of pirated software.Journal of Business Ethics,90(3),361-373.
Chen, S. C., & Hung, C. W. (2016). Elucidating the factors influencing the acceptance of green products: An extension of theory of planned behavior.Technological Forecasting and Social Change,112, 155-163.
Chen, Z., & Dubinsky, A. J. (2003), “A conceptual model of perceived customer
value in e commerce: A preliminary investigation”. Psychology and Marketing,
20(4), pp.323-347
Chiou, J.-S., Huang, C., & Lee, H.(2005).The antecedents of music piracy attitudes and intentions.Journal of Business Ethics,57(2),161–174.
Cicia, G., Del Giudice, T., & Scarpa, R. (2002). Consumers’ perception of quality in organic food: a random utility model under preference heterogeneity and choice correlation from rank-orderings.British Food Journal, 104(3/4/5), 200-213.
Cohen, J. (1998). Statistical power analysis for the behavioral sciences (2 ed.). Hillsdale, NJ: Lawrence Erlbaum Associates.
Cranfield, J. A., & Magnusson, E. (2003). Canadian consumers’ willingness to pay for pesticide-free food products: An ordered probit analysis.International Food and Agribusiness Management Review,6(4), 13-30.
Culiberg, B.(2013).Towards an understanding of consumer recycling from an ethical
pective.International Journal of Consumer Studies,38(1),90-97.
Dodds, William B., Kent, B. Monroe and Dhruv, Grewal.(1991),” Effects of Price,
Brand and Store Information on Buyers Product Evaluations”. Journal of Marketing Research , Vol. 28 , pp. 307-319.
Dubinsky, A. J. and Loken, B.（1989）, “Analyzing ethical decision making inmarketing,”Journal of Business Ethics, 19, No.2, pp. 83-107.
Farquhar, & Peter H. (1989).Managing Brand Equity.Marketing Research,1(9),24-33.
Ferrell, O. C, & Gresham, L. G.(1985).A contingency framework for understanding ethical decision making in marketing. Journal of Marketing,49(3),87-96.
Garretson, J.A. and K.E. Clow (1999). “The Influence of Coupon Face Value on
Service Quality Expectations, Risk Perceptions and Purchase Intentions in the Dental Industry.”The Journal of Ser-vices Marketing, 13(1), 59-72.
Garrett, T. M.(1966).Business ethics. Englewood Cliffs,NJ:Prentice-Hall.
Garvin, D. A. (1983), “Quality on the line”. Harvard Business Review, 61(5),
pp.65-75.
Glick, W. H. (1985). Conceptualizing and measuring organizational and psychological
climate: pitfalls in multilevel research. Academy of Management Review,10(3), 601-616.
Grewal, D., Monroe, K. B., & Krishnan, R. (1998), “The effects of
price-comparison advertising on buyers′ perceptions of acquisition value,
transaction value, and behavioral intentions”. The Journal of Marketing, 62(2),
pp.46-59.
Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C.(1998).Multivariate
analysis.Englewood: Prentice Hall International.
Holbrook, M., & Corfman, K. (1983), “Quality and other types of value in the
consumption experience: Paedrus rides again”. Jacoby & Olson (Eds.), Perceived
quality, pp.31-57.
Hopkins, M.S., & Roche, C. (2009). What the‘Green’Consumer Wants. MIT Sloan
Management Review, 50(4), 87.
Hunt, S. D., & Vitell, S. (1986). A general theory of marketing ethics.Journal of
macromarketing,6(1),5-16.
Iglesias, M.P.,& Guillen, F.Y. (2004). Perceived quality and price: their impact on
the satisfaction of restaurant customers. International Journal of Contemporary Hospital Management, 16, pp.373-379.
Jacoby, J., & Olson, J. C. (1977), “Consumer response to price: an attitudinal,
information processing perspective”. Moving ahead with attitude research, 39,
pp.73-97.
James, L. R., Demaree, R. G., & Wolf, G. (1984). Estimating within-group interrater
reliability with and without response bias. Journal of Applied Psychology, 69(1), 85-98.
Jiang, Y., & Kim, Y. (2015). Developing multi-dimensional green value: Extending
social exchange theory to explore customers’ purchase intention in green hotels–evidence from Korea.International Journal of Contemporary Hospitality Management,27(2),308-334.
Jones, Thomas M. (1991), “Ethical decision making by individuals in organizations:
an issue-contingent model,” Academy of Management Review, Vol. 16, No.2, pp. 366-395.
Judith M. & Richard, R (2002). Marketing management. New Jersey: Prentice Hall.
Kalyanaram, G. (1994), “An empirical analysis of latitude of price acceptance in
consumer package goods”. The Journal of Consumer Research, 21(3),
pp.408-418.
Kannan, P., & Kopalle, P. K. (2001), “Dynamic pricing on the Internet:
