- 學位論文
消費者對環保瓦楞紙製品的產品接受與購買意願 -以悠紙生活館為案例之研究
Consumer’s Acceptance and Purchase Intentions for Corrugated Paper Products --- A case study of Ccpaper Living Museum
摘要
我國產業結構主要是以中小企業為主軸，在環保議題牽動下，綠色產品的開發逐漸受到重視，藉由以紙為材料做成紙製品，進一步了解消費者對於紙製品接受的程度以及購買意願的態度。在眾多中小企業當中，以環保議題緊密相連的紙製品企業為本研究探討議題。本研究進一步以悠紙生活館觀光工廠為案例，是企業新成立的品牌，新的服務模式，紙製品又是新興市場的新產品。期許透過本研究了解消費者對於環保行為和環保產品的態度，以及消費者對國際森林組織FSC標章的認知。本研究是全新的題材，期許本研究對企業和後續研究者提供有效建議。本研究目的探討消費者的品牌認同度、整體滿意度、產品接受度、資訊接收度及環保認同度對於其購買意願度之影響；並探討消費者的產品接受度是否對整體滿意度與購買意願度具有干擾效果。擬定幾個虛無假說:H1悠紙生活館之遊客的『品牌認同度』對購買意願度無顯著影響；H2悠紙生活館之遊客的『整體滿意度』對購買意願度無顯著影響；H3悠紙生活館之遊客的『產品接受度』對購買意願度無顯著影響；H4悠紙生活館之遊客的『資訊接收度』對購買意願度無顯著影響；H5悠紙生活館之遊客的『環保認同度』對購買意願度無顯著影響；H6悠紙生活館之遊客對『產品接受度』干擾『整體滿意度』與『購買意願度』之間無顯著影響。研究結果顯示，品牌認同度、產品接受度、資訊接收度、環保認同度及整體滿意度對購買意願度之影響，皆?統計顯著水準。因此，本研究虛無假說H1、H2、H3、H4及H5皆被拒絕。然而，以迴歸分析驗證產品接受度是否干擾整體滿意度對購買意願度之影響，其研究結果發現虛無假說H6無法被拒絕。研究結論提出對企業的建議(1)秉持環保理念有助消費者購買意願，(2)加強品牌行銷提高資訊管道傳播，(3)觀光工廠應發展出自有特色，(4)持續創新加強產品研發。對後續研究者建議:紙製品消費市場是新的議題，建議後續學者可以擴充研究樣本數目，並且比較多種不同的紙製品工廠，做更廣度的研究。
並列摘要
Small and medium enterprises (SMEs) are the backbone of the industrial structure in Taiwan. Under the influence of environmental protection issues, increasing importance has been attached to the development of green products. This research probes into paper products made of paper material, and investigates consumers’ acceptance towards paper products and attitude towards purchase intention. Among the numerous small and medium enterprises (SMEs), this research chose paper product enterprise, which is closely-related to the issue of environmental protection, as the target, and treated Ccpaper as the case study. Ccpaper is a newly established brand with a fresh service model, and innovative products in the emerging market. This research investigated consumers’ environmental behaviors and attitude towards environmental products, as well as their knowledge of the logo of the Forest Stewardship Council (FSC). As a pioneering research on the topic, this research aims to provide effective suggestions for enterprises and future researchers. The purpose of this research are to explore the influence of consumers’ identification with brands, overall satisfaction, product acceptance, information acquisition, and acknowledgment of environmental protection on their purchase intention. Moreover, it discussed whether consumers’ acceptance of products has a moderating effect on consumers’ overall satisfaction and purchase intention. The following null hypotheses are proposed: H1: The brand identification of the visitors of Ccpaper has no significant influence on their purchase intention; H2: The overall satisfaction of the visitors of Ccpaper has no significant influence on their purchase intention; H3: The product acceptance of the visitors of Ccpaper has no significant influence on their purchase intention; H4: The information acquisition of the visitors of Ccpaper has no significant influence on their purchase intention; H5: The acknowledgement of environmental protection of the visitors of Ccpaper has no significant influence on their purchase intention; H6: The product acceptance of the visitors of Ccpaper has no significant moderating effect on the overall satisfaction and purchase intention. The result indicated that the influence of brand identification, product acceptance, information acquisition, acknowledgement of environmental protection, and overall satisfaction, on purchase intention, had all reached a statistical significance level. Therefore, the null hypotheses H1, H2, H3, H4, and H5, were all rejected. Regression analysis was conducted to verify whether the overall satisfaction has a moderating effect on purchase intention, and found that H6 was not rejected. Based on the results, this research proposed suggestions for Ccpaper: (1) upholding the concept of environmental protection is conducive to consumers’ purchase intention; (2) strengthening brand marketing and increasing information dissemination channels; (3) developing unique characteristics; (4) continuing in innovation, and improving R&D. Moreover, as the market of paper products is an emerging topic, future researchers can increase the number of research samples, and compare a variety of paper products factories for a broader research.