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中文論文名稱 綠色消費行為影響因素之研究—以LED照明產品為例
英文論文名稱 The study of influence factors on green consumer behavior – An example of LED lighting products
校院名稱 淡江大學
系所名稱(中) 國際商學碩士在職專班
系所名稱(英) Executive Master's Program of Business Administration (EMBA) in International Commerce
學年度 100
學期 2
出版年 101
研究生中文姓名 劉卓英
研究生英文姓名 Cho-Ying Liu
學號 799520019
學位類別 碩士
語文別 中文
口試日期 2012-06-04
論文頁數 87頁
口試委員 指導教授-曾義明
委員-王居卿
委員-李文瑞
中文關鍵字 綠色消費行為  節能減碳  購買態度  購買意願 
英文關鍵字 Green Consumer Behavior  Energy-Saving  Purchase attitude  Purchase Intention 
學科別分類 學科別社會科學商學
中文摘要 近幾年來隨著全球的景氣低迷又面臨了歐洲債務問題和日本地震核災,台灣的能源及原物料價格也因此持續高漲。全球也因此投入更多樣的綠色環保、節能計劃與方案,使得消費環保意識抬頭高漲,消費者購買綠色產品之願因而不斷提昇。
在過去關於綠色產品的研究,多著重一般綠色產品購買探討。較少對LED照明產品做消費者行為的研究。本研究即根據學者之科技接受模式來探討消費對於購買LED照明產品之消費行為的關鍵性影響因素,探討外在變數對於節能減碳效果及購買態度是否會影響其意願。並且利用發放問卷的方式,進行實證探討,期望研究結論對LED業者之經營與其產業發展有所貢獻。
本研究選定以居住大台北地區具消費能力民為受訪對象。並以問卷方式對消費者進行調查。總計發放355份問卷,經過回收整理篩選填答不完整、遺漏或資料有效信度低的無效問卷,實際有效問卷總數300 份,有效回收率84.5%。
在回收有效資料樣本方面則運用信度、單因子變異數、迴歸模型方式進行分析。來驗證消費者對於綠色行為中變數節能減碳效果、購買態度和購買意願之關係。
英文摘要 In recent years, the global economy has faced of debt crisis in Europe and earthquake and nuclear disaster in Japan. The price of energy and raw materials continues to raise which causes global investment in more enviromentally friendly product’s with energy saving plans and programs. Therefore consumers will be aware of buying more green energy saving products.

The previous studies focusd on the green marketing and green product purchasing but fewer researches on LED lighting product for consumer behavior. This study is based on the scholars of -Technology Acceptance Model, TAM” for the green consumer behavior affect factors

The study adopted a survey research design, which was based on the feedback were of residents in Taipei area. A total of 355 questionnaires were issued and 300 of them were validly returned.

