綠色環保洗髮精購買關鍵前因之探討

淡江大學機構典藏 > 商管學院 > 國際企業學系暨研究所 > 學位論文 > Item 987654321/102020

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题名:	綠色環保洗髮精購買關鍵前因之探討
其它题名:	A study of the key factors influencing the buying intention of green shampoo
作者:	鐘昱雰;Chung, Yu-Fen
贡献者:	淡江大學國際企業學系碩士班張俊惠;Chang, Chun-Hui
关键词:	綠色環保洗髮精;計劃行為理論;環保知識;環保經驗;Green Shampoo;Theory of planned behavior;environmental knowledge;Environmental Experience
日期:	2014
上传时间:	2015-05-04 09:45:27 (UTC+8)
摘要:	洗髮精是人們日常生活中不可或缺的必需品，隨著樂活(Lohas)風潮的興起，綠色消費逐漸變成市場主流，各種主打天然、環保的知名洗髮精品牌也積極投入此一綠色環保洗髮精市場中，以追求這塊大餅。而在逐漸蓬勃發展的綠色環保洗髮精市場中，廠商如何能佔有一席之地，針對影響綠色環保洗髮精之購買意圖形成之關鍵前因進行探討就顯得益發重要。　　本研究將應用計畫行為理論探討消費者對綠色環保洗髮精的態度、主觀規範、及知覺行為控制等是否會影響其對綠色環保洗髮精之購買意圖，並加入環保知識及環保經驗兩個因素，以進一步探討其對消費者購買綠色環保洗髮精有關之影響。本研究對研究對象進行人員紙本發放及網路問卷的施測。並使用SPSS18.0版以及LISREL8.7版作為資料分析工具。　　經由線性結構方程模式驗證研究假說，得知以下結論： 1. 台灣消費者對綠色環保洗髮精的態度、主觀規範、及知覺行為控制確實會影響其對綠色環保洗髮精購買意圖之發生。 2. 環保知識確實會影響消費者對綠色環保洗髮精的態度及其購買綠色環保洗髮精所知覺之行為控制。 3. 環保經驗確實會影響消費者對綠色環保洗髮精的態度、及其在購買綠色環保洗髮精所知覺之行為控制以及購買意圖的發生。　　Shampoos are a necessity of daily life. With the rising of “Lohas”, green consumption has gradually become the mainstream in the market. Major shampoo companies have developed organic, green, eco-friendly shampoos to grasp the market. The purpose of this study is to understand the precedents of consumers’ buying intention of green shampoos in order to provide insights to shampoo companies seeking to become leaders in the green shampoo market. 　　Grounded in the Theory of Planned Behavior (TPB), this study investigates the influence of attitude, subjective norm, and perceived behavioral control on customers’ green shampoo buying intentions. This study expanded the TPB model by including “environmental knowledge” and “environmental experiences of using green products.” 　　Data were collected from pen-and-pencil and online surveys. Structural Equation Modeling (SEM) was utilized for data analysis. SPSS 18.0 and LISREL 8.7 were employed as the data analysis software. 　　The major findings were summarized as follows: 1. Attitude, subjective norm, and perceived behavioral control had an impact on customers’ green shampoo buying intentions. 2. Environmental knowledge had an impact on attitude and perceived behavioral control. 3. Environmental experiences of green products had an impact on customers’ attitude, perceived behavioral control, and green shampoo purchase intention.
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