- 學位論文
綠色美妝保養品購買行為之研究–行銷4P觀點
A Study of Consumer Behavior toward Green Cosmetics – Viewpoints of Marketing Strategies(4Ps)
摘要
經濟的發展，人們過度的開發造成地球資源耗竭及氣候變遷，正在使地球全面的暖化，暖化帶來許多天災，威脅著人類的生存，為了下一個世代有美好的生活環境，全球吹起一股綠色風潮，舉凡食衣住行育樂都與環保、愛護地球產生密切關係。台灣近年來對於質感生活的追尋及對於綠色環保的強調，也使得綠色美妝保養品因此而受到關注。據此，本研究將針對台灣消費者對綠色美妝保養品有關的消費行為進行探討。探討在台灣市場中，4P是否對綠色美妝保養品的態度有顯著的影響，及4P對綠色美妝保養品購買意願影響的過程中，態度是否扮演重要的中介角色。 透過結構方程模式分析以驗證本研究假說,得出以下結論: 一、 在台灣的綠色美妝保養品市場，4P中只有產品對態度有顯著影響力。消費者非常在意使用的產品是否是天然的、溫和的及不刺激的，此對態度有顯著的影響力。而4P中的通路、推廣、價格，對消費者的態度則不具有顯著的影響力。 二、 產品對購買意願的影響過程中，態度扮演重要的中介角色。根據本研究結果顯示，如果消費者認為綠色美妝保養品的品質好，而對綠色美妝保養品產生正向的態度，消費者對綠色美妝保養品將會有購買的意願。
並列摘要
Climate change, resource exhaustion of our planet Earth, and Green house effect is slowly but surely happening due to the rise of the economic, more percisely due to people overdeveloping. All around the world is starting to participate in a Green trend so we can leave behind a better living environment for next generations, any daily demands start to bond closely with recycling and loving/caring about Earth. These years Taiwan has developed a search for better sense of life and for emphasizing Green recycling, these also brought attention to green cosmetics. Therefore this study will focus on Taiwan consumers attitude and actions regarding green cosmetics. Furthermore this study will discuss how 4P influences the attitude, the will of buying, and whether or not it acts as an intermediary of green cosmetics in the Taiwan market. This case study uses version SPSS22.0 & LISREL8.7 as the main data analyzing tool. From structural equation model analysis, these conclusions has been made: first, within 4P only the product tend to have a strong influence on the green cosmetics market of Taiwan. Consumers tend to care alot about whether the product is natural, mild, and not sensitive, these have a strong influence towards the attitude. Though within 4P path, promotion, and price tend to have weak influences towards consumers. Second, during the procedure of product influencing the will to buy, attitude acts as an important intermediary character. According to this case study, if consumers think that green cosmetics wears have a great quality, furthermore producing a positive attitude, then the will to buy increases.