本研究以購買油電混合車之消費者為例，探討綠色耐久性產品之消費者行為，透過以產品形象、產品知識、願付價格、知覺品質、價格接受度、知覺價值及購買意願等變數建構之綠色消費結構模式，並以有車民眾為研究對象，衡量本模式之整體配適度與構念間因果路徑。 研究結果顯示，產品形象、產品知識與願付價格等變項皆會影響消費者對綠色耐久財之購買意願，其中，產品形象與產品知識皆會透過知覺品質、價格接受度與知覺價值等中介變數間接影響，且以願付價格之影響力為最強。 This study probes the customer behavior of green durables. We take hybrid vehicles as an example, construct a structured model to discuss the relations between variables affect customers’ purchasing, such as product image, product knowledge, willingness to pay, perceived quality, price acceptability, perceived value and purchase intention. A survey is conducted through ordinary car owners to verify the validation of the model. We find the product image、product knowledge and willingness to pay will influence the purchasing intension of the customer directly, and product image, product knowledge have the same effects except they works indirectly, most of all, willingness to pay has the greatest influence on the customers’ purchasing intension among those variables. Generally speaking, the proposed structured model is proper to state the relations of customer behavior of green durables.
