淡江大學覺生紀念圖書館 (TKU Library)
進階搜尋


下載電子全文限經由淡江IP使用) 
系統識別號 U0002-2606202022363100
中文論文名稱 綠色家電產品與消費者購買意願之探討
英文論文名稱 A Study on Consumer Purchase Intention toward Green Home Appliances
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 108
學期 2
出版年 109
研究生中文姓名 梁耿哲
研究生英文姓名 Billy Liong Gen Cher
學號 608556014
學位類別 碩士
語文別 中文
口試日期 2020-06-18
論文頁數 86頁
口試委員 指導教授-張勝雄
委員-劉一成
委員-張瀞文
中文關鍵字 綠色家電產品  集體主義  政治行動  道義論  態度  購買意願 
英文關鍵字 Green home appliances  collectivism  political action  moralist attitude  attitude  purchase intention 
學科別分類
中文摘要 隨著經濟不斷發展,資源的過度消耗等環境議題相繼產生,使消費者逐漸重視綠色消費。而過去研究主要探討環保產品的消費者行爲,較少綠色家電的消費行爲,而其中又以技術和應用層面的研究領域居多,消費端的研究則是明顯不足。本研究以台灣綠色家電產品的使用者與潛在使用者作為研究對象,透過網絡問卷共收集521份有效樣本。本研究是以先前之研究為理論基礎,結合文化(集體主義)、政治(政治行動)、道德(道義論)等變數,並運用統計軟體SPSS進行迴歸分析,探討消費者對綠色家電產品的購買意願。
從本研究結果可知,愈具有集體主義的消費者,對其本身的環境態度愈正向 ;愈具有政治活躍性的消費者,對其本身的環境態度愈正向;愈具有道義傾向的消費者,對其本身的態度愈正向;態度對購買意圖產生顯著的正向影響。整體而言,本研究貢獻有助於集體主義、政治行動、道義論等相關文獻的暸解。最後,本研究亦提出研究限制以及未來研究方向。
英文摘要 Owing to the emergence of the global economy, environmental issues such as the excessive consumption of resources have received increased attention to the commu-nity and society, especially in recent years. The environmental awareness and living standards have prompted the consumers toward green consumption. Thus far, re-searchers mainly focused on the consumers’ behavior on environmentally friendly products and there is relatively less research on the consumer’s behavior of green home appliances.Concretely, most research works concern the technology and the ap-plications, while the investigation on the consumer perspective is lacking. In this study, the goal is to analyze the behavior of the consumers and potential consumers of green household electrical appliances in Taiwan. Concisely, a total of 521 valid samples were collected through the online questionnaire. Referring the past research, the variables involved are the culture (collectivism), politics (political action), morality (moral doc-trine), etc. Then, the SPSS statistical software is utilized to perform the regression analysis in order to evaluate the purchase intention toward the green home appliances.
Experiment results demonstrate that the more the collectivist consumers, the stronger the consumers’ attitude in concerning the environment. Besides, the politi-cally active consumers usually more concern in their environment. Moreover, environ-mental ethics seeks to prescribe an ethical rationale to environmentalism. It is worth highlighting that the attitude of the consumers has a significant positive impact on purchase intentions. Overall, this study provides a great insight into the consumer purchase intention toward green home appliances in the aspects of collectivism, polit-ical action, and morality. Last but not least, this study also points out several research limitations and some future research directions.
