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題名 消費者綠購買行為前因研究：雙重路徑觀點
Antecedents of consumer green purchase behavior: A Dual-Route view
作者 洪敘峰
Hung, Hsu Feng
貢獻者 張愛華
Chang, Ai Hwa
洪敘峰
Hung, Hsu Feng
關鍵詞 消費者環保行為
綠購買行為
消費者環保行為鑲嵌度
放棄綠購買意圖
拓展模式
consumer environmental protection behavior
green purchase behavior
embeddedness of environmental protection behavior
quit intention of green purchasing
unfolding model
日期 2011
上傳時間 30-Oct-2012 11:18:24 (UTC+8)
摘要 消費者環保行為研究中，多以理性行為模式解釋影響消費者綠購買行為之前因，但實證研究對於綠購買態度影響綠購買行為之假設，仍然無法獲得一致的支持。此外，根據現況效應的論點，消費者會傾向於保留原始行為，除非存在放棄原始決策的合理理由。然而，理性行為模式缺乏對於消費者可能放棄原本購買行為的決策因素探討。因此，本研究之主要目的為整合理性行為模式與拓展模式觀點，提出同時具備正向展現因素與負向放棄因素的雙重路徑模型，使消費者綠購買行為之解釋模型更為完整。本研究認為影響消費者綠購買行為展現的正向因素，除環保知覺效能、環保知識、綠購買態度與綠購買意圖之外，消費者環保行為鑲嵌度是另一個重要的正向影響前因。綠購買行為的負向因素，包括拓展模式中的相關因素，如知覺環保衝擊事件、環保心像違背與非環保產品的評估與搜尋。拓展模式相關因素會提升消費者放棄環保行為意圖，間接降低綠購買行為之展現。問卷調查結果顯示，本研究所提出之雙重路徑觀點獲得支持，該模式與理性行為模式相容並包含更完整的解釋因素。模式比較之結果顯示，本研究所提出的雙重路徑整合模式，相較於獨立的理性行為模式或拓展模式，整合模式之表現皆較為優良。
Most studies of consumer environmental protection behavior apply the theory of reasoned action to predict consumer green purchase behavior. However, the assumed relationship between green purchase attitude and green purchase behavior has not received consistent support in the previous research. Besides, according to the view of status quo effect, consumers tend to repeat the current behaviors unless justifiable quit reason is existence. However, the theory of reasoned action does not offer explanation of why consumers might quit green purchase behavior. The purpose of this study is to integrate the theory of reasoned action and unfolding model then provide a dual-route model which has positive and negative antecedents of green purchase behavior simultaneously and makes the explanation model more complete. In this study, the positive antecedents of consumer green purchasing include environmental perceived effectiveness, environmental knowledge, green purchase attitude, and green purchase intention. In addition, embeddedness of environmental protection behavior is another critical positive factor to influence consumer green purchase behavior. The negative antecedents of consumer green purchase behavior include the factors of unfolding model, i.e., perceived environmental shocks, environmental image violation, and alternative product searching and evaluation. The factors of unfolding model will increase the quit intention of green purchasing and decrease green purchase behavior indirectly. The result of a two-waved survey and SEM analysis shows that the dual-route model has satisfactory measurement performance and explanation capability. The result of model comparison analysis shows that the explanatory capability of the dual-route model is better than all other single theoretical models, including the reasoned action model and unfolding model.
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描述 博士
國立政治大學
企業管理研究所
96355511
100
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0096355511
資料類型 thesis
dc.contributor.advisor 張愛華zh_TW
dc.contributor.advisor Chang, Ai Hwaen_US
dc.contributor.author (Authors) 洪敘峰zh_TW
dc.contributor.author (Authors) Hung, Hsu Fengen_US
dc.creator (作者) 洪敘峰zh_TW
dc.creator (作者) Hung, Hsu Fengen_US
dc.date (日期) 2011en_US
dc.date.accessioned 30-Oct-2012 11:18:24 (UTC+8)-
dc.date.available 30-Oct-2012 11:18:24 (UTC+8)-
dc.date.issued (上傳時間) 30-Oct-2012 11:18:24 (UTC+8)-
dc.identifier (Other Identifiers) G0096355511en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/54522-
dc.description (描述) 博士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所zh_TW
dc.description (描述) 96355511zh_TW
dc.description (描述) 100zh_TW
dc.description.abstract (摘要) 消費者環保行為研究中，多以理性行為模式解釋影響消費者綠購買行為之前因，但實證研究對於綠購買態度影響綠購買行為之假設，仍然無法獲得一致的支持。此外，根據現況效應的論點，消費者會傾向於保留原始行為，除非存在放棄原始決策的合理理由。然而，理性行為模式缺乏對於消費者可能放棄原本購買行為的決策因素探討。因此，本研究之主要目的為整合理性行為模式與拓展模式觀點，提出同時具備正向展現因素與負向放棄因素的雙重路徑模型，使消費者綠購買行為之解釋模型更為完整。本研究認為影響消費者綠購買行為展現的正向因素，除環保知覺效能、環保知識、綠購買態度與綠購買意圖之外，消費者環保行為鑲嵌度是另一個重要的正向影響前因。綠購買行為的負向因素，包括拓展模式中的相關因素，如知覺環保衝擊事件、環保心像違背與非環保產品的評估與搜尋。拓展模式相關因素會提升消費者放棄環保行為意圖，間接降低綠購買行為之展現。問卷調查結果顯示，本研究所提出之雙重路徑觀點獲得支持，該模式與理性行為模式相容並包含更完整的解釋因素。模式比較之結果顯示，本研究所提出的雙重路徑整合模式，相較於獨立的理性行為模式或拓展模式，整合模式之表現皆較為優良。zh_TW
