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    Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/114136

    Title: 以AIDA模式探討消費者對綠色美妝保養品購買意願之研究
    Other Titles: A study of consumer purchase intention toward green cosmetics : a perspective of AIDA model
    Authors: 連乃萱;Lien, Nai-Hsuan
    Contributors: 淡江大學國際企業學系碩士班
    Keywords: 綠色美妝保養品;AIDA模式;購買意願;Green cosmetics;AIDA Model;Purchase Intention
    Date: 2017
    Issue Date: 2018-08-03 14:42:49 (UTC+8)
    Abstract: 隨著民眾的生活水準提升與對自己外在觀感的逐漸重視,美妝保養品由過去的奢侈品轉變為現在大部分民眾生活中的必需品,加上近幾年來消費者環保意識的提升,對於環境永續議題逐漸重視,促使各個產業爭相發展綠色相關產品,綠色美妝保養品也在此趨勢下開始發展。據此,本研究將針對台灣消費者對綠色美妝保養品之相關消費者行為進行探究。
    With the improvement of people''s living standards and the gradual attention of their visual perception, cosmetics become necessities from luxury goods for most people.
    Nowadays, with the improvement of consumer awareness of environmental protection and sustainability. Various industries have developed green products. And green cosmetics have been developed at the same time.Therefore, this study will investigate consumers’ behavior of green cosmetics in Taiwan market.
    The purpose of this study is to investigate consumers’ purchase intention toward green cosmetics whether would follow the traditional AIDA model or not and the influences of attention, interest and desire toward purchase intention.
    This study used SPSS22.0 and LISREL 8.7 as the data analysis software. There are two findings from the study:
    (1) Consumer''s purchase intention toward green cosmetics will follow the traditional AIDA model.
    (2) Consumers’ desire toward the green cosmetics market in Taiwan has mediation effect,
    while Attention and Interest have no direct influence on the purchase intention.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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