系統識別號 | U0002-2206201722532200 |
---|---|
DOI | 10.6846/TKU.2017.00794 |
論文名稱(中文) | 家庭幸福感對手工皂消費者偏好之影響-以知覺價值、綠色信任 為調節之多層次分析 |
論文名稱(英文) | Effect of Family Well-being on Handmade Soap Consumer Preference -A Multilevel Analysis of Perceived value and Greentrust as Moderator |
第三語言論文名稱 | |
校院名稱 | 淡江大學 |
系所名稱(中文) | 管理科學學系企業經營碩士在職專班 |
系所名稱(英文) | Executive Master's Program of Business Administration (EMBA) in Management Sciences |
外國學位學校名稱 | |
外國學位學院名稱 | |
外國學位研究所名稱 | |
學年度 | 105 |
學期 | 2 |
出版年 | 106 |
研究生(中文) | 林資敏 |
研究生(英文) | Tzu-Min Lin |
學號 | 704620045 |
學位類別 | 碩士 |
語言別 | 繁體中文 |
第二語言別 | |
口試日期 | 2017-06-16 |
論文頁數 | 96頁 |
口試委員 |
指導教授
-
牛涵錚(nctu.ms91g@gmail.com)
委員 - 王耀德(yaudewang@yahoo.com.tw) 委員 - 李培齊(100679@mail.tku.edu.tw) |
關鍵字(中) |
手工皂風格 消費者偏好 幸福感 知覺價值 綠色信任 |
關鍵字(英) |
Hand-made Soap Styles Family Happiness Preference of Customer Green Trust Perceived Values |
第三語言關鍵字 | |
學科別分類 | |
中文摘要 |
隨著社會經濟改變及人們對環境保護日益重視,消費者不僅著重於產品經濟實用性,也注重環保、健康的訴求。手工皂風格的多樣性對於顧客認知價值有其影響性,而家庭成員的幸福感程度對消費者偏好是否有顯著的影響,目前少有相關研究證實家庭購買手工皂因素之相互關係。因此,本研究以多層次分析,探討家庭幸福感對手工皂消費者偏好之影響。 本研究問卷共發放120組家庭,回收有效樣本為105個家庭,樣本合計數420人,回收率達87.5%。經運用階層線性模式(HLM)分析結果發現: 1.家庭成員喜好手工皂風格對消費者偏好具有顯著性的影響。 2.家庭幸福感對消費者偏好具有顯著性的影響。 3.知覺價值在手工皂風格對消費者偏好間未有顯著性的調節效果,但知覺價值之品質價值和社會價值在手工皂風格對消費者偏好間具有顯著性的調節效果。 4.知覺價值對幸福感具有顯著性的影響。 5.綠色信任在知覺價值對幸福感間沒有顯著性的調節效果。 6.知覺價值對綠色信任具有顯著性的影響。 7.綠色信任對知覺價值與幸福感間有部分中介效果。 |
英文摘要 |
As social and economic changes increase, people are increasingly concerned about environmental protection. Consumers not only focus on product economy and practicality, but also pay attention to environmental protection and health demands. The diversity of styles in handmade soap products has an impact on the perceived value to the customer, also the perception of family wellbeing resulting from the use of handmade soap products has a significant impact on consumer preferences. Few studies have been done related to consumers and handmade soap. Thus, this study explores how the perception of family wellbeing affects consumer preference when purchasing handmade soap by a multi-level research analysis. Questionnaires were distributed to 120 families. Of these 105 were returned with 420 effective samples; the effective return sample rate was 87.5%. In light of the results from HLM, it can be found that: 1. The styles of handmade soap products significantly affect consumer preference. 