論文目次 目錄
誌謝I
中文摘要II
英文摘要III
目錄V
圖目錄VII
表目錄VIII
第一章 緒論1
第一節 研究背景1
第二節 研究動機3
第三節 研究目的5
第四節 研究範圍6
第五節 研究流程7
第二章 文獻探討8
第一節 環保家電的演進歷程介紹8
第二節 集體主義13
第三節 政治行動14
第四節 道義論15
第五節 綠色消費者態度16
第六節 消費者購買意願17
第七節 消費者行爲18




第三章 研究方法20
第一節 研究架構20
第二節 研究假設22
第三節 操作型定義與問項衡量27
第四節 抽樣方法與問卷設計35
第四章 研究結果分析36
第一節 敍述性統計36
第二節 消費者對綠色環保家電的認知與評價42
第三節 因素分析46
第四節 信度與效度分析50
第五節 相關分析52
第六節 迴歸分析54
第五章 研究結論與建議58
第一節 研究結論58
第二節 研究貢獻與管理意涵60
第三節 研究限制62
第四節 研究建議63
參考文獻64
附錄一 正式問卷79






圖目錄
圖 1 1 研究流程圖 7
圖 3 1 本研究之觀念架構 21
圖 4 1 整體有效樣本之性別分佈情形 36
圖 4 2 整體有效樣本之年齡分布情形 37
圖 4 3 整體有效樣本之教育程度分佈情形 38
圖 4 4 整體有效樣本之婚姻狀況分佈情形 39
圖 4 5整體有效樣本之職業分佈情形 40
圖4 6整體有效樣本之平均月收入分佈情形 41
圖 4 7受訪者對於是否知道綠色環保家電之分佈情形 42
圖4 8受訪者對於是否使用過綠色環保家電之分佈情形 43
圖 4 9用戶經常使用哪些綠色家電產品之分佈情形(複選) 44
圖4 10用戶最近半年最常使用哪些綠色家電產品之分佈情形(複選) 45




表目錄

表-2-1各國的綠色環保標章制度11
表-3-1集體主義問項衡量27
表-3-2政治行動問項衡量28
表-3-3道義論問項衡量29
表-3-4態度問項衡量30
表-3-5購買意願問項衡量31
表-3-6人口統計變數問項衡量33
表-4-1KMO係數衡量標準46
表-4-2KMO與BARLETT檢定結果47
表-4-3第二次因素分析結果48
表-4-4可信度與CRONBACH A 係數之對照表50
表-4-5本研究信度分析表51
表-4-6相關分析結果52
表-4-7線性回歸分析結果55
表-4-8線性回歸分析結果56
表-4-9研究假設與實證結果57
參考文獻 1.Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behaviour.
2.Al-Swidi, A., Mohammed Rafiul Huque, S., Haroon Hafeez, M., & Noor Mohd Shariff, M. (2014). The role of subjective norms in theory of planned behavior in the context of organic food consumption. British Food Journal, 116(10), 1561-1580.
3.Albino, V., Balice, A., & Dangelico, R. M. (2009). Environmental strategies and green product development: an overview on sustainability‐driven companies. Business strategy and the environment, 18(2), 83-96.
4.Balderjahn, I. (1988). Personality variables and environmental attitudes as predictors of ecologically responsible consumption patterns. Journal of Business Research, 17(1), 51-56.
5.Banerjee, B., & McKeage, K. (1994). How green is my value: exploring the relationship between environmentalism and materialism. Journal ACR North American Advances
6.Bartlett, M. S. (1951). A further note on tests of significance in factor analysis. British Journal of Statistical Psychology, 4(1), 1-2.
7.Baumann, H., Boons, F., & Bragd, A. (2002). Mapping the green product development field: engineering, policy and business perspectives. Journal of Cleaner Production,10(5), 409-425.
8.Blome, C., Hollos, D., & Paulraj, A. (2014). Green procurement and green supplier development: antecedents and effects on supplier performance. International Journal of Production Research, 52(1), 32-49.
9.Bohlen, G., Schlegelmilch, B. B., & Diamantopoulos, A. (1993). Measuring ecological concern: A multi‐construct perspective. Journal of Marketing Management, 9(4), 415-430.
10.Borin, N., Cerf, D. C., & Krishnan, R. (2011). Consumer effects of environmental impact in product labeling. Journal of Consumer Marketing,28(1), 76-86.
11.Braithwaite, V. (1997). Harmony and security value orientations in political evaluation. Personality and Social Psychology Bulletin, 23(4), 401-414.
12.Breckler, S. J. (1984). Empirical validation of affect,behavior, and cognition as distinct components of attitude. Journal of Personality,Social Psychology,47(6), 1191.
13.Bredahl, L. (2001). Determinants of consumer attitudes and purchase intentions with regard to genetically modified food–results of a cross-national survey. Journal of Consumer Policy, 24(1), 23-61.
14.Carson, R., & Darling, L. (1962). Silent spring. Boston; Cambridge, Mass.: Houghton Mifflin ; Riverside Press.
15.Chan, R. Y., Wong, Y., & Leung, T. K. (2008a). Applying ethical concepts to the study of “green” consumer behavior: An analysis of Chinese consumers’ intentions to bring their own shopping bags. Journal of Business Ethics,79(4), 469.