Importance and implications for consumer behavior”. International Journal of
Electronic Commerce, 5(3), pp.63-83.
Kashyap, R. and Bojanic, D. C. (2000), A Structural Analysis of Value, Quality and
Price Perceptions of Business and Leisure Travelers. Journal of Travel Research,Vol. 39,pp45-51.
Lasuin, C. A., & Ng, Y. C. (2014). Factors influencing green purchase intention
among university students.Malaysian Journal of Business and Economics (MJBE),1(2),1-14.
Lee W. J., Shimizu M., Kniffin K. M., & Wansink B. (2013).You taste what you see:
do organic labels bias taste perceptions?Food Qual. Prefer.,29,33-39.
Lin, P. C., & Huang, Y. H. (2012).The influence factors on choice behavior regarding
green products based on the theory of consumption values.Journal of Cleaner Production,22(1),11-18.
Liobikienė,G.,Mandravickaitė,J.,& Bernatonienė,J.(2016).Theory of planned behavior
approach to understand the green purchasing behavior in the EU:A cross-cultural study. Ecological Economics,125,38-46.
Maichum, K., Parichatnon, S., & Peng, K. C. (2016). Application of the Extended
Theory of Planned Behavior Model to Investigate Purchase Intention of Green Products among Thai Consumers.Sustainability,8(10), 1077.
Monroe, K. B., & Krishnan, R. (1985).The Effects of Price onSubjective Product
Evaluations, in Perceived Quality: How ConsumersView Stores and Merchandise, Jacoby, J. and Olson, J. C. Olson, eds.,Lexington, MA: Lexington Books, 209-232.
Monroe, K. B. (1990). Pricing: Making Profitable Decisions. (2th ed.). NY: McGraw-
Hill.
Nimse, P., Vijayan, A., Kumar, A. and Varadarajan (2007), “A Review of Green
Product Database,” Environmental Progress, 26(2), 131-137.
Nunnally, J. C. (1978). Psychometric theory (3 ed.). New York: McGraw-Hil.
Oliver, J. D., & Lee, S. H. (2010). Hybrid car purchase intentions: a cross-cultural
analysis.Journal of consumer marketing,27(2), 96-103.
Olson, J.C. and Jacoby, J. (1972). Cue utilization in the quality perception process. In
Proceedings of the Third Annual Conference of the Association for Consumer
Research , Iowa City, 167-79.
Olson, Jerry C. (1977). Price as an Information Cue: Effects in Product Evaluation. In
Consumer and Industrial Buying Behavior, Woodside, Arch G., Jagdish N.
Sheh, and Peter D. Benne teds., New York: North Holland Publishing
Company, 267-286.
Ottman, J. A., Stafford, E. R., & Hartman, C. L. (2006). Avoiding green
marketing myopia. Environment, 48(5), 22-36.
Peattie, K..(1995). Environmental marketing management: Meeting the
green challenge. London, UK: Pitman Publishing.
Pujari, D., Wright, G., & Peattie, K. (2003). Green and competitive.
Influences on environmental new product development performance.
Journal of Business Research, 56(8), 657-671.
Quan, S., Zeng, Y., Huang, B., & Yabe, M. (2014). Chinese Consumers’ Purchase
Intention of Eco–Labeled Fish–Based on a Survey to Consumers in Beijing.JOURNAL OF THE FACULTY OF AGRICULTURE KYUSHU UNIVERSITY,59(1), 205-213.
Rao, Akshay R., Monroe, Kent B. (1989),”The Effect of Price, Brand Name, and
Store Name on Buyers’ Perceptions of Product Quality: An Integrative Review.”Journal of Marketing Research. Chicage: Aug. Vol.26, Iss. 3; p.351
Raudenbush, S. W., & Bryk, A. S. (2002). Hierarchical linear models: Applications
and data analysis methods (2 ed.). Thousand Oaks, CA: Sage.
Reed, L. L., Vidaver-Cohen, D., & Colwell, S. R. (2011). A new scale to measure
executive servant leadership: Development, analysis, and implications for research.Journal of Business Ethics,101(3),415-434.
Reidenbach, R. E., Robin, D. P. and Dawson, L. (1991), “An application and
extension of a multidimensional ethics scale to selected marketing practices and marketing groups,” Academy of Marketing Science Journal, Vol. 19, Iss. 2, pp. 83-93.
Reinhardt, F. L. (1998). Environmental product differentiation:
implications for corporate strategy. California Management Review,
40(4), 43-73.
Rest, J. R. (1986).Moral development: Advances in research and theory.Journal of
Business Ethics,(2009)90,361–373.
Rizwan, M., Ahmad, S. U., & Mehboob, N. (2013). Enhancing the green purchase
intention based on green marketing: An empirical study from Pakistan.Asian Journal of Empirical Research,3(2), 208-219.
Rousseau, D. M. (1985). Issues of level in organizational research: Multi-level and
cross-level perspectives. Research in Organizational Behavior, 7(1), 1-37.
