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標題: The Purchasing Intention for Environmental Friendly Cosmetics - Application of Consumers' Environmental Commitments, Perceived Benefits, Personal Norms, and Lifestyles
環保化妝品購買意願分析- 環保承諾、認知利益、個人規範、以及生活型態之應用
作者: Lee, Shin-Yi
出版社: 行銷學系所
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摘要: 本研究主要目的在於探討消費者的環保承諾、認知利益、以及個人規範對於環保產品購買意願之影響。過去很多研究都著重在環保產品功能上的利益,較少研究探討環保產品所帶給消費者情緒上的利益。本研究將著重在消費者認知利益層面的社會利益、情緒利益、以及品質利益對於環保產品購買意願之影響。另外,承諾與個人規範曾被使用於探討消費者的行為,但較少研究使用承諾以及個人規範探討環保產品之購買意願。本研究並使用生活型態為干擾變數,探討消費者的環保承諾、認知利益、以及個人規範對環保產購買意願的影響是否會因生活型態的不同而產生差異,以達到市場區隔之效果。 本研究所選擇使用的產品為市場廣大的化妝品產業中具有環保訴求之化妝品。研究問卷在大台北地區發放,共有315份有效問卷,使用因素分析、信、效度分析、集群分析、卡方檢定、獨立樣本t檢定、以及多元迴歸分析檢定本研究假設。 本研究多元迴歸分析結果中發現到,環保承諾對於環保化妝品之購買意願並無顯著影響。而認知利益(社會、情緒、以及品質)以及個人規範對環保化妝品具有顯著的正向影響。另外根據多元迴歸分析交互作用結果顯示,生活型態對環保承諾、情緒利益、品質利益、以及個人規範對購買意願並無顯著干擾效果。但是生活型態對於社會利益對購買意願間有顯著的干擾效果。
其他識別: U0005-0707200912341100
Appears in Collections:行銷學系所



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