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系統識別號 U0002-2206201202281500
中文論文名稱 有機商品購買行為之研究—以不同生態意識區隔
英文論文名稱 A Study of Consumers’ Organic Products Buying Behavior—Ecological Consciousness as A Segmentation Variable
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 100
學期 2
出版年 101
研究生中文姓名 張儀婷
研究生英文姓名 I-Ting Chang
學號 699550322
學位類別 碩士
語文別 中文
口試日期 2012-05-28
論文頁數 99頁
口試委員 指導教授-張俊惠
委員-魏上凌
委員-蔡政言
中文關鍵字 有機商品  計畫行為理論  生態意識區隔 
英文關鍵字 Organic Products  Theory of Planned Behavior  Ecological Conscious Consumer Behavior 
學科別分類
中文摘要 隨著有機風潮的盛行,人們對健康保健的迷戀以及對環境關懷的日益增加。樂活族人口比例的增加,台灣的有機商店也在近幾年如雨後春筍般出現,數量逐漸增加,其中不乏知名的連鎖有機商店,例如:無毒之家、里仁、主婦聯盟等。民眾對於LOHAS議題的關心,消費型態的改變,使得相關產業的發展漸趨蓬勃。
本研究以Ajzen(1985)的計畫行為理論(TPB)來探討消費者對有機商品的態度、周遭親友所給予之壓力,也就是主觀規範及其他非意志可控制的因素(即知覺行為控制),希望能找出影響消費者購買有機商品所考量的因素,而本研究也以Roberts(1996a)建構的生態意識量表作為干擾變數,將消費者分群,希望了解不同的生態意識區隔對於有機商品的購買是否會有所差異。而本研究將採用結構方程模式(Structural Equation Modeling,SEM)來進行分析,而主要的研究發現描述如下:
一、注重有機商品的好感度
本研究發現態度在直接或間接效果上都會對購買意圖產生正向且顯著的影響,表示消費者會因為購買有機商品獲得心靈上的滿足感,或是認為使用有機商品對環境有益而去購買。
二、教育消費者的環保知識
本研究發現對於不曾購買過有機商品的受測者而言,其主要原因是沒有偏好、不了解及沒有需求。由於原因是環環相扣,廠商可以透過廣告或是宣導環保知識,教育消費者使用有機商品對環境的好處。
三、生態意識確實為一個有效的市場區隔變數
本研究發現,不同生態意識族群在對有機商品的購買行為上,相關的影響因素不同。因此廠商可以針對自己想主攻的客群進行分析,先了解他們的生態意識程度,再對不同程度的客群做出不同的策略。
英文摘要 With the prevalence of organic atmosphere, people increase their attention and concern about their health and the environment. LOHAS is rising, and organic stores in Taiwan increase gradually in recent years, such as Yogi House, Leezen and Homemakers..etc. Issue of LOHAS that people concern, and changes in consumption patterns, making the development of related industries become vigorous.

The study used Ajzen’s TPB model to measure consumers’ attitude, subjective norm , and perceived behavioral control, trying to find out the reasons of buying organic products that consumers concern. The study also took Ecological Conscious Consumer Behavior as a moderating variable to measure whether the purchase intention of organic products between people who are high and low ecological conscious is different or not.

We applied SEM to analyze the valid response data. The major findings of this study were as follows:
1. We can find out attitude will have significant impact on purchase intention directly or indirectly.
2. Enterprises can teach consumers the benefits of using organic products through advertisements or environmental knowledge education.
3. We can truly take Ecological Conscious Consumer Behavior as an effective segmentation variable.
論文目次 目錄
目錄 I
圖目錄 II
表目錄 III
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 5
第四節 研究範圍及對象 5
第五節 研究流程 6
第二章 文獻回顧與探討 7
第一節 樂活(LOHAS)的來源及相關文獻 7
第二節 有機產業 15
第三節 計畫行為理論 19
第四節 綠色區隔變數的文獻回顧 24
第五節 國內外相關研究 26
第三章 研究設計 30
第一節 觀念架構 30
第二節 研究假說 31
第三節 研究變數之操作性定義與衡量 34
第四節 研究設計 40
第五節 資料分析方法 41
第四章 資料分析與結果 46
第一節 敘述性統計分析 46
第二節 高低生態意識族群之特徵描述 55
第三節 信度分析 64
第四節 結構方程模式分析 65
第五章 結論與發現 81
第一節 研究結論 81
第二節 研究發現 83
第三節 研究限制與未來建議 85
參考文獻 86
附錄一 94

