消費者環保意識與創新性接受度對新產品態度之影響─以LED燈具為例

近年來環保意識抬頭，許多環境污染的問題日漸嚴重再加上政府油電雙漲的政策催化下使得許多節能商品(例如:LED燈具)應運而生。而對消費者而言LED燈具產品屬於創新性的產品，功能及外觀上與傳統燈具截然不同，此時創新接受程度則影響者消費者對於LED燈具產品的態度。因此，本研究試圖探討創新接受程度與產品態度的關聯性。另一方面，由於環境污染的問題使得消費者開始關心自己與下一代的健康，因此會開始選用節能環保商品，故本研究亦試圖探討利己利他態度與產品態度之關聯性。本研究經由文獻探討，歸納出三個構面，分別為創新接受度、環保意識利己利他態度與產品態度。希望能利用本研究了解到創新接受高低與LED燈具產品態度的相互關聯性及利己利他態度高低與LED燈具產品態度的相互關聯性。能藉此訂定未來行銷策略與找出重點消費客群。本研究以問卷方式進行資料蒐集，共取得200份有效問卷，採描述性統計分析、信度分析、相關分析、多元迴歸分析，由以上的統計方法解析市場調查資料。研究結果顯示，利己利他傾向會顯著影響消費者對節能產品之態度，另一方面，創新接受度會顯著影響消費者對節能產品之態度。

關鍵字

環保意識；創新接受度；利己利他； LED燈具；產品態度

並列摘要

Because of eco-consciousness has been growing recently, environmental pollution getting more serious and Taiwan government’s policy allowing price up of petrol and electric power, many energy-saving products like LED lights emerge. Since LED lights are innovative products for customers and are totally different in functions and appearance, comparing to traditional lights, the acceptance of innovation influences customers’ attitudes toward LED lights. Hence, this study is to examine the relationship between customers’ acceptance of innovation and attitudes toward innovative products. Besides, more and more energy-saving products are chose because that the issue of environmental pollution has been the centre attention makes consumers start to care about their health and next generation’s . Hence, this study is also to examine the relationship among Egoism, Altruism and consumers’ attitudes toward products. This study drew on literatures then concluded three dimensions; they are innovation acceptance, Egoism-and-Altruism of eco-consciousness and attitudes toward products. To make the proper marketing strategy and find out the critical consumers, the purpose of this study is to explore the relationship between consumers’ innovation acceptance and attitudes toward LED lights and the relationship between consumers’ Egoism-and-Altruism of eco-consciousness and attitudes toward LED lights Questionnaires method was adopted in this study. 200 effective questionnaires collected had been analyzed by descriptive statistics, reliability analysis, correlation analysis and multiple regression analysis. The result showed that egoism and altruism have significant impacts on consumers; attitude toward energy-saving products. Moreover, innovation acceptance has an impact on consumers’ attitude toward energy-saving products.

並列關鍵字

eco-consciousness ； egoism and altruism ； innovation acceptance ； LED lights

參考文獻

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10. 陳永南，2008年，「消費者於有機棉產品的認知、動機對購買意願之影響」，中央大學企業管理學系碩士在職專班學位論文。

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消費者環保意識與創新性接受度對新產品態度之影響─以LED燈具為例

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