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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/87317

    Title: 綠色價值對有機商品購買行為影響之研究
    Other Titles: The impact of green value on organic products buying behavior
    Authors: 王宣惠;Wang, Shiuan-Huei
    Contributors: 淡江大學國際商學碩士在職專班
    張俊惠;Chang, Chun-Hui
    Keywords: 有機商品;知覺價值;態度;購買意圖;organic goods;perceived value;Attitude;purchase invention
    Date: 2012
    Issue Date: 2013-04-13 10:57:15 (UTC+8)
    Abstract: 人類過度開發地球,造成資源耗竭及氣候變遷的現象愈加嚴重,關心環境議題及健康生活的消費者,改變原有的消費形式,台灣有機商品的需求增加,推動有機商店的展店速度,竸爭激烈的有機市場,廠商要如何擬定行銷策略以獲得消費者長期的購買意圖,進而達到高的市占率。本研究目的在於探討綠色價值對態度之關連性,以及綠色價值是否對消費者購買意圖有正向影響。本研究以大台北地區有機商品的使用者及潛在使用者為研究對象,對研究對象進行人員紙本發放及網路問卷的施測。並使用SPSS12.0版以及LISREL8.7版作為資料分析工具。
    After exhausting the Earth''s supply of natural resources and severe global warming, human being is concerned about environment and health. People translate into new consumer behavior instead of old one. In Taiwan, the demand of organic products increases more and more, organic shops are exploded in the last few years. How do enterprises reach high market share on fiercely competitive market? The purpose of the study is that green value has relation with consumer attitude and green value to purchase intention has positive effect. The research aims to investigate users and potential consumers.
    The research applied SPSS and LISREL to assess if the six dimensions in the theory of perceived value could affect consumer attitude and purchase invention. There are there findings from the research:
    (1)Perceived value including utilitarian value, hedonic value and symbolic value has an impact on consumer attitude and purchase invention buying organic products.
    (2)Consumer attitude intervenes the effect on purchase invention.
    (3)Perceived sacrifice has an impact on purchase invention.
    Therefore, based on the research findings, the study proposes enterprises should enhance practicality of organic products, green knowledge in the public and purchasing channels. It allows general consumers to buy or to get the products more conveniently.
    Several suggestions have been recommended to provide the organic industry as a business development direction and marketing method and to be used for the follow-up researchers.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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