圖目錄
圖1-1 研究流程圖 6
圖2-1 理性行為理論架構圖 19
圖2-2 計畫行為理論架構圖 21
圖2-3 Liao, Lin and Liu(2010)研究架構圖 26
圖2-4 Kim and Chung(2011)研究架構圖 27
圖2-5 吳淑燕(2007)研究架構圖 28
圖2-6 張瑚娜(2012)研究架構圖 29
圖3-1 本研究之觀念架構 30
圖4-1 本研究整體模式之線性結構關係圖 66
圖4-2 整體模式結構關係路徑分析圖 78
圖4-3 整體模式結構關係路徑分析圖-高生態意識 79
圖4-4 整體模式結構關係路徑分析圖-低生態意識 80

表目錄
表2-1 文化創意人重視的價值觀念整理表 10
表2-2 文化創造人檢測項目表 11
表2-3 LOHAS自我檢測表 12
表2-4 樂活市場類型 14
表2-5 有機產業分級表 17
表2-6 知名連鎖有機商店家數與分佈區域 18
表3-1 主觀規範之變數定義與衡量 34
表3-2 態度之變數定義與衡量 35
表3-3 知覺行為控制之變數定義與衡量 36
表3-4 購買意圖之變數定義與衡量 37
表3-5 生態意識的消費者類型之操作性定義與衡量項目 38
表3-6 問卷回收情況分析表 40
表3-7 Cronbach's α係數與信度 41
表3-8 LISREL之參數矩陣 43
表3-9 整體模式之配適度判斷指標 45
表4-1 有效樣本之性別分佈情形 46
表4-2 有效樣本之年齡分佈情形 47
表4-3 有效樣本之教育程度分佈情形 47
表4-4 有效樣本之婚姻狀況資料 48
表4-5 有效樣本之職業類別分佈情形 48
表4-6 有效樣本之每月平均所得分佈情形 49
表4-7 有效樣本之有機商品使用經驗分佈情形 50
表4-8 有效樣本之有機商品購買經驗分佈情形 50
表4-9 經常購買的有機商品種類(複選) 51
表4-10 不曾購買有機商品的原因(複選) 51
表4-11 平均購買有機商品的頻率 52
表4-12 單次購買有機商品的平均消費金額 53
表4-13 取得有機商品的資訊來源(複選) 53
表4-14 高低生態意識群之人群分佈 55
表4-15 高低生態意識群生態意識傾向之t檢定分析摘要表 55
表4-16 高低生態意識群與性別之交叉表 56
表4-17 高低生態意識群與性別之卡方檢定表 56
表4-18 高低生態意識群與年齡之交叉表 57
表4-19 高低生態意識群與年齡之卡方檢定表 57
表4-20 高低生態意識群與教育程度之交叉表 58
表4-21 高低生態意識群與教育程度之卡方檢定表 58
表4-22 高低生態意識群與婚姻之交叉表 59
表4-23 高低生態意識群與婚姻之卡方檢定表 59
表4-24 高低生態意識群與職業之交叉表 60
表4-25 高低生態意識群與職業之卡方檢定表 61
表4-26 高低生態意識群與月所得之交叉表 62
表4-27 高低生態意識群與月所得之卡方檢定表 62
表4-28 高低生態意識群購買意圖之t檢定分析摘要表 63
表4-29 高低生態意識群特徵描述與整理 63
表4-30 研究變項之信度分析彙整表 64
表4-31 結構方程模式之參數說明 67
表4-32 整體模式之配適度評估 68
表4-33 整體模式之配適度評估-高生態意識 68
表4-34 整體模式之配適度評估-低生態意識 69
表4-35 衡量模式之評估 70
表4-36 衡量模式之評估-高生態意識 71
表4-37 衡量模式之評估-低生態意識 73
表4-38 整體之研究假說驗證結果 75
表4-39 整體之研究假說驗證結果-高生態意識 76
表4-40 整體之研究假說驗證結果-低生態意識 77
表4-41 本研究三項因子對購買意圖之直接、間接、整體影響效果 78
表4-42 本研究三項因子對購買意圖之直接、間接、整體影響效果-高生態意識 79
表4-43 本研究三項因子對購買意圖之直接、間接、整體影響效果-低生態意識80

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三、網路部分
統健實業股份有限公司 http://www.pnic.com.tw/2010upn/99101204.htm
里仁事業全球資訊網 http://www.leezen.com.tw/big5/index.asp
無毒的家官網 http://www.yogi-house.com/home.php
綠色小鎮官網 http://www.earthlife.com.tw/main.asp
台灣主婦聯盟生活消費合作社官網 http://www.hucc-coop.tw/
棉花田官網 http://www.sun-organism.com.tw/index.asp

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