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博碩士論文 etd-0214116-094627 詳細資訊
Title page for etd-0214116-094627
論文名稱
Title
綠色產品可以提高產品評價嗎?廠商類型與消費者參與對產品評價的影響
Green or Not? Influence of Organization Type and Consumer Participation on Green Product Evaluation
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
150
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2015-08-12
繳交日期
Date of Submission
2016-03-14
關鍵字
Keywords
消費者參與、產品評價、共品牌、非營利組織、綠色產品
product evaluation, consumer participation, co-branding, nonprofit organization, green product
統計
Statistics
本論文已被瀏覽 5825 次,被下載 737
The thesis/dissertation has been browsed 5825 times, has been downloaded 737 times.
中文摘要
隨著環保意識的提高,綠色產品的重要性也逐日上升。本研究以綠色消費的相
關研究出發,分別探討不同的廠商參與和消費者參與,對不同產品類型產品評價的
影響,及其背後的機制。本研究以實驗設計法進行,共有兩個實驗。實驗一從廠商
參與切入,操弄產品類型(綠色產品 vs. 一般產品)與廠商類型(營利組織 vs. 非
營利組織 vs.營利組織與非營利組織共品牌)兩項自變數,為 2x3 二因子組間設計,
透過虛擬組織建立六種不同的實驗情境;實驗二從消費者參與切入,操弄產品類型
(綠色產品 vs. 一般產品)與消費者參與(沒有參與 vs. 低度參與 vs. 高度參與)
兩項自變數,為 2x3 二因子組間設計,透過不同的產品組裝說明書建立六種不同
的實驗情境,觀察消費者在不同情境下對知覺效能、品牌態度及購買意願的影響。

  研究結果發現,在廠商參與方面,組織類型為營利組織時,綠色產品的產品評
價較一般產品差;組織類型為非營利組織時,綠色產品的產品評價較一般產品佳;
而在共品牌時,綠色產品與一般產品的產品評價無顯著差異。其中消費者費者對於
廠商推出綠色產品的動機真誠性具有顯著的中介效果,真誠性愈低時對產品的評
價愈差,廠商類型為營利組織時真誠性最低,共品牌次之,非營利組織最佳。在消
費者參與方面,沒有參與與低度參與無顯著差異,因此將沒有參與併入低度參與討
論,研究顯示,低度參與時,消費者對綠色產品的產品評價較一般產品差;在高度
參與時,綠色產品的產品評價提升,使之與一般產品間無顯著差異。其中消費者對
產品的知覺控制具有中介效果,對產品的評價隨著參與程度提升而帶來正向影響。
綜合以上研究發現,希望對學術與實務在綠色產品的評價有更深入的瞭解。
Abstract
As the environmental consciousness rises among consumers, green products have become popular. Based on green consumption studies, we develop two studies to examine how consumer evaluation toward a green product (compared with a regular product) may be different subject to organization type (nonprofits vs. for-profits vs. co-branding of for an alliance between a for-profits and a nonprofits organization) or consumer participation level (no engagement vs. low engagement vs. high engagement). Three dependent measures including product effectiveness, brand attitude, and purchase intention are used.

The results of Study 1 indicate that compared with a regular product, a green product manufactured by a for-profits organization is evaluated to be less favorable. Opposite results are found: compared with the regular product, the green product manufactured by a nonprofits organization is evaluated to be more favorable. No such differences are found when a co-brand provided by a for-profits and nonprofits organization is launched. Inferred motive mediates the interaction mentioned above.

The results of Study 2 show that, compared with a regular product, a green product with low consumer engagement is evaluated to be less favorable. On the other hand, a green product with high consumer engagement is evaluated similarly from a regular product. Perceived control mediates the interaction mentioned above.
目次 Table of Contents
論文審定書 i
論文公開授權書 ii
致謝 iii
摘要 iv
Abstract v
目錄 vi
圖次 xi
表次 xiii

第壹章 緒論 1
  第一節 前言 1
  第二節 研究背景 1
  第三節 研究動機 2
  第四節 研究目的與問題 4
  第五節 論文架構 6

第貳章 文獻回顧 8
  第一節 前言 8
  第二節 綠色產品 8
    一、綠色產品的定義 8
    二、綠色產品對消費者知覺效能的影響 9
  第三節 廠商參與 10
    一、營利組織、非營利組織與共品牌 10
    二、消費者疑慮與推論組織背後的動機 13
    三、歸因理論 14
    四、說服知識模型 14
  第四節 消費者參與 15
    一、共同生產 15
    二、知覺控制 16
  第五節 小結 17

第參章 研究設計與方法 18
  第一節 前言 18
  第二節 研究假說與架構 18
    一、綠色產品對產品知覺效能的影響 18
    二、廠商類型對產品知覺效能的影響 18
    三、廠商動機對廠商類型在不同產品類型的影響 21
    四、消費者參與對產品評價的影響 22
    五、知覺控制對消費者參與在不同產品類型的影響 24
  第三節 小結 25

第肆章 實驗一設計與資料分析 26
  第一節 前言 26
  第二節 研究變數的操作型定義與衡量 26
    一、自變數 26
    二、中介變數 28
    三、依變數 28
    四、個人差異變數 29
  第三節 研究設計 29
    一、問卷題項設計 30
    二、抽樣方法 30
  第四節 小結 31

第伍章 實驗一研究結果分析 32
  第一節 前言 32
  第二節 樣本背景資料分析 32
  第三節 信度分析 34
  第四節 研究設計之檢驗 34
    一、產品類型之操弄確認 34
    二、廠商類型之操弄確認 35
    三、潛在共變數檢定 36
  第五節 研究假設之檢驗 37
    一、以知覺效能為依變數之研究假設檢驗 41
    二、以品牌態度為依變數之研究假設檢驗 43
    三、以購買意願為依變數之研究假設檢驗 46
    四、以推論動機為中介變數之研究假設檢驗 48
  第六節 小結 51

第陸章 實驗二設計與資料分析 53
  第一節 前言 53
  第二節 研究變數的操作型定義與衡量 53
    一、自變數 53
    二、中介變數 55
    三、依變數 55
    四、個人差異變數 56
  第三節 研究設計 58
    一、問卷題項設計 58
    二、抽樣方法 59
  第四節 小結 59

第柒章 實驗二研究結果分析 61
  第一節 前言 61
  第二節 樣本背景資料分析 61
  第三節 信度分析 63
  第四節 研究設計之檢驗 64
    一、產品類型之操弄確認 64
    二、消費者參與之操弄確認 65
    三、潛在共變數檢定 66
  第五節 研究假設之檢驗 66
    一、以知覺效能為依變數之研究假設檢驗 72
    二、以品牌態度為依變數之研究假設檢驗 73
    三、以購買意願為依變數之研究假設檢驗 75
    四、以知覺控制為中介變數之研究假設檢驗 77
  第六節 小結 82

第捌章 結論與建議 84
  第一節 前言 84
  第二節 研究結果討論 84
  第三節 研究貢獻 87
    一、理論貢獻 87
    二、實務貢獻 88
  第四節 研究限制 89
    一、網路學生樣本與抽樣方式 89
    二、產品設計 89
    三、消費者參與的方式 89
    四、實驗設計方法 90
  第五節 未來研究建議 90
    一、考量更多的共品牌合作方式 90
    二、考量共品牌時組織之間本身的知名度的差 90
    三、考量觸覺可能造成的影響 91
    四、考量消費者如何感知廠商對議題所付出的心力 91
  第六節 小結 91

參考文獻 93
附錄一 實驗一正式問卷 104
附錄二 實驗二正式問卷 116
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