家庭幸福感對手工皂消費者偏好之影響-以知覺價值、綠色信任 為調節之多層次分析

Effect of Family Well-being on Handmade Soap Consumer Preference -A Multilevel Analysis of Perceived value and Greentrust as Moderator

林資敏(Tzu-Min Lin)

指導教授 ： 牛涵錚

淡江大學/商管學院/管理科學學系企業經營碩士在職專班/碩士(2017年)

https://doi.org/10.6846/TKU.2017.00794

摘要

隨著社會經濟改變及人們對環境保護日益重視，消費者不僅著重於產品經濟實用性，也注重環保、健康的訴求。手工皂風格的多樣性對於顧客認知價值有其影響性，而家庭成員的幸福感程度對消費者偏好是否有顯著的影響，目前少有相關研究證實家庭購買手工皂因素之相互關係。因此，本研究以多層次分析，探討家庭幸福感對手工皂消費者偏好之影響。
本研究問卷共發放120組家庭，回收有效樣本為105個家庭，樣本合計數420人，回收率達87.5%。經運用階層線性模式(HLM)分析結果發現：
1.家庭成員喜好手工皂風格對消費者偏好具有顯著性的影響。
2.家庭幸福感對消費者偏好具有顯著性的影響。
3.知覺價值在手工皂風格對消費者偏好間未有顯著性的調節效果，但知覺價值之品質價值和社會價值在手工皂風格對消費者偏好間具有顯著性的調節效果。
4.知覺價值對幸福感具有顯著性的影響。
5.綠色信任在知覺價值對幸福感間沒有顯著性的調節效果。
6.知覺價值對綠色信任具有顯著性的影響。
7.綠色信任對知覺價值與幸福感間有部分中介效果。

關鍵字

手工皂風格 ； 消費者偏好 ； 幸福感 ； 知覺價值 ； 綠色信任

並列摘要

As social and economic changes increase, people are increasingly concerned about environmental protection. Consumers not only focus on product economy and practicality, but also pay attention to environmental protection and health demands. The diversity of styles in handmade soap products has an impact on the perceived value to the customer, also the perception of family wellbeing resulting from the use of handmade soap products has a significant impact on consumer preferences. Few studies have been done related to consumers and handmade soap. Thus, this study explores how the perception of family wellbeing affects consumer preference when purchasing handmade soap by a multi-level research analysis.
Questionnaires were distributed to 120 families. Of these 105 were returned with 420 effective samples; the effective return sample rate was 87.5%. In light of the results from HLM, it can be found that:
1. The styles of handmade soap products significantly affect consumer preference.
2. The perception of family wellbeing significantly affects consumer preference.
3. The perceived value as moderated by style of handmade soaps does not significantly affect consumer preference, however, perceived value as moderated by product quality and social value does significantly affect customer preference.
4. Perceived value is significantly affected by perception of wellbeing.
5. Perception of wellbeing is not significantly affected by green trust.
6. Perceived value is significantly affected by green trust.
7. The connection between perceived value and perception of wellbeing is partially moderated by green trust.

並列關鍵字

Hand-made Soap Styles ； Family Happiness ； Preference of Customer ； Green Trust ； Perceived Values

參考文獻

周穆謙, and 王韋堯. (2008). 設計師與消費者在食品包裝理解力傳達設計之認知差異. 設計學報 (Journal of Design), 12(4).

岳修平、傅臨超（2014）。閱報App之可使用性初探：以聯合報Plus為例。教育傳播與科技研究，109，1-15。

張凱智. (1997). 消费者對速食連鎖餐廳認知與偏好之研究. 觀光研究學報, 3(1), 15-25.

黃于芮、李宗偉（2012）。綠色行動, 綠色信任與再購意願探討-以台灣星巴克咖啡為例。運籌與管理學刊，11(1)，10-11。

廖佩珊, and 邱昕頤. (2015). 女性面膜消費者偏好之研究. Journal of Data Analysis, 10(5), 31-48.