- 學位論文
探討影響綠色保養品購買意願與購買行動之因素
Factors Influencing Purchase Intention and Behavior towards Green Skincare Products
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摘要
隨著疫後台灣美妝市場逐漸復甦，且消費者對於永續的呼聲提高，促使企業紛紛將目光轉向綠色市場。過去關於綠色消費行為的研究主要聚焦在探討直接影響消費者購買意願的因素，較少能解釋為何消費者有綠色產品「購買意願」卻無「實際購買行動」。因此，本研究以具發展潛力之「綠色保養品」為例，欲探討影響購買意願和實際行動的關鍵因素。為了更深入理解消費者購買綠色保養品的行為，本研究從文獻回顧及質性訪談中歸納幾個影響因素，包含「支付綠色溢價意願」、「社會影響」、「綠色保養品知識」、「消費者感知效能」，並透過市場調查分析這些因素與綠色保養品購買意願與行動之關係。同時，研究中欲探討不同性別、年齡及綠色保養品購買經驗人口變數在各因素結構關係上是否存在差異，以洞悉不同族群對綠色保養品的反應與需求。 本研究採用網路發放問卷，共回收485份有效問卷，並使用SPSS 25.0和SmartPLS 4.0統計軟體進行統計分析，藉以驗證研究假說是否成立。根據研究結果顯示：(一)支付綠色溢價意願、社會影響、綠色保養品知識、消費者感知效能對綠色保養品購買意願皆有正向影響；但僅有綠色保養品知識對綠色保養品購買行動有正向影響；(二)綠色保養品購買意願對購買行動有正向影響；(三)消費者感知效能在綠色保養品知識與綠色保養品購買意願之關係具部分中介效果；(四) 40歲以上相較於40歲以下消費者更有可能將綠色保養品購買意願轉化成購買行動；無購買綠色保養品經驗者相較於有購買經驗者，更能透過消費者感知效能來增加其購買意願。最後，本研究依據研究結果提供相應的管理建議，旨在協助企業更好地因應綠色市場趨勢，制定更有效的行銷溝通策略。
並列摘要
As the post-pandemic beauty market gradually recovers and consumer demand for sustainability rises, businesses are increasingly turning their attention to the green market. Previous research on green consumer behavior has mainly focused on factors directly influencing consumers' purchase intentions, with less emphasis on explaining why consumers have the intention to purchase green products but lack actual purchasing behavior. Therefore, this study takes "green skincare products" as an example to investigate key factors that affect purchase intentions and actual actions. To gain deeper insights into consumer behavior towards purchasing green skincare products, this research synthesizes several influencing factors from literature review and qualitative interviews, including “Willingness to pay for green premium”, “Social influence”, “Green product knowledge” and “Perceived consumer effectiveness”. Through market survey analysis, this study examines the relationships between these factors and the purchase intention and behavior of green skincare products. Additionally, the study explores whether there are differences in the structural relationships among different genders, ages, and purchase experiences, aiming to understand the responses and demands of different groups for green skincare products. A total of 485 valid questionnaires were collected through online distribution, and the results indicate that: (1) Green product knowledge, perceived consumer effectiveness, social influence, and willingness to pay for green premium positively influence the purchase intention of green skincare products, but only green product knowledge has a positive impact on the purchase behavior; (2) Purchase intention of green skincare products positively influences purchase behavior; (3) Perceived consumer effectiveness partially mediates the relationship between green product knowledge and purchase intention of green skincare products; (4) Significant difference exists in the relationship between purchase intention and behavior of green skincare products among consumers aged above 40 and those below 40; Significant difference exists between consumers with and without experience in purchasing green skincare products regarding the relationship between perceived consumer effectiveness and purchase intention of green skincare products. Finally, based on the research findings, corresponding management recommendations are provided to assist businesses in better responding to the trends in the green market and formulating more effective marketing communication strategies.
參考文獻
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