是事不關己?還是責無旁貸? 消費者對無動物實驗化妝品之購買意圖研究

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吳雅筑(Ya-Jhu Wu) 查詢紙本館藏

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論文名稱

是事不關己?還是責無旁貸? 消費者對無動物實驗化妝品之購買意圖研究
(Be Concerned or Duty-bound? The Research on Consumers′ Purchase Intentions of Cruelty-free Cosmetics)

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摘要(中)

近年來全球針對動物實驗的適用範圍有著諸多的討論，其中以運用在化妝品檢測上，受到最多的關注與爭議。除了民間動保團體與消費者的討論外，各國政府也紛紛的制定了相關政策，限制化妝品動物實驗的使用。因此，無動物實驗化妝品將成為未來的消費趨勢，而消費者無動物實驗化妝品的購買意圖也成了值得關注的議題。本研究以規範激活理論為基礎及價值觀為起始觀點，探討消費者對於無動物實驗化妝品的購買意圖。並將預期情緒整合進模型中，以釐清感性層面的預期情緒在理性為主的規範激活理論中對無動物實驗化妝品購買決策的影響。本研究採用網路問卷方式，共回收 508 份有效問卷，並以線性結構方程式進行研究假說分析。本研究實證結果表明，結果意識的關鍵性，個人只有對化妝品動物實驗的不利後果產生意識，才可能採取後續行動。另一方面，不論是利己價值觀還是生物利他價值觀皆對規範激活有正向顯著影響。此外，本研究還發現了預期情緒的完全中介效果，顯示有別於理性的決策方式，消費者較容易受到情緒的影響，選擇無動物實驗化妝品。上述關於無動物實驗化妝品購買意圖的影響因素結果，能夠提供於學術界與實務界做為參考依據。

摘要(英)

In recent years, there have been many discussions about the scope of application of animal tests, among which the application in cosmetics testing has received the most attention and controversy. In addition to discussions between private animal protection groups and consumers, governments of various countries have also formulated relevant policies to restrict the use of cosmetic animal tests. Therefore, cruelty-free cosmetics will become the future consumer trends, and the purchase intention have also become a topic worthy of our attention. Based on the norm activation model and values as the starting point of view, this research explores consumers′ purchase intentions for cruelty-free cosmetics. And integrate the anticipated feeling into the model to clarify the influence of the perceptual level of the anticipated feeling on the purchase intention of cruelty-free cosmetics in the rational norm activation model.
The research model was tested with data collected from 508 potential customers, and using structural equation modeling (SEM) to validate the causal relationship between variables. The empirical results of this study show that the awareness of consequences is critical, and individuals can only take follow-up actions if they are aware of the adverse consequences of cosmetic animal tests. On the other hand, both egoistic value and bios-altruistic value have a positive and significant impact on norm activation.
In addition, this study also found the complete mediation effect of anticipated feeling, showing that different from rational decisionmaking, consumers are affected by feeling and choose cruelty-free cosmetics. The above results on the influencing factors of the purchase intention of cruelty-free cosmetics could provide a
reference on the academic and practical aspects.

關鍵字(中)

★ 化妝品動物實驗
★ 規範激活理論
★ 價值觀
★ 預期情緒
★ 購買意圖

關鍵字(英)

★ Cosmetic animal tests
★ Norm Activation Theory
★ Values
★ Anticipated Feeling
★ Purchase Intention

論文目次

摘要 i
Abstract ii
致謝 iii
圖目錄 vi
表目錄 vi
第一章緒論 1
1-1研究背景與動機 1
1-2 研究目的 3
1-3 研究流程 4
第二章文獻探討 5
2-1 規範激活理論 5
2-2 價值觀 7
2-3 預期情緒 9
2-4 購買意圖 10
第三章研究方法 11
3-1 研究架構 11
3-2 研究假設 12
3-2-1價值觀與結果意識之關係 12
3-2-2 規範激活理論三變量之間關係 14
3-2-3預期情緒對責任歸屬及個人規範的中介關係 15
3-2-4購買意圖與個人規範、責任歸屬之關係 16
3-3 研究對象與資料蒐集 17
3-4 操作性定義與問卷設計 17
3.5 統計方法分析 21
3-5-1 敘述性統計分析 21
3-5-2 信度分析 22
3-5-3 效度分析 22
3-5-4 假設檢驗 23
第四章資料分析與研究討論 27
4-1 樣本基本資料分析 27
4-2 研究構面敘述性統計分析 30
4-3信效度分析 32
4-3-1 信度分析 32
4-3-2 效度分析 33
4-4 結構模型路徑分析 36
4-4-1 研究模型與模型配適度檢定 36
4-4-2 路徑分析 37
4-4-3 中介效果分析驗證 38
4-4-4 實證討論 41
第五章結論與建議 46
5-1 結論 46
5-2研究意涵 47
5-2-1 學術意涵 47
5-2-2 實務建議 48
5-3公共政策建議 50
5-4研究限制與未來方向 50
參考文獻 52

圖目錄
圖 1本研究流程 4
圖 2研究架構 11
圖 3研究模型路徑分析結果 37
表目錄
表 1價值觀變數之操作型定義及問項 17
表 2規範激活理論變數之操作型定義及問項 19
表 3預期情緒之操作型定義及問項 20
表 4購買意圖之操作型定義及問項 21
表 5配適指標參考值 23
表 6人口統計變項資料 28
表 7問項平均數與標準差統計表 30
表 8各構面之信度分析表 32
表 9驗證性因素分析表 33
表 10變數區別效度分析矩陣 35
表 11結構模型之整體模型配適度 36
表 12中介效果驗證 (結果意識中介改變的開放性與責任歸屬) 38
表 13中介效果驗證 (結果意識中介保護與責任歸屬) 39
表 14中介效果驗證 (結果意識中介自我超越與責任歸屬) 39
表 15中介效果驗證 (預期驕傲感中介責任歸屬與個人規範) 40
表 16中介效果驗證 (預期內疚感中介責任歸屬與個人規範) 40
表 17整體模型假說驗證彙整表 44

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指導教授

洪秀婉陳德釗(Shiu-Wan Hung Der-Chao Chen)

審核日期

2021-7-30

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