2. The perception of family wellbeing significantly affects consumer preference. 3. The perceived value as moderated by style of handmade soaps does not significantly affect consumer preference, however, perceived value as moderated by product quality and social value does significantly affect customer preference. 4. Perceived value is significantly affected by perception of wellbeing. 5. Perception of wellbeing is not significantly affected by green trust. 6. Perceived value is significantly affected by green trust. 7. The connection between perceived value and perception of wellbeing is partially moderated by green trust. |
第三語言摘要 | |
論文目次 |
目錄 中文摘要 I ABSTRACT II 目錄 III 表目錄 V 圖目錄 VII 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 6 第三節 研究範圍與流程 6 第二章 文獻探討 9 第一節 手工皂風格 9 第二節 消費者偏好 12 第三節 知覺價值 13 第四節 綠色信任 16 第五節 幸福感 17 第三章 研究方法 22 第一節 研究架構與假說 22 第二節 問卷設計 24 第三節 研究對象抽樣及樣本前測分析 28 第四節 資料蒐集與分析方法 35 第四章 實證分析與討論 37 第一節 樣本結構分析 37 第二節 信度與效度分析 42 第三節 描述性統計分析 43 第四節 PEARSON相關分析 49 第五節 階層線性分析 51 第六節 迴歸分析 70 第七節 研究結果 79 第五章 研究結論與研究建議 80 第一節 結論 80 第二節 後續研究建議 83 參考文獻 85 附錄一 家庭主購者購買手工皂產品意願之影響因素調查問卷 93 附錄二 家庭成員購買手工皂產品意願之影響因素調查問卷 95 表目錄 表2-1 消費者偏好定義彙整表 13 表2-2 知覺價值定義彙整表 15 表2-3 綠色信任定義彙整表 17 表2-4 幸福感定義彙整表 21 表3-1 前測人口統計基本資料分析表 29 表3-2 綠色信任前測信度 30 表3-3 知覺價值前測信度 31 表3-4 手工皂風格前測信度 32 表3-5 消費者偏好前測信度 33 表3-6 家庭主購者幸福感前測信度 34 表3-7 家庭主購者幸福感前測信度 34 表4-1 家庭主購者人口統計基本資料分析表 39 表4-2 個人層級人口統計基本資料分析表 41 表4-3 研究變數之信度分析 42 表4-4 各層級研究變數之描述性統計分析 43 表4-5 綠色信任各題項分析表 44 表4-6 知覺價值各題項分析表 45 表4-7 主購者幸福感各題項分析表 46 表4-8 手工皂風格各項目現況分析摘要表 47 表4-9 消費者偏好各題項分析表 48 表4-10 家庭成員幸福感各題項分析表 49 表4-11 家庭層級各構面相關分析表 49 表4-12 個人層級各構面相關分析表 50 表4-13 零模型(Null Model)分析 54 表4-14 手工皂風格及消費者偏好指標 54 表4-15 手工皂風格隨機係數迴歸模式分析 56 表4-16 手工皂風格之使用性隨機係數迴歸模式分析 57 表4-17 手工皂風格之商品外觀隨機係數迴歸模式分析 59 表4-18 手工皂風格之造型傳達隨機係數迴歸模式分析 60 表4-19 幸福感截距為結果變項分析 62 表4-20 知覺價值斜率調節模式分析 63 表4-21 品質價值斜率調節模式分析 64 表4-22 情感價值斜率調節模式分析 66 表4-23 價格價值斜率調節模式分析 67 表4-24 社會價值斜率調節模式分析 68 表4-25 知覺價值影響幸福感之迴歸係數分析 70 表4-26 品質價值影響幸福感之迴歸係數分析 71 表4-27 情感價值影響幸福感之迴歸係數分析 72 表4-28 價格價值影響幸福感之迴歸係數分析 72 表4-29 社會價值影響幸福感之迴歸係數分析 73 表4-30 綠色信任對知覺價值影響幸福感之調節分析 74 表4-31 綠色信任在知覺價值與幸福感之間中介效果檢測表 77 表4-32 HLM多層次分析結果彙整表 78 表4-33 研究結果與假說彙整表 79 圖目錄 圖1-1 研究流程圖 8 圖2-1 2016年國民幸福指數排名 18 圖2-2 2016年我國與OECD會員國及其夥伴國美好指數排名 18 圖3-1 研究架構 22 圖4-1 品質價值與手工皂風格對消費者偏好調節效果 65 圖4-2 品質價值與手工皂風格對消費者偏好調節效果 65 圖4-3 社會價值與手工皂風格對消費者偏好調節效果 69 圖4-4 社會價值與手工皂風格對消費者偏好調節效果 69 圖4-5 綠色信任與知覺價值對幸福感調節效果 75 |
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