The collected data were analyzed via Cronbach’s α, ANOVA and regression model which examined for the consumer relation among energy saving and carbon reduction effectiveness, buying attitudes and purchase intention.
論文目次 目錄:
第ㄧ章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第二章 文獻探討 4
第一節 綠色消費行為 4
第二節 節能減碳效果 8
第三節 購買態度 15
第四節 購買意願 16
第五節 人口統計變數 17
第六節 LED照明產品 19
第三章 研究方法 28
第一節 研究架構與假說 28
第二節 變數操作性定義 31
第三節 問卷設計 34
第四節 抽樣設計 35
第五節 資料統計分析方法 37
第四章 研究資料分析結果 40
第一節 樣本結構分析 40
第二節 信度分析 46
第三節 單因子變異數分析 48
第四節 迴歸分析 64
第五節 假說分析結果 68
第五章 結論與建議 69
第一節 研究結論 69
第二節 實務建議 72
第三節 研究限制 74
第四節 未來研究建議 75
參考文獻 76
中文部份 76
英文部份 77
網路部份 84
附錄 問卷 85
表 目 錄
表 2- 1各學者對綠色消費的定義 ................................ ................................ ................ 5
表 2- 2各學者對科技接受模式的相關論點 ................................ .............................. 12
表 2- 3 LED照明之優點 ................................ ................................ ............................. 21
表 2- 4 LED 4 LED4 LED4 LED照明與傳統比較 ................................ ................................ ............. 23
表 2- 5國際間禁用 白熾燈的時程表 ................................ ................................ .......... 26
表 3- 1外在變數與衡量問項表 ................................ ................................ .................. 31
表 3- 2節能減碳效果變數與衡量問項表 節能減碳效果變數與衡量問項表 ................................ ................................ .. 32
表 3- 3購買態 度變數與衡量問項表 ................................ ................................ .......... 33
表 3- 4購買意願變數與衡量問項表 ................................ ................................ .......... 33
表 3- 5問卷發放與回收情形 ................................ ................................ ...................... 37
表 3- 6 Cronbach’s α係數之參考指標表 ................................ ................................ .... 38
表 4- 1受訪者之婚姻 /性別 分配表 ................................ ................................ ............ 41
表 4- 2受訪者之 統計 分配表 ................................ ................................ ..................... 43
表 4- 3 受訪者之 平均消費次數 分配表 ................................ ................................ .... 44
表 4- 4受訪者之 者是否用過 LEDLEDLED產品 分配表 ................................ ....................... 45
表 4- 5 受訪者之 者是否買過 LEDLEDLED照明產品 照明產品 分配表 ................................ .............. 45
表 4- 6 整體 變數 之信度分析表 ................................ ................................ ................ 47
表 4- 7「環境知識 」對性別之變異數分析 」對性別之變異數分析 ................................ ................................ . 48
表 4- 8「環境 知識 」對年齡之變異數分析 」對年齡之變異數分析 ................................ ................................ 49
表 4- 9「主觀 規範 」對年齡之變異數分析 」對年齡之變異數分析 ................................ ................................ 49
表 4- 10「主觀 規範 」對年齡之 ScheffeScheffeScheffe ScheffeScheffe 法多重比較 ................................ ............... 50
表 4- 11 「利他主義 」對職業之變異數分析 」對職業之變異數分析 ................................ ............................... 50
表 4- 12 「利他主義 」對教育之變異數分析 」對教育之變異數分析 ................................ ............................ 51
表 4- 13「節能減碳 效果 」對年齡之變異數分析 」對年齡之變異數分析 ................................ ....................... 51
表 4- 14 「節能減碳 效果 」對年齡之 ScheffeScheffeScheffeScheffeScheffeScheffe 法多重比較 ................................ ......... 52
表 4- 15 「節能減碳 效果 」對職業之變異數分析 」對職業之變異數分析 ................................ ....................... 52
表 4- 16 「節能減碳 效果 」對職業之 ScheffeScheffeScheffeScheffeScheffeScheffe 法多重比較 ................................ ......... 52
表 4- 17 「購買態度 」對年齡之變異數分析 」對年齡之變異數分析 ................................ ............................ 53
表 4- 18 「購買態度 」對年齡之 ScheffeScheffeScheffe ScheffeScheffe 法多重比較 ................................ .............. 53
表 4- 19 「購買態度 」對教育之變異數分析 」對教育之變異數分析 ................................ ............................ 54
表 4- 20「購買態度 」對教育 ScheffeScheffeScheffe ScheffeScheffe 法多重比較 ................................ .................. 54
表 4- 21 「購買意願 」對年齡之變異數分析 」對年齡之變異數分析 ................................ ............................ 55
表 4- 22 「購買意願 」對年齡之 ScheffeScheffeScheffe ScheffeScheffe 法多重比較 ................................ .............. 55
表 4- 23 「購買意願 」對職業之變異數分析 」對職業之變異數分析 ................................ ............................ 55
表 4- 24 「購買意願 」對教育之變異數分析 」對教育之變異數分析 ................................ ............................ 56
表 4- 25 「購買意願 」對教育 ScheffeScheffeScheffe ScheffeScheffe 法多重比較 ................................ .................. 56
表 4- 26 「購買意願 」對平均月收入之變異數分析 」對平均月收入之變異數分析 ................................ ................ 57
表 4- 27 「購買意願 」對 平均月收入 平均月收入 ScheffeScheffeScheffe ScheffeScheffe 法多重比較 ................................ ...... 57
表 4- 28 「環境 知識」對人口統計變數之異分析 知識」對人口統計變數之異分析 ................................ ............ 58
表 4- 29 「主觀 規範」對人口統計變數之異分析 規範」對人口統計變數之異分析 ................................ ............ 59
表 4- 30 「利他主義」對人口統計變數之異分析 「利他主義」對人口統計變數之異分析 ................................ ............ 60
表 4- 31 「節能減碳 效果 」對人口統計變數之異分析 」對人口統計變數之異分析 ................................ .... 61
表 4- 32 「購買態度」對人口統計變數之異分析 「購買態度」對人口統計變數之異分析 ................................ ............ 62
表 4- 33 「購買意願」人口統計變數之異分析 「購買意願」人口統計變數之異分析 ................................ ................ 63
表 4- 34 節能減碳效果 相關係數表 ................................ ................................ .......... 65
表 4- 35 購買態度 相關係數表 ................................ ................................ .................. 65
表 4- 36 購買意願 相關係數表 ................................ ................................ .................. 66
表 4- 37 節能減碳效果迴 歸分析表(格內數字為未標準化之迴係) 歸分析表(格內數字為未標準化之迴係) ...... 66
表 4- 38 購買態度 迴歸分析表(格內數字為未標準化之係) 迴歸分析表(格內數字為未標準化之係) .............. 67
表 4- 39 購買意願 迴歸分析表(格內數字為未標準化之係) 迴歸分析表(格內數字為未標準化之係) ............... 67
表 4- 40 假說分析結果彙整表 ................................ ................................ .................... 68
圖 目 錄
圖 2-1 1 科技接受模式· · · 11
圖2-2 環境知識-環境態度-行為模式· · 13
圖2-3 LED發光原理 · · · 20
圖 3-1 1 本研究概念性架構 · · · 28
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