綠色價值對有機商品購買行為影響之研究

The Impact of Green Value on Organic Products Buying Behavior

王宣惠(Shiuan-Huei Wang)

指導教授 ： 張俊惠

淡江大學/商學院/國際商學碩士在職專班/碩士(2012年)

https://doi.org/10.6846/TKU.2012.01131

摘要

人類過度開發地球，造成資源耗竭及氣候變遷的現象愈加嚴重，關心環境議題及健康生活的消費者，改變原有的消費形式，台灣有機商品的需求增加，推動有機商店的展店速度，竸爭激烈的有機市場，廠商要如何擬定行銷策略以獲得消費者長期的購買意圖，進而達到高的市占率。本研究目的在於探討綠色價值對態度之關連性，以及綠色價值是否對消費者購買意圖有正向影響。本研究以大台北地區有機商品的使用者及潛在使用者為研究對象，對研究對象進行人員紙本發放及網路問卷的施測。並使用SPSS12.0版以及LISREL8.7版作為資料分析工具。
經由結構方程模式驗證研究假說，得知以下結論：
(1)有機商品的綠色價值(功利性價值、享樂價值、象徵性價值)確實對消費者購買有機商品的態度及購買意圖造成影響。
(2)綠色價值影響購買意圖的過程中，態度確實扮演重要的中介角色。
(3)知覺犧牲確實會對消費者購買有機商品的意圖造成影響。
最後，根據本研究結論提出研究發現，建議廠商落實有機商品實用價值的宣導、教育消費大眾綠色知識以及建立消費者更容易購買有機商品的通路，讓有機商品更普及。研究結果提供給廠商做為決策的參考及提供給後續研究者的研究建議。

關鍵字

有機商品 ； 知覺價值 ； 態度 ； 購買意圖

並列摘要

After exhausting the Earth's supply of natural resources and severe global warming, human being is concerned about environment and health. People translate into new consumer behavior instead of old one. In Taiwan, the demand of organic products increases more and more, organic shops are exploded in the last few years. How do enterprises reach high market share on fiercely competitive market? The purpose of the study is that green value has relation with consumer attitude and green value to purchase intention has positive effect. The research aims to investigate users and potential consumers.
The research applied SPSS and LISREL to assess if the six dimensions in the theory of perceived value could affect consumer attitude and purchase invention. There are there findings from the research：
(1)Perceived value including utilitarian value, hedonic value and symbolic value has an impact on consumer attitude and purchase invention buying organic products.
(2)Consumer attitude intervenes the effect on purchase invention.
(3)Perceived sacrifice has an impact on purchase invention.
Therefore, based on the research findings, the study proposes enterprises should enhance practicality of organic products, green knowledge in the public and purchasing channels. It allows general consumers to buy or to get the products more conveniently.
Several suggestions have been recommended to provide the organic industry as a business development direction and marketing method and to be used for the follow-up researchers.

並列關鍵字

organic goods ； perceived value ； attitude ； purchase invention

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