自我監控與環保行為認可對綠色產品評價的影響

Self-monitoring and Recognized Environmental Protection Behavior Affect the Judgment on Green Product

張珈維(Jia-Wei Chang)

指導教授 ： 簡怡雯

國立臺灣大學/管理學院/商學研究所/碩士(2013年)

https://doi.org/10.6342/NTU.2013.00815

摘要

本研究基於過去學者對象徵性產品、自我監控程度、綠色產品與消費行為之間相關性的研究基礎，探討外在資訊(環保行為認可文章)的有無與自我監控程度的高低產生之交互作用，將如何影響消費者對象徵性綠色產品評價的影響。研究結果發現，消費者的自我監控程度以及外在資訊(環保行為認可文章)的有無確實會對象徵性綠色產品評價有不同影響；而在未給予外在資訊(環保行為認可文章)的情況下，受測者自我監控程度的高低並不影響他們對綠色象徵性產品的評價；且對低自我監控者來說，外在相關資訊(環保行為認可文章)的有無並不影響他們對綠色象徵性產品的評價。

關鍵字

自我監控 ； 象徵性產品 ； 綠色產品

並列摘要

This study, based on the past results of researches in the field of symbolic product, self-monitoring, and green product, related with the consumer behaviors, explores how the interaction between external information (an article of recognized behavior about environmental protection) and self-monitoring affect the consumers’ product attitudes toward the symbolic green product. The result shows that the different levels of self-monitoring and that whether external information (an article of recognized behavior about environmental protection) exists or not do have the influence on the consumers’ product attitudes toward the symbolic green product. Besides, under the condition of no external information (an article of recognized behavior about environmental protection), different level of self-monitoring will have no impact on the consumers’ product attitudes, and for the low self-monitor, that whether external information exists or not do not affect the product attitude when consumer evaluate the symbolic green product.

並列關鍵字

Self-monitoring ； Symbolic product ； Green product

參考文獻

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