南華大學機構典藏系統:Item 987654321/8049
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    Please use this identifier to cite or link to this item: http://nhuir.nhu.edu.tw/handle/987654321/8049


    Title: 產品綠色屬性與綠色形象對消費者購買意願之研究─以油電混合車為例
    Other Titles: Effects of Product Green Attribute and Green Image on Consumers' Purchase Intention-Taking the Hybrid Vehicles as an Example
    Authors: 于健;陳姿璇
    Chien Yu;Zi-shiuan Chen
    Contributors: 南華大學環境管理研究所
    Graduate Institute of Environmenta Management, Nanhua University
    Keywords: 產品綠色屬性;綠色形象;結構方程模式
    Product green attribute;Green image;Structural Equation Modeling
    Date: 2011-12-01
    Issue Date: 2011-09-05 10:32:19 (UTC+8)
    Publisher: 南華大學環境管理研究所
    Abstract: 本研究旨在探討消費者對油電混合車其產品綠色屬性與所能彰顯出消費者本身環保意識的綠色形象對其購買意願之影響程度進行相關探討分析，並以知覺價值為中介變項。經由文獻探討建立理論架構，針對台灣中部具有購車消費能力之「有車民眾」為研究對象，採問卷調查方式，進而以結構方程模式進行驗證性因素分析，藉此衡量本研究模式之整體配適度與因果路徑分析。研究結果顯示，本研究模式中產品綠色屬性與綠色形象皆呈正向影響著知覺價值，且經由知覺價值的中介影響，皆能提升消費者的購買意願。此外，就兩者對購買意願的影響程度上，綠色形象較產品綠色屬性來的強。建議日後行銷者可透過以下兩種方式以提升消費者對綠色產品之購買意願：1.加強綠色產品之綠色形象，進而塑造消費者藉由使用綠色產品時所建立之文化與象徵價值。2.研發製造更環保之綠色產品，藉此提升消費者購買意願。
    The purpose of this project is to analyze the consumer behavior of purchasing Hybrid vehicles. It conducts a survey through questionnaire also an analysis for those who live in Central part of Taiwan.And are capable of buying new cars now or in future from Structural Equation Modeling of Hybrid vehicles' product green attribute, green image on consumer's purchase intention ,and taking perceived value as mediator.A theoretical Model is constructed through literature review to discuss the relations between Variables that influence customs porches of a Green product. Compared with those relative influences, green image has stronger impact to consumer's purchase intention. According to the result, there are two ways which can encourage consumers to repurchase the environmental protection products: 1. Strengthens the higher symbolic value of green image which can increase the repurchase intention, shape the use of green products by consumers, established the cultural and symbolic value.2. Develop more products which environmental protection to enhance the consumer purchase intention.
    Relation: 環境與管理研究
    12卷1期
    Appears in Collections:[The Journals of Nanhua University ] Journal of environment and management
    [Department of Tourism Management, The M.A. Program of Tourism Management and Leisure Environment Management] Journal of environment and management
    [Department of Tourism Management, The M.A. Program of Tourism Management and Leisure Environment Management] Periodical Articles

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