16.Chan, R. Y., Wong, Y., & Leung, T. K. (2008b). Applying ethical concepts to the study of “green” consumer behavior: An analysis of Chinese consumers’ intentions to bring their own shopping bags. Journal of Business Ethics, 79(4), 469.
17.Chen, M.-F. (2009). Attitude toward organic foods among Taiwanese as related to health consciousness, environmental attitudes, and the mediating effects of a healthy lifestyle. British Food Journal, 111(2), 165-178.
18.Chen, M.-F., Pan, C.-T., & Pan, M.-C. (2009). The joint moderating impact of moral intensity and moral judgment on consumer’s use intention of pirated software. Journal of Business Ethics, 90(3), 361.
19.Chen, Y.-S. (2008a). The driver of green innovation and green image–green core competence. Journal of Business Ethics, 81(3), 531-543.
20.Chen, Y.-S. (2008b). The driver of green innovation and green image–green core competence. Journal of Business Ethics, 81(3), 531-543.
21.Chitra, K. (2007). In search of the green consumers: A perceptual study. Journal of Services Research, 7(1).
22.Cho, Y.-N., Thyroff, A., Rapert, M. I., Park, S.-Y., & Lee, H. J. (2013). To be or not to be green: Exploring individualism and collectivism as antecedents of environmental behavior. Journal of Business Research, 66(8), 1052-1059.
23.Cleveland, M., Kalamas, M., & Laroche, M. (2005). Shades of green: linking environmental locus of control and pro-environmental behaviors. Journal of Consumer Marketing,22(4), 198-212.
24.Connolly, J., & Prothero, A. (2008). Green consumption: Life-politics, risk and contradictions. Journal of Consumer Culture, 8(1), 117-145.
25.Cornelissen, G., Pandelaere, M., Warlop, L., & Dewitte, S. (2008). Positive cueing: Promoting sustainable consumer behavior by cueing common environmental behaviors as environmental. International Journal of Research in Marketing, 25(1), 46-55.
26.Corning, A. F., & Myers, D. J. (2002). Individual orientation toward engagement in social action. Political Psychology, 23(4), 703-729.
27.Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. psychometrika, 16(3), 297-334.
28.DeWall, C. N., & Baumeister, R. F. (2006). Alone but feeling no pain: Effects of social exclusion on physical pain tolerance and pain threshold, affective forecasting, and interpersonal empathy. Journal of Personality and Social Psychology, 91(1), 1.
29.Diamantopoulos, A., Schlegelmilch, B. B., Sinkovics, R. R., & Bohlen, G. M. (2003). Can socio-demographics still play a role in profiling green consumers? A review of the evidence and an empirical investigation. Journal of Business Research, 56(6), 465-480.
30.Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 28(3), 307-319.
31.Dunlap, R. E., & Mertig, A. G. (2014). American environmentalism: The US Environmental Movement, 1970-1990: Taylor & Francis.
32.Engel, J., Blackwell, R., & Kollat, D. (1995). Life styles and consumption Behavior. Journal of Comsumer Research,6, 4.
33.Fandos, C., & Flavian, C. (2006). Intrinsic and extrinsic quality attributes, loyalty and buying intention: an analysis for a PDO product. British Food Journal, 108(8), 646-662.
34.Figge, F. a. H., Tobias. (2012). Is green and profitable sustainable? Assessing the trade-off between economic and environmental aspects. Journal international Journal of Production Economics,140(1), 92-102.
35.Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research.
36.Follows, S. B., & Jobber, D. (2000). Environmentally responsible purchase behaviour: a test of a consumer model. European Journal of Marketing,34(5/6), 723-746.
37.Fransson, N., & Gärling, T. (1999). Environmental concern: Conceptual definitions, measurement methods, and research findings. Journal of Environmental Psychology, 19(4), 369-382.
38.García-Rosell, J.-C., & Moisander, J. (2007). Ethical dimensions of sustainable marketing: A consumer policy perspective. ACR European Advances.
39.Gaus, G. F. (2001). What is deontology? Part one: orthodox views. Journal of Value Inquiry, 35(1), 27.
40.George, D., & Mallery, M. (2003). Using SPSS for Windows step by step: a simple guide and reference.
