系統識別號 | U0002-2806201701531100 |
---|---|
DOI | 10.6846/TKU.2017.00994 |
論文名稱(中文) | 綠色消費行為-以負面資訊為調節因子 |
論文名稱(英文) | Green Consumption Behavior-The Moderating Effects of Negative Messages |
第三語言論文名稱 | |
校院名稱 | 淡江大學 |
系所名稱(中文) | 會計學系碩士班 |
系所名稱(英文) | Department of Accounting |
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) | 康博閔 |
研究生(英文) | Po-Min Kang |
學號 | 604600816 |
學位類別 | 碩士 |
語言別 | 繁體中文 |
第二語言別 | |
口試日期 | 2017-06-09 |
論文頁數 | 68頁 |
口試委員 |
指導教授
-
謝宜樺(hua@mail.tku.edu.tw)
委員 - 汪美伶 委員 - 吳幸蓁 |
關鍵字(中) |
綠色消費 有機標章 信任 知覺風險 負面資訊 |
關鍵字(英) |
green consumption organic food label trust perceived risk negative messages |
第三語言關鍵字 | |
學科別分類 | |
中文摘要 |
隨著消費者對於環保議題的關注及健康意識提高,逐漸開始注重飲食的健康,有機標章提供消費者可靠且正面的信號,但近來食安風波下,許多大廠牌及合格標章有負面資訊不斷的傳出,使得消費者對商品的正面訊息有所疑慮,此情形是否會影響消費者對有機食品的信任及購買意願,因此本研究欲探討(1)消費者對有機食品標章的信任與購買有機食品之意願的關係。(2)在消費者對有機食品標章的信任與購買有機食品之意願關係中,食安的負面資訊是否具有干擾效果。(3)消費者對有機食品標章的信任與購買有機食品之意願的關係中,知覺風險是否具有中介效果。本研究回收有效樣本數330份,研究發現:(1)消費者對有機食品標章的信任與購買有機食品之意願,具有正向關係(2)消費者對有機食品標章的信任與購買有機食品之意願關係中,食安的負面資訊具有干擾效果。(3)消費者對有機食品標章的信任與購買有機食品之意願的關係中,知覺風險具有中介效果。 |
英文摘要 |
With the consumers concern about the environmental issues and health awareness, they gradually began to focus on the healthy eating and organic label to provide consumers with reliable and positive signals. But many popular brands and qualified label have negative messages is constantly coming out in the crisis of food safety, so that consumers have a doubt of positive message on the merchandise. Whether this situation will affect the consumer trust and purchase intention in organic food, so this study to explore: (1)The relationship between trust of organic food label and the purchase intention of organic food for consumers. (2) whether the negative messages of food safety had a moderating effect in the relationship between trust of organic food label and the purchase intention of organic food for consumers. (3) whether the perceived risk of the consumer had a mediating effect in the relationship between the trust of the organic food label and the purchase intention of organic food for consumers. In this study, the number of valid samples was 330, and the study found that: (1)The relationship between trust of organic food label and the purchase intention of organic food for consumers is positive. (2) The negative messages of food safety had a moderating effect in the relationship between trust of organic food label and the purchase intention of organic food for consumers.(3) The perceived risk of the consumer has a mediating effect in the relationship between the trust of the organic food label and the purchase intention of organic food for consumers. |
第三語言摘要 | |
論文目次 |
目錄 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 3 第三節 研究流程 3 第二章文獻探討 4 第一節 有機食品 4 第二節 消費行為理論 8 第三節 購買意願 15 第四節 信任 16 第五節 負面資訊 19 第六節 知覺風險 20 第三章 研究方法 23 第一節 研究架構及假說 23 第二節 研究變數構面與衡量 24 第三節 研究對象及問卷設計 28 第四節 資料分析方法 28 第四章 研究分析 31 第一節 敘述性統計分析 31 第二節 信度與效度 33 第三節 T檢定與變異數分析 39 第四節 迴歸分析 44 第五章 研究結論與限制 49 第一節 研究結論與管理意涵 49 第二節 研究限制與建議 51 參考文獻 52 附錄綠色消費問卷 65 圖目錄 圖1-1研究流程 3 圖2-1有機食品驗證機構 6 圖2-2 Howard-Sheth模式完整架構 10 圖2-3 CDP模式的完整架構 15 圖3-1研究架構圖 23 圖4-4-1負面資訊干擾效果圖形表示 46 表目錄 表3-2-1信任衡量構面與題項24 表3-2-2購買意願衡量題項25 表3-2-3負面資訊衡量題項27 表3-2-4知覺風險衡量構面與題項27 表4-1樣本結構分析32 表4-2-1信任構面之信度與效度34 表4-2-2購買意願構面之信度與效度36 表4-2-3負面資訊構面之信度與效度37 表4-2-4知覺風險構面之信度與效度38 表4-3-1性別差異分析39 表4-3-2婚姻狀態差異分析40 表4-3-3飲食習慣差異分析40 表4-3-4年齡差異分析41 表4-3-5教育程度差異分析42 表4-3-6職業差異分析43 表4-3-7收入差異分析44 表4-4-1有機食品標章的信任對購買意願的迴歸分析45 表4-4-2負面資訊干擾效果迴歸分析46 表4-4-3知覺風險中介效果迴歸分析48 |
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