dc.contributor.advisor | 蘇威傑 | zh_TW |
dc.contributor.author (Authors) | 魏培林 | zh_TW |
dc.contributor.author (Authors) | Wei,Pei-Lin | en_US |
dc.creator (作者) | 魏培林 | zh_TW |
dc.creator (作者) | Wei, Pei-Lin | en_US |
dc.date (日期) | 2022 | en_US |
dc.date.accessioned | 2-Sep-2022 14:41:48 (UTC+8) | - |
dc.date.available | 2-Sep-2022 14:41:48 (UTC+8) | - |
dc.date.issued (上傳時間) | 2-Sep-2022 14:41:48 (UTC+8) | - |
dc.identifier (Other Identifiers) | G0109351049 | en_US |
dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/141530 | - |
dc.description (描述) | 碩士 | zh_TW |
dc.description (描述) | 國立政治大學 | zh_TW |
dc.description (描述) | 國際經營與貿易學系 | zh_TW |
dc.description (描述) | 109351049 | zh_TW |
dc.description.abstract (摘要) | 隨著中國可持續發展的基本國策逐漸深入和居民綠色消費意識萌芽,中國大陸消費者對綠色消費的需求不斷提升,未來預計會有越來越多消費者優先選擇綠色消費。當消費者在面對市面上五花八門的綠色商品資訊時,廠商要做的事就是把確切的綠色消費信息有效的傳達給消費者,這時候就可能使用環保標示。環保標示是由第三方公證機構認證,可以印刷或粘貼在產品外包裝的一種認證標示。當商品通過了環保標示認證,則代表這個商品在整個生產週期對自然環境無害或者相較同類商品少害。環保標示可以承擔橋樑作用,幫助廠商把有效信息傳遞給消費者。目前在一些已開發國家中,環保標示常常作為一種行銷的手段,但目前在中國卻鮮少出現這個現象。在過往研究中環保標被證實能夠刺激到消費者對於綠色商品的購買意圖,但實務上行為卻與之相悖。為了弄清以上現象本研究其提出以下研究問題:第一,環保標示自身屬性能直接影響消費者?第二,因為消費者具有特定屬性才會對綠色消費購買意圖產生影響?第三,環保標示或消費者個人屬性能否為綠色商品帶來溢價率?本研究將通過發放網絡問卷的方式,研究環保標示對消費者購買意圖,實踐環保作為和綜合溢價率的影響,將蒐集的資料通過敘述性統計,信效度分析,迴歸分析。研究結果表明,僅環保標示可信度可以影響消費者對於環保標示商品的選購,消費者選購帶有環保標示商品的更主要原因來源於消費者自身特定屬性如綠色商品愛好者,愛國行為程度等。此外,環保標示本身無法為環保標示商品帶來溢價率,溢價率只受到消費者特定個人因素影響。最後,本研究將對研究結果提出實務上建議和探討研究限制。 | zh_TW |
dc.description.abstract (摘要) | With the gradual deepening of China`s basic national policy of sustainable development and the budding of residents` awareness of green consumption, consumers in mainland China are increasingly demanding green consumption, and it is expected that more and more consumers will give priority to green consumption in the future. When consumers are faced with a wide variety of green commodity information in the market, what manufacturers have to do is to effectively convey the exact green consumption information to consumers, and at this time, they may use environmental labeling.Environmental protection label is certified by a third-party notary organization and can be printed or pasted on the outer package of a product. When the product has passed the environmental labeling certification, it means that the product is harmless to the natural environment in the whole production cycle or less harmful than similar products. Environmental labeling can act as a bridge to help manufacturers communicate effective information to consumers. Environmental labeling is often used as a marketing tool in some developed countries, but it is rarely seen in China. In previous studies, it has been proved that environmental label can stimulate consumers` purchase intention of green goods, but in practice, the behavior is contrary to this. In order to clarify the above phenomenon, the following research questions are put forward in this study: First, can the attributes of environmental labeling directly affect consumers? Secondly, will consumers have an impact on green consumption purchase intention because of their specific attributes? Third, can environmental labeling or consumers` personal attributes bring premium rates to green goods?This study will issue online questionnaires to study the impact of environmental labeling on consumers` purchase intention, practice of environmental protection and comprehensive premium rate, and collect data through narrative statistics, reliability and validity analysis and regression analysis. The results show that only the credibility of environmental labeling can affect consumers` choice of goods with environmental labeling, and the main reason for consumers to choose goods with environmental labeling is their own specific attributes, such as green goods lovers and patriotic behavior. In addition, environmental labeling itself cannot bring premium rate for environmental labeling products, and the premium rate is only affected by specific personal factors of consumers. Finally, practical suggestions and research limitations will be put forward. | en_US |
dc.description.tableofcontents | 第一章 緒論 1第一節 研究動機 1第二節 研究問題 2第二章 文獻探討 5第一節 環保標示 5第二節 中國綠色消費市場 9第三節 影響消費者綠色消費的因素 9第四節 研究假設 11第三章 研究方法 14第一節 研究架構 14第二節 變數定義與衡量 15第三節 抽樣設計與分析 20第四章 研究結果與統計分析 22第一節 樣本分佈分析與敘述性統計 22第二節 信效度分析 27第三節 驗證假說 28第五章 結論與建議 34第一節 研究結論 34第二節 管理意涵 36第三節 研究限制 37參考文獻 39附錄一:問卷 42 | zh_TW |
dc.format.extent | 2312659 bytes | - |
dc.format.mimetype | application/pdf | - |
dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0109351049 | en_US |
dc.subject (關鍵詞) | 環保標示 | zh_TW |
dc.subject (關鍵詞) | 環保標示可信度 | zh_TW |
dc.subject (關鍵詞) | 綠色消費 | zh_TW |
dc.subject (關鍵詞) | 購買意圖 | zh_TW |
dc.subject (關鍵詞) | Environmental protection label | en_US |
dc.subject (關鍵詞) | Credibility of environmental labeling | en_US |
dc.subject (關鍵詞) | Green consumption | en_US |
dc.subject (關鍵詞) | Purchase intention | en_US |
dc.title (題名) | 中國大陸環保標示對消費者綠色消費購買意願影響 | zh_TW |
dc.title (題名) | Influence of environmental labeling in Mainland China on consumers` purchasing intention of green consumption | en_US |
dc.type (資料類型) | thesis | en_US |
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dc.identifier.doi (DOI) | 10.6814/NCCU202201486 | en_US |