41.Granzin, K. L., & Olsen, J. E. (1991). Characterizing participants in activities protecting the environment: A focus on donating, recycling, and conservation behaviors. Journal of Public Policy Marketing,10(2), 1-27.
42.Grewal, D., Monroe, K. B., & Krishnan, R. (1998). The effects of price-comparison advertising on buyers’ perceptions of acquisition value, transaction value, and behavioral intentions. Journal of Marketing, 62(2), 46-59.
43.Gwinner, K., & Swanson, S. R. (2003). A model of fan identification: Antecedents and sponsorship outcomes. Journal of Services Marketing, 17(3), 275-294.
44.Haake, J., & Jolivet, P. (2001). Some reflections on the link between production and consumption for sustainable development. International Journal of Sustainable Development, 4(1), 22-32.
45.Hampel, B., Holdsworth, R., & Boldero, J. (1996). The impact of parental work experience and education on environmental knowledge, concern and behaviour among adolescents. Environmental Education Research, 2(3), 287-300.
46.Hartmann, P., & Apaolaza-Ibáñez, V. (2012). Consumer attitude and purchase intention toward green energy brands: The roles of psychological benefits and environmental concern. Journal of Business Research, 65(9), 1254-1263.
47.Hines, J. M., Hungerford, H. R., & Tomera, A. N. (1987). Analysis and synthesis of research on responsible environmental behavior: A meta-analysis. Journal of Environmental Education, 18(2), 1-8.
48.Hofstede, G. (1984). Culture's consequences: International differences in work-related values (Vol. 5): sage.
49.Hui, C. H., & Triandis, H. C. (1989). Effects of culture and response format on extreme response style. Journal of Cross-Cultural Psychology, 20(3), 296-309.
50.Hungerford, H. R., & Volk, T. L. (1990). Changing learner behavior through environmental education. The Journal of Environmental Education, 21(3), 8-21.
51.Kaiser, H. F. (1974). An index of factorial simplicity. Psychometrika, 39(1), 31-36.
52.Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
53.Kilbourne, W., & Pickett, G. (2008). How materialism affects environmental beliefs, concern, and environmentally responsible behavior. Journal of Business Research, 61(9), 885-893.
54.Kim, H.-S., & Damhorst, M. L. (1998). Environmental concern and apparel consumption. Clothing and Textiles Research Journal, 16(3), 126-133.
55.Kim, Y., & Choi, S. M. J. A. N. A. A. (2005). Antecedents of green purchase behavior: An examination of collectivism, environmental concern, and PCE. Journal ACR North American Advances.
56.Kotler, P., & Keller, K. (2003). Marketing Management New Jersey: Prentica Hall. Journal International Eleventh Edition Lassar, Walfried
57.Laroche, M., Bergeron, J., & Barbaro-Forleo, G. (2001). Targeting consumers who are willing to pay more for environmentally friendly products. Journal of Consumer Marketing,18(6), 503-520.
58.Lee, K. (2009). Gender differences in Hong Kong adolescent consumers' green purchasing behavior. Journal of Consumer Marketing, 26(2), 87-96.
59.Lee, M. D. P. (2008). A review of the theories of corporate social responsibility: Its evolutionary path and the road ahead. International Journal of Management Reviews, 10(1), 53-73.
60.Leire, C., & Thidell, Å. (2005). Product-related environmental information to guide consumer purchases–a review and analysis of research on perceptions, understanding and use among Nordic consumers. Journal of Cleaner Production, 13(10-11), 1061-1070.
61.Leonidou, L. C., Leonidou, C. N., & Kvasova, O. (2010). Antecedents and outcomes of consumer environmentally friendly attitudes and behaviour. Journal of Marketing Management, 26(13-14), 1319-1344.
62.Ling-Yee, L. (1997). Effect of collectivist orientation and ecological attitude on actual environmental commitment: The moderating role of consumer demographics and product involvement. Journal of International Consumer Marketing, 9(4), 31-53.
63.Mainieri, T., Barnett, E. G., Valdero, T. R., Unipan, J. B., & Oskamp, S. (1997a). Green buying: The influence of environmental concern on consumer behavior. The Journal of Social Psychology, 137(2), 189-204.
