由於全球暖化，造成世界氣候異常，使各國的環保意識逐漸提升。而造成全球暖化的溫室氣體主要為二氧化碳，其中以汽車所排放的廢氣佔大多數，加上油價高漲，由於前述的環保及油價上漲，綠色環保概念車將商機無限。據此，本研究將針對台灣消費者對於油電混合車市場相關的想法及消費行為進行探討。

    而本研究目的在於探討消費者對油電混合車的綠色知覺價值(利他價值、社會價值、象徵價值、犧牲價值)與態度之關連性，以及綠色知覺價值(利他價值、社會價值、象徵價值、犧牲價值)是否對消費者購買意圖有正向影響。

    本研究對研究對象進行人員紙本發放及網路問卷的施測。並使用SPSS12.0版以及LISREL8.7版作為資料分析工具。
經由結構方程模式驗證研究假說，得知以下結論：

ㄧ、台灣油電混合車市場，消費者對油電混合車態度會影響油電混合 
    車購買意圖發生。

二、油電混合車的綠色知覺價值確實對消費者購買油電混合車的態度 
    及購買意圖造成影響。

三、綠色價值影響購買意圖的過程中，除了社會價值之外，就其他三
    個價值而言，態度扮演重要的中介角色。

    根據本研究資料分析的結果，發現在台灣油電混合車市場最重要是犧牲價值再來是社會價值和利他價值，並提供廠商做決策的參考及後續研究的研究建議。

Global warming has caused serious impact on the human and the environment we are living. It has also caused the greenhouse effect. The primary greenhouse gases in the Earth's atmosphere is carbon dioxide (CO2), which emissions produced majorly by cars. Besides,because of the upsurge of the international oil price made people faced how to respond to the soaring price in the oil market. Therefore, in order to follow the trend of eco-conscious and oil is rising constantly, the automakers go green.In Taiwan, the demand of hybrid cars increase more and more, hybrid cars will be a trend in the future.

    The purpose of the study is researching perceived green value (Altruistic Value, Social Value, Symbolic Value, and Sacrifice Value) has relation with consumer attitude and perceived green value (Altruistic Value, Social Value, Symbolic Value, and Sacrifice Value) to purchase intention has positive effect in Taiwan’s hybrid cars market. 

    The research applied SPSS12.0 and LISREL8.7 to assess if the theory of green perceived value could affect consumer’s attitude and purchase intention. There are three findings from the research：

(1)Consumer’s attitude has an impact on purchase intention 
   in Taiwan’s hybird cars market.

(2)Perceived green value (Altruistic Value, Social Value, 
   Symbolic Value, and Sacrifice Value) has an impact on 
   consumer’s attitude and purchase intention buying hybird 
   cars in Taiwan.

(3)In the process of perceived green value (Altruistic 
   Value, Symbolic Value, and Sacrifice Value) affect 
  purchase intention, attitude has be an important mediator .

   Concluding the above findings, several suggestions have been recommended to provide the firms as a business development direction and marketing method and further to be used for the follow-up researchers.

目錄	I
表目錄	III
圖目錄	V
第一章 緒論	1
第一節  研究背景	1
第二節  研究動機	4
第三節  研究目的	6
第四節  研究範圍及對象	6
第五節  研究流程	7
第二章 文獻探討	8
第一節  綠色行銷定義及發展過程	8
ㄧ、綠色行銷定義	8
二、綠色行銷發展過程	13
第二節 態度	14
ㄧ、態度的定義	14
二、態度的組成	18
三、態度的衡量	20
第三節 購買意圖	22
第四節 綠色知覺價值	23
ㄧ、知覺價值的定義	23
二、知覺價值衡量購面	26
(1)	利他價值	31
(2)	社會價值	33
(3)	象徵價值	35
(4)	犧牲價值	36
三、價值對於態度與購買意圖的影響	37
第三章 研究方法	38
第一節 觀念架構	38
第二節 研究假說	39
第三節 正式問卷研究變數之操作性定義與衡量	41
第四節 研究設計	47
第五節 資料分析法	48

第四章 資料分析與結果	52
第ㄧ節 敘述性統計分析	52
第二節 信度分析	64
第三節 結構方程模式分析	66
第五章 研究結論與發現	78
第一節 研究結論	78
第二節 研究發現	79
第三節 研究限制與未來建議	81
參考文獻	82
ㄧ、中文部分	82
二、英文部分	84
附錄 研究問卷	101

表目錄
表2-1   綠色行銷之定義整理 (國外研究文獻)	8
表2-2   綠色行銷之定義整理 (國內研究文獻)	10
表2-3   綠色行銷與傳統行銷之比較	12
表2-4   態度之定義整理 (國外研究文獻)	15
表2-5   態度之定義整理 (國內研究文獻)	16
表2-6   知覺價值相關定義與衡量方法彙整表	23
表2-7   知覺價值之衡量構面彙整	27
表2-8   利他相關定義彙整表	31
表3-1   利他價值之操作性定義與衡量	41
表3-2   社會價值之操作性定義與衡量	42
表3-3   象徵價值之操作性定義與衡量	43
表3-4   犧牲價值之操作性定義與衡量	44
表3-5   油電混合車購買態度之操作性定義與衡量	45
表3-6   油電混合車購買意圖之操作性定義與衡量	46
表3 7   問卷回收情況分析表	47
表3-8   LISREL各參數符號說明	50
表3-9   整體模式之配適度指標	51
表4-1  有效樣本是否以汽車為主要代步工具分佈情形	52
表4-2  有效樣本未以汽車為主要代步工具分佈情形	53
表4-3  有效樣本以汽車為主要代步工具分佈情形	53
表4-4  有效樣本以汽車為主要代步工具之廠牌分佈情形	54
表4-5  有效樣本以汽車為主要代步工具使用汽油分佈情形	55
表4-6  有效樣本以汽車為主要代步工具cc數分佈情形	55
表4-7  有效樣本選擇一般汽車而非油電混合車因素(複選)	56
表4-8  有效樣本選購油電混合車優先考慮項目(複選)	57
表4-9  有效樣本可接受油電混合車價差範圍	58
表4-10 有效樣本取得油電混合車資訊來源(複選)	59
表4 11 有效樣本之性別分佈情形	60
表4 12 有效樣本之年齡分佈情形	61
表4-13 有效樣本之教育程度分佈情形	61
表4-14 有效樣本之婚姻狀況資料	62
表4-15 有效樣本之職業類別分佈情形	62
表4-16 有效樣本之每月平均所得分佈情形	63
表4-17  本研究各構面之Cronbach’s  α	65
表4-18  結構方程式之參數說明	68
表4-19  整體配適度衡量結果	70
表4-20  基本配適度指標分析結果	72
表4-21  模型之研究假說與驗證結果	73
表4-22  路徑效果分析	77

圖目錄
圖1-1 我國歷年油價趨勢圖	2
圖1-2 全台油電混合車年度銷售量	3
圖1-3 全台汽車年度總銷售量	3
圖1-4 研究流程圖	7
圖2-1 態度的三個組成因素	19
圖2-2 理性行為理論架構圖	19
圖2-3 態度、行為意向與行為間的關係	20
圖3-1 本研究之觀念架構	38
圖4-1 本研究的線性結構圖	67
圖4-2 本研究之路徑結構關係圖	75

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