- 學位論文
知覺風險與環境關懷對綠色保養品購買意願之影響
The Influence of Perceived Risk and Environmental Concern on Purchase Intention of Green Skincare Products
摘要
由於消費者生活方式的轉變，緬甸的護膚品市場正經歷顯著增長。顧客優先考 慮保護皮膚，以增強自信，並經常尋求對皮膚有益的護膚品。在環保意識興起 的背景下，綠色護膚品市場應運而生。然而，關於與綠色護膚品相關的消費行 為、風險和環境問題的研究仍相對有限。因此，本研究旨在評估顧客對綠色護 膚品的購買意向如何受知覺行為控制、環境關注和知覺風險的影響。 為了收集研究數據，我們通過線上調查向 240 名參與者發放問卷。有效回收了 203 份問卷，這些回應被用於分析。本研究採用相關設計的定量研究方法來探 索變數之間的關係，研究對象為緬甸曾經使用護膚保養品的消費者。本研究使 用統計套裝軟體 SPSS 對收集的數據進行分析和檢驗假設。研究結果表明，行 銷人員可以通過突出產品的環保特點，更好地瞭解綠色護膚品消費者的需求和 期望。針對性的廣告活動可以強調產品的環保規格以及對環境的積極影響。
並列摘要
The skincare market in Myanmar is experiencing significant growth due to changing consumer lifestyles. Customers prioritize taking good care of their skin to boost their confidence and often seek skincare products that offer skin benefits. With the rise of eco-consciousness, green skincare options are now available in the market. However, there is limited research on consumer behavior, risk, and environmental concerns specifically related to green skincare products. Given the interest in this area, studying consumer behavior towards green skincare products in comparison to conventional skincare products is of great importance. This study aims to evaluate how customers' perceived behavioral control, environmental concern, and perceived risk influence their purchase intentions for green skincare products. To collect primary data for this study, we distributed a survey questionnaire via an online form to 240 participants. We received effective responses from 203 of these participants, which were used for analysis. This study utilized a quantitative research method with a correlation design to explore the relationship between independent and dependent variables. The focus of this study was on consumers from Myanmar. To analyze the collected data and test hypotheses, we used the Statistical Package for the Social Sciences (SPSS) version 23.0. The results suggest that marketers can better understand the needs and desires of green skincare consumers by highlighting the eco-friendly aspects of their products. This can be accomplished through targeted advertising campaigns that emphasize the product's eco-friendly specifications and the positive impact it has on the environment."