64.Mainieri, T., Barnett, E. G., Valdero, T. R., Unipan, J. B., & Oskamp, S. (1997b). Green buying: The influence of environmental concern on consumer behavior. The Journal of Social Psychology, 137(2), 189-204.
65.McCarty, J. A., & Shrum, L. (1994). The recycling of solid wastes: Personal values, value orientations, and attitudes about recycling as antecedents of recycling behavior. Journal of Business Research, 30(1), 53-62.
66.McCarty, J. A., & Shrum, L. (2001). The influence of individualism, collectivism, and locus of control on environmental beliefs and behavior. Journal of Public Policy Marketing, 20(1), 93-104.
67.Mitchell, A. A., & Olson, J. C. (1981). Are product attribute beliefs the only mediator of advertising effects on brand attitude? Journal of Marketing Research, 18(3), 318-332.
68.Mittal, B. (1990). The relative roles of brand beliefs and attitude toward the ad as mediators of brand attitude: A second look. Journal of Marketing Research, 27(2), 209-219.
69.Morwitz, V. G., & Schmittlein, D. (1992). Using segmentation to improve sales forecasts based on purchase intent: Which “intenders” actually buy? Journal of Marketing Research, 29(4), 391-405.
70.Mostafa, M. M. (2007). Gender differences in Egyptian consumers’ green purchase behaviour: the effects of environmental knowledge, concern and attitude. International Journal of Consumer Studies, 31(3), 220-229.
71.Niero, M., Olsen, S. I., & Laurent, A. (2018). Renewable Energy and Carbon Management in the Cradle‐to‐Cradle Certification: Limitations and Opportunities. Journal of Industrial Ecology, 22(4), 760-772.
72.Ottman, J., & Books, N. B. (1998). Green marketing: opportunity for innovation. The Journal of Sustainable Product Design, 60.
73.Owen, A. L., & Videras, J. (2006). Civic cooperation, pro-environment attitudes, and behavioral intentions. Ecological Economics, 58(4), 814-829.
74.Oyserman, D., Coon, H. M., & Kemmelmeier, M. (2002). Rethinking individualism and collectivism: evaluation of theoretical assumptions and meta-analyses. Psychological bulletin, 128(1), 3.
75.Oyserman, D., Coon, H. M., & Kemmelmeier, M. (2002). Rethinking individualism and collectivism: evaluation of theoretical assumptions and meta-analyses. Journal Psychological Bulletin, 128(1), 3.
76.Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3), 101-134.
77.Peattie, K. (2010). Green consumption: behavior and norms. Journal Annual Review of Environment Resources, 35, 195-228.
78.Pickett-Baker, J., & Ozaki, R. (2008). Pro-environmental products: marketing influence on consumer purchase decision. Journal of Consumer Marketing. 25(5), 281-293.
79.Pickett-Baker, J., & Ozaki, R. (2008). Pro-environmental products: marketing influence on consumer purchase decision. Journal of Consumer Marketing, 25(5), 281-293.
80.Polonsky, & Jay, M. (1994). An introduction to green marketing. Journal Electronic Green,1(2).
81.Potter, G. (2009). Environmental education for the 21st century: Where do we go now? The Journal of Environmental Education, 41(1), 22-33.
82.Prothero, A. (1990). Green consumerism and the societal marketing concept: marketing strategies for the 1990's. Journal of Marketing Management, 6(2), 87-103.
83. Rashid, N. (2009). Awareness of eco-label in Malaysia’s green marketing initiative. International Journal of Business and Management, 4(8), 132-141.
84.Roberts, M. L., & Wortzel, L. H. (1979). New life-style determinants of women's food shopping behavior. Journal of Marketing,43(3), 28-39.
85.Rokka, J., & Moisander, J. (2009). Environmental dialogue in online communities: negotiating ecological citizenship among global travellers. International Journal of Consumer Studies, 33(2), 199-205.
86.Royne, M. B., Levy, M., & Martinez, J. (2011). The public health implications of consumers' environmental concern and their willingness to pay for an eco‐friendly product. Journal of Consumer Affairs, 45(2), 329-343.
87.Schwartz, S. H. (1994). Are there universal aspects in the structure and contents of human values? Journal of Social Issues, 50(4), 19-45.
88.Schwepker Jr, C. H., & Cornwell, T. B. (1991). An examination of ecologically concerned consumers and their intention to purchase ecologically packaged products. Journal of Public Policy Marketing,77-101.
