倫理產品價值內涵之研究：方法目的鏈之應用

A Study on the Value of Ethical Products :An Application of Means-End Chain Approach

丁翊薔(Yi-Chiang Ting)

指導教授 ： 黃淑琴

朝陽科技大學/管理學院/企業管理系/碩士(2014年)

摘要

摘要
過去三十年倫理消費不論在行銷實務或學術研究上都已成為研究焦點，目前已有許多文獻說明倫理消費的動機，主要集中在個人態度及行為、社會集體行動兩層面。但卻少有研究能同時陳述利他與自利兩觀點在倫理產品消費過程的影響。因此本研究以方法目的鏈探討消費者購買倫理產品背後的動機與對其個人的意義，進一步將透過消費者的消費認知結構分析將能更忠實了解消費者的決策行為。本研究運用方法目的鏈，深入訪談60位有機產品消費者及60位再生產品消費者，共120位倫理消費產品之使用者，主要目的為：1.探討倫理產品能為消費者帶來哪些利益，並了解消費者內心真正價值2.建構倫理產品之價值階層模式。研究結果顯示，針對倫理產品消費者的訪談彙整出13項屬性、12項結果、12項價值三階層要素，當中消費有機產品最終在獲得安心、高興、以及長壽價值，消費再生產品可獲得永續發展、高興、舒適的生活價值。其次，透過價值階層分析可知，購買有機產品的消費決策最重要的是追求安心價值階層，購買再生產品的消費最重要的是追求高興價值階層。針對研究發現本文將提出實務建議。

關鍵字

方法目的鏈 ； 價值 ； 倫理消費

並列摘要

Abstract
For the past thirty years, ethical consumption has become the prime focus not only on marketing practical but also on academic research. So far there have been a lot of cited materials explaining the motives of ethical consumption which mainly focuses on “personal attitude & behavior” and “social collective action”. However, few researches can describe the influence of viewpoints of altruistic behavior and self-serving behavior on the process of ethical product’s consumption at the same time. In regard to this, the research investigates the motives and personal meanings for which consumers buy ethical products with Mean-End Chain Approach. The research will go further through the cognitive structural analysis of consumers and it will faithfully realize decision-making behavior of consumers. By applying Mean-End Chain Approach, the research deeply questioned 60 consumers of organic products and 60 consumers of recycled products. Altogether, there are 120 users of ethical consumption of products in the research. There are two main purposes: first, it’s to investigate the profits which ethical consumption of products can bring about and to understand the real value in consumers’ mind. Second, it’s to construct the hierarchies and patterns of value in ethical consumption of products. The results of the research show that questions to consumers of ethical products are organized into 13 attributes, 12 results and 12 elements in three hierarchies of value. Among them, the consumption of organic products at last is for getting relief, joy and the value of longevity. The consumption of recycled products can get sustainable development, joy and value of the quality of life. In the next place, by the analysis of value hierarchy, the most important thing of consuming organic products is to pursue relief of value hierarchy. The most important thing of consuming recycled products is to pursue joy of value hierarchy. In the light
of findings in this research, the research will bring up pragmatic suggestions.

並列關鍵字

Mean-End Chain Approach ； Value ； Ethical Consumption

參考文獻

2. 向春玲(2009)。消費者對公平貿易認知及態度之研究。私立中原大學國際貿易學系碩士論文，未出版，桃園縣。

8. 邱魏頌正、李梅菲(2002)。行動電話購買行為研究－方法目的鍊之應用。傳播與管理研究，1(2)，213-237。

10. 梁榮達(2013)。以方法目的鏈探討有機消費族群購買有機商品體驗的內涵與價值。台灣農學會報，14(6)，565-580。

13. 詹定宇、彭西鄉(2010)。蜜月旅行價值內涵之研究：方法目的鏈之應用。戶外遊憩研究，23(1) ，1-25。

15. 劉思岑、李雅慧(2010)。消費者對有機農產品之知識與消費分析。台灣農學會報，11(5)，488-500。