群體訊息的揭露對產品綠色評價的影響

Effects of herd signal disclosure on the evaluation of product greenness

蔡宗錡(Tsung-Chi Tsai)

指導教授 ： 李英聯

朝陽科技大學/理工學院/工業工程與管理系/碩士(2010年)

摘要

摘要
隨著環境的惡化，消費所帶來的環境破壞漸漸受到重視。在日常生活中的各種消費皆會影響地球與人類的宿命，當產品從生產到丟棄的過程中，隨時有可能造成環境的汙染，因此探討綠色消費是一項重要的議題。
隨著電子商務的發達，使越來越多消費者透過網際網路來消費。消費者能透過產品的評價與銷售量，做為選購產品的依據；網路上的評價與銷售量等產品資訊，是來自網路消費者反應在產品上所揭露的群體訊息。若能將上述群體訊息套用在推廣綠色消費上，或許能有效提升消費者對產品的綠色評價。
本實驗以問卷的方式進行，研究對象為大學生，探討群體訊息的揭露對產品綠色評價的影響。實驗結果證實產品評價、銷售量能顯著影響受測者對產品的綠色評價，並且認為消費者推薦與推薦系統推薦比專家推薦與網站推薦更能提升對產品的綠色評價。因此在未來研究上群體訊息可被用來促進綠色消費。

關鍵字

群體行為 ； 群體訊息 ； 綠色消費

並列摘要

Abstract
The deterioration of the environment is getting more attention from consumers. Any consumption in our daily life will affect the earth and human’s life. There are risks of forming environmental pollution since the products are being manufactured and discarded. Thus, it is important to discuss green consumption.
With the advance of E-commerce, more and more consumers purchase on the Internet. Online consumers make purchase decisions based upon the product evaluation by other consumers and the sales of products, which are the disclosure of herd signals. If the aforementioned information could be applied to the promotion of green consumption, it may effectively raise consumer’s evaluation of product greenness.
We attempt to analyze the impact of disclosure of herd signals on the evaluation of product greenness through web based questionnaire. The results of the analysis conclude that product evaluation and sales positively affect subjects’ evaluation of product greenness. Besides, recommendations of consumers and recommendation system exert a greater influence on subjects on the evaluation of products greenness than recommendations of an expert and website do.The result shows that herd signal could be used to promote green comsumption.

並列關鍵字

Green consumption ； Herd signal ； Group behavior

參考文獻

劉德敏 (2005)，「網友推薦系統之研發與建置」，碩士論文，國立台北科技大學工業工程與管理研究所。

Asch, S. E. (1956). “Studies of independence and conformity: A majority of one against a unanimous majority,” Psychological Monographs, 70-79.

Chen, Y. F. (2008). “Herd behavior in purchasing books online, Computers in Human Behavior,” Computers in Human Behavior, 24, 1977-1992.

Crane, A. (2000). “Facing the backlash: green marketing and strategic reorientation in the 1990’s,” Journal of Strategic Marketing, 8, 277-296.

Huang, J. H. (2005). “Herding in Online Product Choice,” Psychology & Marketing, 23(5), 413-428.