89.Sewall, M. A. (1978). Market segmentation based on consumer ratings of proposed product designs. Journal of Marketing Research, 15(4), 557-564.
90.Sharma, S., Pablo, A. L., & Vredenburg, H. J. T. J. o. A. B. S. (1999).
Corporate environmental responsiveness strategies: the importance of issue interpretation and organizational context. The Journal of Applied Behavioral Science, 35(1), 87-108.
91.Silk, A. J., & Urban, G. L. (1978). Pre-test-market evaluation of new packaged goods: A model and measurement methodology. Journal of Marketing Research, 15(2), 171-191.
92.Sparks, J. R., & Merenski, J. P. (2000). Recognition-based measures of ethical sensitivity and reformulated cognitive moral development: An examination and evidence of nomological validity. Teaching Business Ethics, 4(4), 359-377.
93.Straughan, R. D., & Roberts, J. A. (1999). Environmental segmentation alternatives: a look at green consumer behavior in the new millennium. Journal of Consumer Marketing, 16(6), 558-575.
94.Tanner, T. (1998). Choosing the right subjects in significant life experiences research. Environmental Education Research, 4(4), 399-417.
95.Taylor, S., & Todd, P. A. (1995). Understanding information technology usage: A test of competing models. Information Systems esearch, 6(2), 144-176.
96.Triandis, H. C. (2001). Individualism‐collectivism and personality. Journal of Personality,69(6), 907-924.
97.Triandis, H. C., Bontempo, R., Betancourt, H., Bond, M., Leung, K., Brenes, A. Setiadi, B. J. A. j. o. P. (1986). The measurement of the etic aspects of individualism and collectivism across cultures. Australian Journal of Psychology, 38(3), 257-267.
98.Tsang, M. M., Ho, S.-C., & Liang, T.-P. (2004). Consumer attitudes toward mobile advertising: An empirical study. International Journal of Electronic Commerce, 8(3), 65-78.
99.Tsen, C.-H., Phang, G., Hasan, H., & Buncha, M. R. (2006). Going green: A study of consumers’ willingness to pay for green products in Kota Kinabalu. International Journal of Business Society, 7(2), 40-54.
100.Vlosky, R. P., Ozanne, L. K., & Fontenot, R. (1999). A conceptual model of US consumer willingness-to-pay for environmentally certified wood products. Journal of Consumer Marketing, 16(2), 122-140.
101.Wen-liang, L. (2004). Green Passage of Miniature Novels [J]. Journal of Zhuzhou Teachers College, 6.
102.Wenqin, W., & Yufeng, K. (2008). An Empirical Study of the Causal Relationship between Consumer Attitude and Green Consumer Behavior. International Journal of Lisrel, 1(1), 23-42.
103.Westley, F., & Vredenburg, H. (1991). Strategic bridging: The collaboration between environmentalists and business in the marketing of green products. The Journal of Applied Behavioral Science, 27(1), 65-90.
104.Wu, S.-I., & Chen, Y.-J. (2014). The impact of green marketing and perceived innovation on purchase intention for green products. International Journal of Marketing Studies, 6(5), 81.
105.Yeng, W. F., & Yazdanifard, R. (2015). Green marketing: A Study of Consumers Buying Behavior in Relation to Green Products. Global Journal of Management and Business Research.
106.Yoon, C., Cole, C. A., & Lee, M. P. (2009). Consumer decision making and aging: Current knowledge and future directions. Journal of Consumer Psychology, 19(1), 2-16.
107.Zeithaml, C. P., & Zeithaml, V. A. (1984). Environmental management: revising the marketing perspective. Journal of Marketing, 48(2), 46-53.
108.Zeithaml, V. A. (1988). Consumer perceptions of price,quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.
109.Zhang, Y., & Gelb, B. D. (1996). Matching advertising appeals to culture: The influence of products' use conditions. Journal of Advertising, 25(3), 29-46.
論文使用權限
  • 同意紙本無償授權給館內讀者為學術之目的重製使用,於2020-06-30公開。
  • 同意授權瀏覽/列印電子全文服務,於2020-06-30起公開。


  • 若您有任何疑問,請與我們聯絡!
    圖書館: 請來電 (02)2621-5656 轉 2486 或 來信