洗髮精是人們日常生活中不可或缺的必需品，隨著樂活(Lohas)風潮的興起，綠色消費逐漸變成市場主流，各種主打天然、環保的知名洗髮精品牌也積極投入此一綠色環保洗髮精市場中，以追求這塊大餅。而在逐漸蓬勃發展的綠色環保洗髮精市場中，廠商如何能佔有一席之地，針對影響綠色環保洗髮精之購買意圖形成之關鍵前因進行探討就顯得益發重要。

　　本研究將應用計畫行為理論探討消費者對綠色環保洗髮精的態度、主觀規範、及知覺行為控制等是否會影響其對綠色環保洗髮精之購買意圖，並加入環保知識及環保經驗兩個因素，以進一步探討其對消費者購買綠色環保洗髮精有關之影響。
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SPSS18.0版以及LISREL8.7版作為資料分析工具。

　　經由線性結構方程模式驗證研究假說，得知以下結論：

1. 台灣消費者對綠色環保洗髮精的態度、主觀規範、及知覺行為控制確實會影響其對綠色環保洗髮精購買意圖之發生。

2. 環保知識確實會影響消費者對綠色環保洗髮精的態度及其購買綠色環保洗髮精所知覺之行為控制。

3. 環保經驗確實會影響消費者對綠色環保洗髮精的態度、及其在購買綠色環保洗髮精所知覺之行為控制以及購買意圖的發生。

Shampoos are a necessity of daily life. With the rising of “Lohas”, green consumption has gradually become the mainstream in the market. Major shampoo companies have developed organic, green, eco-friendly shampoos to grasp the market. The purpose of this study is to understand the precedents of consumers’ buying intention of green shampoos in order to provide insights to shampoo companies seeking to become leaders in the green shampoo market. 

　　Grounded in the Theory of Planned Behavior (TPB), this study investigates the influence of attitude, subjective norm, and perceived behavioral control on customers’ green shampoo buying intentions. This study expanded the TPB model by including “environmental knowledge” and “environmental experiences of using green products.”

　　Data were collected from pen-and-pencil and online surveys. Structural Equation Modeling (SEM) was utilized for data analysis. SPSS 18.0 and LISREL 8.7 were employed as the data analysis software.
 
　　The major findings were summarized as follows:

1. Attitude, subjective norm, and perceived behavioral control had an impact on customers’ green shampoo buying intentions.

2. Environmental knowledge had an impact on attitude and perceived behavioral control.

3. Environmental experiences of green products had an impact on customers’ attitude, perceived behavioral control, and green shampoo purchase intention.

目錄.............................I
表目錄..........................III
圖目錄...........................VI
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...................7
第四節	研究範圍及對象..............7
第五節	研究流程...................8

第二章   文獻探討....................9
第一節	計畫行為理論.................9
第二節	環保知識...................31
第三節	環保經驗...................33

第三章  研究設計....................35
第一節	觀念架構...................35
第二節	研究假說...................36
第三節	研究變數之操作性定義與衡量.....42
第四節	研究設計...................48
第五節	資料分析方法................50

第四章  資料分析與結果...............55
第一節	敘述性統計分析..............55
第二節	結構方程模式分析............78

第五章  研究結論與發現...............91
第一節	研究結論...................91
第二節	研究發現...................93
第三節	研究限制與未來建議...........99

參考文獻...........................100
一.	中文部分...................100
二.	英文部分...................102

附錄 研究問卷.......................118


 
表目錄
表2-1  態度定義之整理 (國外研究文獻)...................16
表2-2  態度之定義整理 (國內研究文獻)...................17
表2-3  主觀規範之定義整理.............................20
表2-4  知覺行為控制之定義整理.........................22
表2-5  行為意圖之定義整理............................23
表2-6  計畫行為理論(TPB)國外相關文獻彙整表.............25
表2-7  計畫行為理論(TPB)國內相關文獻彙整表.............29
表3-1　本研究之研究假說彙整表.........................41
表3-2　環保知識之操作性定義與衡量......................42
表3-3　本研究之主觀規範的操作性定義與衡量................43
表3-4　環保經驗之操作性定義與衡量......................44
表3-5　本研究之態度的操作性定義與衡量...................45
表3-6　本研究之知覺行為控制的操作性定義與衡量.............46
表3-7　本研究之購買意圖的操作性定義與衡量................47
表3-8　本研究之問卷回收情況分析表.......................49
表3-9 　LISREL之參數矩陣.............................52
表3-10　整體模式之配適度指標...........................54
表4-1  有效樣本之性別分佈情形..........................56
表4-2 有效樣本之年齡分布情形...........................56
表4-3有效樣本之教育程度分佈情形.........................57
表4-4　有效樣本之婚姻狀況資料...........................57
表4-5　有效樣本之教育程度分佈情形........................58
表4-6　有效樣本之職業類別分佈情形........................59
表4-7　有效樣本之每月平均所得分佈情形....................60
表4-8　有效樣本之過去購買環保相關產品的種類 (複選).........61
表4-9　有效樣本過去購買環保相關產品之通路 (複選)...........62
表4-10　有效樣本過去取得環保相關產品之資訊來源 (複選).......63
表4-11　有效樣本綠色環保洗髮精品牌認知程度之分佈情形(複選)...64
表4-12　有效樣本綠色環保洗髮精使用經驗之分佈情形	............65
表4-13　有效樣本主要使用的綠色環保洗髮精品牌之分佈情形........66
表4-14　有效樣本主要使用綠色環保洗髮精滿意程度之分佈情形......67
表4-15　有效樣本綠色環保洗髮精購買經驗之分佈情形	.............68
表4-16　有效樣本不曾購買綠色環保洗髮精原因之分佈情形 (複選)....69
表4-17　有效樣本最常購買的綠色環保洗髮精品牌之分佈情形.........70
表4-18　有效樣本購買綠色環保洗髮精通路之分佈情形	..............71
表4-19　有效樣本綠色環保洗髮平均購買頻率之分佈情形............72
表4-20　有效樣本所購買的綠色環保洗髮精與一般洗髮精之平均價差....73
表4-21　有效樣本未來選購綠色環保洗髮精之通路 (複選)...........74
表4-22　有效樣本未來取得綠色環保洗髮精之資訊來源 (複選)........75
表4-23　有效樣本之未來可接受綠色環保洗髮精之價差範圍...........76
表4-24未來最能吸引有效樣本購買綠色環保洗髮精之優惠方式 (複選)...77
表4-25　結構方程式之參數說明	..............................80
表4-26　整體配適度衡量結果................................82
表4-27　整體衡量模式之評估................................85
表4-28　整體之研究假說驗證結果.............................86
表4-29　整體路徑效果分析..................................90

圖目錄
圖1-1　每天會做的頭髮保養項目...........................2
圖1-2　最近半年內曾購買並使用過的美髮產品.................2
圖1-3  研究流程圖....................................8
圖2-1  理性行為理論架構圖.............................11
圖2-2  計畫行為理論架構圖.............................13
圖3-1  本研究之觀念架構...............................35
圖4-1　本研究整體模式之線性結構圖.......................79
圖4-2  本研究之路徑結構關係圖..........................89

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