dc.description.abstract (摘要) Most studies of consumer environmental protection behavior apply the theory of reasoned action to predict consumer green purchase behavior. However, the assumed relationship between green purchase attitude and green purchase behavior has not received consistent support in the previous research. Besides, according to the view of status quo effect, consumers tend to repeat the current behaviors unless justifiable quit reason is existence. However, the theory of reasoned action does not offer explanation of why consumers might quit green purchase behavior. The purpose of this study is to integrate the theory of reasoned action and unfolding model then provide a dual-route model which has positive and negative antecedents of green purchase behavior simultaneously and makes the explanation model more complete. In this study, the positive antecedents of consumer green purchasing include environmental perceived effectiveness, environmental knowledge, green purchase attitude, and green purchase intention. In addition, embeddedness of environmental protection behavior is another critical positive factor to influence consumer green purchase behavior. The negative antecedents of consumer green purchase behavior include the factors of unfolding model, i.e., perceived environmental shocks, environmental image violation, and alternative product searching and evaluation. The factors of unfolding model will increase the quit intention of green purchasing and decrease green purchase behavior indirectly. The result of a two-waved survey and SEM analysis shows that the dual-route model has satisfactory measurement performance and explanation capability. The result of model comparison analysis shows that the explanatory capability of the dual-route model is better than all other single theoretical models, including the reasoned action model and unfolding model.en_US
dc.description.tableofcontents 首頁……………………………………………………………………….i
中文摘要…………………………………………………………………ii
英文摘要………………………………………………………………...iii
謝誌……………………………………………………………………...iv
第一章 續論……………………………………………………………..1
第一節 研究背景……………............………………………..…....1
第二節 研究問題與目的........……………………………………..3
第二章 文獻探討與假設發展…………………………………………12
第一節 消費者環保行為……………………………………..…..13
第二節 綠購買行為之雙重路徑觀點........………………………20
2.2.1 理性行為模式............................……………...……….20
2.2.2 現況效應……………………………………...……….25
2.2.3 拓展模式........................................…………………....31
2.2.4 環保行為鑲嵌度............................…………………....51
第三節 研究假設發展....................………………………………60
第三章 研究方法………………………………………………………67
第一節 研究架構............…………………………………………68
第二節 變數衡量............................................…………………....70
第三節 問卷設計與前測........………………………………........75
第四節 抽樣與資料蒐集....……………………………..………..82
第四章 分析………………………………………………………........84
第一節 敘述性統計........…………………………………………84
第二節 信度與效度檢定............………………………………....87
第三節 SEM假設檢定...………………………………..……..…98
第四節 比較模式分析…………………………………..………102
第五章 結論............………………………………………………..…108
第一節 理論意涵............………………………………………..111
第二節 實務意涵............……………………………………......115
第三節 未來研究建議與限制………………………..……..…..118
參考文獻………………………………………………………………121
附錄：研究問卷....……………………………………………………133		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0096355511en_US
dc.subject (關鍵詞) 消費者環保行為zh_TW
dc.subject (關鍵詞) 綠購買行為zh_TW
dc.subject (關鍵詞) 消費者環保行為鑲嵌度zh_TW
dc.subject (關鍵詞) 放棄綠購買意圖zh_TW
dc.subject (關鍵詞) 拓展模式zh_TW
dc.subject (關鍵詞) consumer environmental protection behavioren_US
dc.subject (關鍵詞) green purchase behavioren_US
dc.subject (關鍵詞) embeddedness of environmental protection behavioren_US
dc.subject (關鍵詞) quit intention of green purchasingen_US
dc.subject (關鍵詞) unfolding modelen_US
dc.title (題名) 消費者綠購買行為前因研究：雙重路徑觀點zh_TW
dc.title (題名) Antecedents of consumer green purchase behavior: A Dual-Route viewen_US
dc.type (資料類型) thesisen
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