隨著科技的發展與過度的環境開發,造成全球氣候暖化日益嚴重,節能減碳已經成為全球重視的環保議題。台灣機車密度居全球之冠,但造成嚴重的空氣汙染,所以使用替代能源交通工具將是未來發展之趨勢。 本研究透過綠色消費認知、促銷活動、知覺價值與購買意願來探討四個構面之間相互影響關係,針對持有輕型或普通重型機車駕駛執照之民眾作為研究對象,並於2014年5月至6月進行問卷發放,樣本採取便利抽樣,共計發放400份,有效問卷共有378份,有效問卷回收率為98.5%。本研究採用樣本資料做敘述性統計、信度分析、效度分析、因素分析、迴歸分析進行研究假說探討。 分析結果發現綠色消費認知對知覺價值具有部分正向顯著影響;促銷活動對知覺價值具有正向顯著影響;綠色消費認知對購買意願具有正向顯著影響;促銷活動對購買意願具有正向顯著影響;知覺價值對購買意願具有部分正向顯著影響。
The technology advancement and excessively environmental development have resulted in global warming getting more serious; energy conservation and carbon reduction therefore have become a globally emphasized environmental issue. The motorcycle density in Taiwan is ranked on top of the world, causing serious air pollution. The use of alternative energy transportation therefore is a future trend. Based on the effects among green consumption perception, promotion activity, perceived value, and purchase intention, people possessing the driving license of light-duty or original heavy-duty motorcycles are studied. With convenience sampling, total 400 copies of questionnaires were distributed in May-June of 2014, and the 378 valid copies were retrieved, with the retrieval rate 98.5%. The sample data are proceeded Descriptive Statistics, Reliability Analysis, Validity Analysis, Factor Analysis, and Regression Analysis for testing the research hypotheses. The analyses show partially significantly positive effects of green consumption perception on perceived value, remarkably positive effects of promotion activity on perceived value, notably positive effects of green consumption perception on purchase intention, significantly positive effects of promotion activity on purchase intention, and partially remarkably positive effects of perceived value on purchase intention.