San Juan-Nable, K. (2016).Intentions and Behaviors of Adolescents in Purchasing Green Products. Journal of Asia Entrepreneurship and Sustainability.7(1),194-253.
Schiffman, L. G., & Kanuk, L. L. (2009). Consumer behavior (10th ed.). Englewood
Cliffs, NJ:Prentice-Hall.
Schneider, B., White, S. S., & Paul, M. C. (1998). Linking service climate and
customer perceptions of service quality: Tests of a causal model. Journal of Applied Psychology, 83(2), 150.
Simon, F. L. (1992). Marketing green products in the triad. Columbia
Journal of World Business, 27(3/4), 268-285.
Sörqvist P., Haga A., Langeborg L., Holmgren M., Wallinder M., & Nöstl
A.(2015b).The green halo: mechanisms and limits of the eco-label effect.Food Qual. Prefer.43,1-9.
Sörqvist, P., Hedblom, D., Holmgren, M., Haga, A., Langeborg, L., Nöstl, A., &
Kågström, J. (2013). Who needs cream and sugar when there is eco-labeling? Taste and willingness to pay for “eco-friendly” coffee.PLoS One,8(12), e80719.
Spaulding, M. (2009). Greenwashing: Seven deadly sins. Converting Magazine,
27(6), 10-13.
Stead, W. E., Worrell, D. L., & Stead, J. G.(1990).An integrative model for understanding and managing ethical behavior in business organizations.Journal of Business Ethics,9(3),233-242.
Steenkamp, J. B. E. M. (1990), “Conceptual model of the quality perception
process”. Journal of Business Research, 21(4), pp.309-333.
Street, M. D., Douglas, S. C., Geiger, S. W., & Martinko, M. J.(2001).The impact of
cognitive expenditure on the ethical decision-making process: The cognitive elaboration model.Organizational Behavior and Human Decision Processes,86(2), 256-277.
Suki, N. M. (2015). Consumer environmental concern and green product purchase in
Malaysia: structural effects of consumption values.Journal of Cleaner Production,30,1-11.
Sweeney, J. C., G. Soutar, and W. J. Johnson, “The Role of Perceived Risk in the
Quality-Value Relationship: A Study in a Retail Environment”, Journal of Retailing,75(1), (1999): 77-105.
Syverson, A. (2008). How bright is your green light? Targer Marketing, 31(6), 23-25.
Tan, B. (2002), “Understanding consumer ethical decision making with respect to
purchase of pirated software,” Journal of Consumer Marketing, Vol. 19, pp. 96-111.
Taylor,S., & Todd,P.(1995).Decomposition and crossover effects in the theory of planned behavior: A study of consumer adoption intentions.International journal of research in marketing,12(2),137-155.
Teas, R. K. and S. Agarwal, “Perceived Value: Mediating Role of Perceived Risk”,
Journal of Marketing Theory and Practice”, 9(4), (2001): 1-14.
Teseng, S.C., & Hung, S.W. (2013).A framework identifying the gaps between
customers’ expectationsand their perceptions in green products. Journal of Cleaner Production.
Thaler, R. (1985).Mental Accounting and Consumer Choice,Marketing
Science,4(3),199-244.
Thøgersen J., Jørgensen A. K., & Sandager S. (2012).Consumer decision making
regarding a “Green” everyday product.Psychol. Mark.,29,187-197.
Trevino. L. K.(1986).Ethical decision making in organizations: A person-situation
interactionist model. Academy of Management Reriew,11,601 -617.
Tsiotsou, R., “The Role of Perceived Product Quality and Overall Satisfaction on
Purchase Intentions”, International Journal of Consumer Studies, 30(2), (2006):
207-217.
Vazifehdoust, H., Taleghani, M., Esmaeilpour, F., & Nazari, K. (2013). Purchasing
green to become greener: Factors influence consumers’ green purchasing behavior.Management Science Letters,3(9), 2489-2500.
Voss, G. B., Parasuraman, A., & Grewal, D. (1998), “The roles of price,
performance, and expectations in determining satisfaction in service
exchanges”.The Journal of Marketing, 62(4), pp46-61.
Wiedmann K., Hennings N., Behrens S. H., Klarmann C. (2014).Tasting green: an
experimental design for investigating consumer perception of organic wine.Br. Food J.,116,197-211.
Wilkes, M. (2009). Get the Green Light on Green Brands. Managing Intellectual Property.
Zeithaml, V. A. (1988).Consumer perceptions of price, quality and value: A means-end model and synthesis of evidence.The Journal of Marketing,52,2-22.
Zeithaml, V.A. and Kirmani A. (1993) ,”Advertising, Perceived Quality, and Brand
Image,”Aaker, D.A. and A.L. Biel, eds., Brand Equity & Advertising: Advertising’s Role in Building Strong Brand, Iowa City: Lawrence Erlbaum Associates, Inc., pp.143-161.

指導教授

李憶萱(Yi-Hsuan Lee)

審核日期

2017-10-6

推文