淡江大學機構典藏:Item 987654321/51223
English  |  正體中文  |  简体中文  |  Items with full text/Total items : 64178/96951 (66%)
Visitors : 9385196      Online Users : 243
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library & TKU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
    •  Adv. Search
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version


    Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/51223


    Title: 影響環保產品購買因素之研究 : 以無患子為例
    Other Titles: Factors affecting purchasing green products : a case study of Sapindus
    Authors: 潘悟和;Pan, Wu-ho
    Contributors: 淡江大學全球華商經營管理數位學習碩士在職專班
    黃曼琴;Huang, Man-chin
    Keywords: 產品知識;行銷推廣活動;產品涉入;環境渉入;購買意願;口碑宣傳;Product Knowledge;Marketing Activities;Product Involvement;environmental involved;Purchase Intention;public praise
    Date: 2010
    Issue Date: 2010-09-23 14:49:35 (UTC+8)
    Abstract: 縱使人們已注意到環境生態的破壞，但消費者對環保產品的實際購買行為卻仍有限。回顧過去對環保產品的相關研究發現，學者多以產品渉入與產品知識來衡量消費者對環保產品的購買狀況，但在現實生活中，環境渉入與環保產品知識對消費者的實際購買行為影響的研究不多見。
    過去文獻發現，環境渉入能有效降低消費者對產品的價格知覺；而高購買決策涉入又會促使消費者傾向偏好某種產品特性進而降低對價格的敏感度。因此，本研究以Zaichkowsky（1986）的涉入概念圖為基礎，除了環境渉入外，並納入個人產品涉入，以環保清潔用品為研究對象，探討影響環保產品購買意願的因素。

    本研究結果如下：
    個人的產品知識會影響購買環保產品的購買意願與口碑宣傳、行銷推廣、產品涉入與環境渉入亦會影響個人對環保產品的購買行為與口碑宣傳。
    Although it has been noted that environmental and ecological damage, but the consumer purchasing behavior of green products is still limited. Recalling the past, green products related study found that the scholars assess into the situation on the consumer purchase of environmentally friendly products by products involved and product knowledge, but in real life, the research of products involved and product knowledge on purchase behavior influence via environmentally friendly product are rare
    Product knowledge may affect the individual purchase of environmentally friendly products, purchase intentions and public praise, marketing, promotion, product involvement and environmental involved will also affect the individual into the purchase of green products and public praise.
    Appears in Collections:[E-Learning Executive Master's Program of Business Administration (EMBA) in Global Chinese Management] Thesis

    Files in This Item:

    File SizeFormat
    index.html0KbHTML450View/Open

    All items in 機構典藏 are protected by copyright, with all rights reserved.

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library & TKU Library IR teams. Copyright ©   - Feedback