以TPB探討綠色節能電器知覺利益與購買意圖之關係

The Impact of Perceived Benefits on Purchase Intention of Green Energy-Saving Appliances: Based On TPB Theory

郭達卿(Ta-Ching Kuo)

指導教授 ： 張惠真

國立臺北大學/商學院/企業管理學系/碩士(2013年)

摘要

台灣反核遊行甫落幕，二十一世紀面臨能源耗竭與地球暖化的危機，資源必需被精簡並有效地運用，節能省電遂成為全民關注之重要議題，而綠色節能電器亦將成為未來的消費主流。有鑑於此，本研究以計畫行為理論(TPB)為基礎，探討消費大眾對於綠色節能電器的知覺利益、態度、主觀規範、知覺行為控制與購買意圖之間的關聯性。根據過去相關文獻，本研究的知覺利益將涵蓋功利主義、慈善光輝、自我展現、生態經驗及環境關懷等五個構面。首先測試消費大眾對節能標章的認知作為受訪對象之篩選，再以問卷訪談方式進行資料之蒐集，共回收有效問卷228份；並以結構方程模式(SEM)分析方法檢測研究假說，據以產生理論及實務之結論與建議。
研究結果發現計畫行為理論中消費者對綠色節能電器的態度及知覺行為控制確實會正向影響消費者之購買意圖，而態度及知覺行為控制會顯著正向影響消費者之購買意圖；然而的中介效果，僅在有條件之限制下可強化的影響。本研究其他並未能獲得支持的消費者心理知覺利益中介之假說，但卻可以證實消費者之心理知覺利益會直接透過態度及知覺行為控制進而影響購買意圖，此結果符合計畫行為理論從價值轉化為動機到個人行為之意圖。

關鍵字

計畫行為理論 ； 知覺利益 ； 慈善光輝 ； 自我展現 ； 生態經驗 ； 功利主義 ； 環境關懷

並列摘要

As facing of the appeal of anti-nuclear, the growing pressure of energy crisis has growing and global warming has growing rapidly at the 21st century. The resources must be applied more effectively. Therefore, green energy saving appliances consuming will become a main stream in the near future. At the theory base of TPB, the main purpose of this study is to explore the relationships among customers’ perceived benefits (psychological benefit, warm glow benefit, and nature experiences), attitude, subjective norm, perceived behavior control, and purchase intention in the context of green energy-saving appliances consuming. To generate theoretical and practical conclusions after hypothesis verified with SEM analysis, the data is collected through questionnaires and interviewing method. Data was collected through questionnaires for those 228 people responded and was put to analysis. The conceptual model has been proposed and subjected to empirical verification with the use a questionnaire survey. Then the method of structural equation modeling was employed to confirm of the research model and the cause-effect relationships with the variables.
The hypotheses were tested using the LISREL analysis. The result confirmed the influence of the warm glow, utilitarian and environment concern on their attitudes and perceived behavioral control toward purchase intention on energy saving application. Finally, the managerial implications of adopting environmentally-based marketing programs and concerns relevant to future research in this area are also addressed. This model fit TPB theory values forward to motive and then became behavior.

並列關鍵字

TPB Theory ； Perceived benefits ； Warm glow ； Self-expressive ； Utilitarian ； Nature experience

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