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系統識別號 U0002-1506201712554100
中文論文名稱 品牌產品的空瓶回收獎勵活動對消費者購買意圖之影響
英文論文名稱 The Influence of In-Store Product Recycling Programs on Consumers’ Purchase Intentions
校院名稱 淡江大學
系所名稱(中) 國際企業學系碩士班
系所名稱(英) Master's Program, Department Of International Business
學年度 105
學期 2
出版年 106
研究生中文姓名 薛子晴
研究生英文姓名 Tzu-Ching, Hsueh
學號 603550038
學位類別 碩士
語文別 中文
口試日期 2017-06-05
論文頁數 96頁
口試委員 指導教授-曾忠蕙
委員-劉怡媛
委員-黃增隆
中文關鍵字 綠色消費  計劃行為理論  空瓶回收獎勵活動  知覺利益  知覺犧牲  綠色消費意識 
英文關鍵字 Green consumption  TPB  In-store product recycling programs  Perceived benefit  Perceived sacrifice  Green consumerism consciousness 
學科別分類
中文摘要 近年來民眾意識到環境破壞日益嚴重,因而重視環境保護,並且開始採行綠色消費。本研究之目的在於探討品牌產品的空瓶回收獎勵活動對消費者購買意圖之影響。據此,本研究之架構一先以「計劃行為理論(TPB)」為基礎,探究消費者面對不同的獎勵誘因時,自備廢棄產品空瓶參與品牌的「空瓶回收獎勵活動」,進而購買的可能因素;架構二再探討不同綠色消費意識之消費者,其參與品牌產品「空瓶回收獎勵活動」所知覺之利益與犧牲、態度與購買意圖的關係。架構一之研究發現:(1)面對不同的誘因類型時,參與品牌產品「空瓶回收獎勵活動」之態度與主觀規範會與消費者的購買意圖構成顯著相關。(2)面對不同的誘因類型時,知覺行為控制是預測消費者購買意圖的關鍵因素。架構二之研究發現:(1)知識價值是形塑不同綠色消費意識之消費者態度的重要前因。(2)知覺犧牲與不同綠色消費意識之消費者的態度有顯著相關。(3)態度扮演預測綠色消費意識弱之消費者購買意圖的關鍵角色。
英文摘要 Awareness of the deterioration of the environment has raised the issue of environmental protection, which in turn has developed green consumption. The purpose of this paper is to elucidate the influence of in-store product recycling programs on consumers’ purchase intentions. Thus, this study will first employ the theory of planned behavior to investigate the impact of different types of incentives on consumers’ purchase intention, and then examine the effect of green consumerism consciousness on attitude toward in-store product recycling programs and customers’ purchase intention. The findings of the 1st framework reveal that under different incentives: (1) Consumers’ purchase intention is significantly related to attitude and subjective norm. (2) Perceived behavioral control is a key determinant of purchase intention. The findings of the 2nd framework suggest that: (1) epistemic value plays an important role in shaping the attitude of customers with different green consumerism consciousness. (2) The attitude of customers with different green consciousness is significantly related to perceived sacrifice. (3) Attitude is a significant predictor of purchase intention for people with weak green consumerism consciousness.
論文目次 目錄
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 研究動機與目的 4
第三節 研究流程 7
第二章 文獻回顧 9
第一節 綠色行銷 9
第二節 綠色消費意識 11
第三節 知覺價值 13
第四節 計劃行為理論 18
第五節 獎勵誘因類型 23
第三章 研究方法 28
第一節 研究架構 28
第二節 研究假設 30
第三節 研究變數之定義與衡量 34
第四節 研究設計 43
第五節 資料分析方法 45
第四章 資料分析與結果 47
第一節 資料初步分析 47
第二節 架構一之假說驗證 59
第三節 架構二之假說驗證 62
第四節 附帶分析 69
第五章 研究結論與管理意涵 70
第一節 研究結論 70
第二節 管理意涵 75
第三節 研究限制與未來研究方向 78
參考文獻 79
附錄一、問卷A–現金折抵 89
附錄二、問卷B–贈品兌換 93

表目錄
表2–1相關學者對於知覺價值的定義 14
表2–2回收與親環境行為的相關研究 22
表3–1研究假說彙整表 33
表3–2態度的操作型定義和衡量題項 34
表3–3主觀規範的操作型定義和衡量題項 35
表3–4知覺行為控制的操作型定義和衡量題項 36
表3–5獎勵誘因的操作型定義和衡量題項 37
表3–6購買意圖的操作型定義和衡量題項 38
表3–7知覺犧牲的操作型定義和衡量題項 39
表3–8知覺利益的操作型定義和衡量題項 41
表3–9綠色消費意識的操作型定義和衡量題項 42
表3–10本研究問卷設計 43
表3–11本研究之問卷回收情況分析表 44
表4–1受測者之性別分佈情形 48
表4–2受測者之年齡分佈情形 48
表4–3受測者之教育程度分佈情形 49
表4–4受測者之職業類別分佈情形 50
表4–5受測者之每月平均可支配所得分佈情形 51
表4–6受測者對品牌產品之「空瓶回收獎勵活動」的認知程度 52
表4–7受測者對推廣「空瓶回收獎勵活動」之品牌的認知程度(複選) 53
表4–8受測者參與品牌「空瓶回收獎勵活動」的經驗 54
表4–9受測者最近一次參與「空瓶回收獎勵活動」的品牌 55
表4–10信度分析彙整表 56
表4–11獎勵誘因類型不同之迴歸模式 60
表4–12知覺利益的各個價值構面與態度之迴歸模式 63
表4–13「綠色消費意識強」之迴歸模式與中介變項檢定 65
表4–14「綠色消費意識弱」之迴歸模式與中介變項檢定 67
表4–15知覺犧牲、知覺利益與態度之未標準化迴歸係數 68
表4–16態度與購買意圖之未標準化迴歸係數 68
表4–17獎勵誘因類型、綠色消費意識對購買意圖影響的ANOVA 69
表5–1研究假說驗證結果彙整表 71
表5–2架構一之研究變數比較彙整表 72
表5–3架構二之研究變數比較彙整表 73

圖目錄
圖1–1歷年垃圾回收性質統計表(%) 2
圖1–2歷年廢容器回收統計表(公斤) 2
圖1–3歷年廢容器回收率統計表(%) 3
圖1–4本研究流程圖 8
圖2–1 Ajzen(1991)計劃行為理論 18
圖2–2 Chandon et al.(2000)促銷利益矩陣 26
圖3–1本研究之研究架構一 29
圖3–2本研究之研究架構二 29
參考文獻 一、 中文部分
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2. 卡優新聞網(2012年08月10日)。首創保養品空瓶回收 台北市百貨設點響應。取自:http://www.cardu.com.tw/news/detail.php?nt_pk=6&ns_pk=16969
3. 林姿伶(2012),「環保意識與綠色消費行為之研究:誘因排擠效果之驗證」,國立高雄應用科技大學商務經營研究所碩士論文。
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