綠色品牌形象、綠色行銷、政府政策與綠色購買意願之研究–以LED燈泡為例

Green Brand Lmage, Green Marketing, Government Policy and Green Purchase Intention-An Empirical Study on LED Lamp

陳詠心(Yung-Hsin Chen)

指導教授 ： 曹銳勤

淡江大學/商管學院/管理科學學系碩士班/碩士(2014年)

https://doi.org/10.6846/TKU.2014.01155

摘要

本研究的主要目的是驗證消費者購買意願之影響因素，利用為對綠色產品的認識、消費動機、綠色行銷、綠色品牌與政府政策五大構面以及最後購買意願之因素。本研究之研究工具為SPSS18.0以及AMOS18.0。
首先透過敘述性統計分析，了解其問卷對象之基本人口統計變數，再利用其檢定值及信度分析了解本問卷之可性度及內部一致性。最後利用結構方程模式驗證其模式之配適度及求得最後結果。
此外，無論哪一個構面影響，對於最後消費者之購買意願都是屬於正相關，最後，本研究提出管理意涵與外來可研究方向做為LED燈甚至綠色產品業者及後續研究者參考。

關鍵字

綠色產品 ； 消費動機 ； 綠色行銷 ； 綠色品牌 ； 探索性因素分析 ； 驗證性因素分析

並列摘要

The research purpose is to verify the effect factors the comsumers purchase the LED lamp using the findings to it's five dimensions of consumer motivation, green marketing, green brand.Then we use SPSS18.0 and AMOS18.0 to solve this problem.
Our research process is list as follows and then understand the basic target demographic variables, and then verifies internal consistency and reliability analysis to the questionnaire Finally, we use structural equation model to verify the assumptions among the proposed.
Finally, this study proposes managerial implications and research direction to the development of the green product of LED lights industry.

並列關鍵字

Green Product ； Consumer Motivation ； Green Marketing ； Exploratory Factor Analysis ； Confirmatory Factor Analysis

參考文獻

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