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Author: 黃逸振
I-Chen Huang
Thesis Title: 消費者對綠建材使用探討
An Exproler Study of Consumer's Purchase Intention toward Green Building Materials
Advisor: 盧希鵬
Hsi-Peng Lu
Tainyi Luor
Committee: 黃世禎
Degree: 碩士
Department: 管理學院 - 管理研究所
Graduate Institute of Management
Thesis Publication Year: 2014
Graduation Academic Year: 102
Language: 中文
Pages: 61
Keywords (in Chinese): 綠建材品牌購買傾向理性行為理論
Keywords (in other languages): Green Building Materials, Brand, Purchase Intention, Theory of Reasoning Action
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  • 健康樂活LOHAS!與每日生活的空間環境有著密集的關聯。但現今的物質文明發展背後,却忽略了更重要的與環境長期互生同榮的關係。居家為住宅之基本需求,若可以進一步在生活環境中增加健康環保的改良因素,如符合綠健材相關標準的材料延伸產品與規劃設計服務等,將可更增進居家健康價值,一起為美好大自然與長期發展增添未來,因此本研究聚焦於健康綠建材之購買傾向,希望藉由研究模型驗證影響消費者購買綠建材傾向的因素。本研究並驗證消費者至實體商家及網路商家購買綠建材傾向的因素。
    本研究探討主要以品牌價值、品牌形象及價格等因素對消費者購買綠建材傾向、至實體商家及網路商家購買綠建材傾向的因果研究。本研究使用調查法以理性行為理論(TRA-Theory of Reasoning Action)為基礎並以國內使用健康綠建材環境空間產品知名業者的商品為樣本作為調查。研究結果經路徑分析後,發現綠建材產業的品牌知覺價值-品質及享樂性會正面影響消費者對品牌的認知並進而影響其購買傾向、至實體店面與網路店面消費傾向。品牌形象及企業歷史也會正面影響消費者對品牌的認知並進而影響其購買傾向及至實體店面與網路店面消費傾向。但關於價格因素無顯著影響消費者之購買傾向及至實體店面與網路店面消費傾向。

    Lifestyles of Health and Sustainability is closely related to our daily living space. However, environmental benefits are often ignored as today's materialistic society continues to progress. A house is among the basic needs of a family. In the process of enhancing the living environment within a house, the improvement of environmental health factors through the purchase of environmental products such as green building materials and the support for green planning services and design will result in a healthy and sustainable living space. This study focuses on the intention of consumers to purchase green building materials from physical and online stores as well as identifies and verifies the factors that influence such intention using a research model.
    By conducting a survey on the usage of green building material products from a well-known local industry based on the theory of reasoning action, this study investigates how brand value, brand image, and price affect the intention of consumers to purchase green building materials from physical and online stores. On the one hand, the perceived brand value, which comprises the quality and enjoyment of brand, positively affects the perception of consumers toward such brand, which in turn affects their intention to purchase green building products from physical and online stores. On the other hand, brand image and corporate history positively affect the perception of consumers toward a brand, which also affects their intention to purchase green building products from physical and online stores. However, the price of a brand does not significantly affect the intention of consumers to purchase green products from physical and online stores.

    第壹章 緒論 第一節 研究背景與研究目的 第二節 產業與個案企業介紹 第貳章 文獻探討 第一節 品牌定位 第二節 理性行為理論 第三節 企業歷史 第四節 研究模型 第參章 研究方法 第一節 研究步驟 第二節 研究方法 第肆章 研究結果 第一節 樣本分析 第二節 模型檢定 第伍章 結論與建議 第一節 結論 第二節 建議 參考文獻 附錄–問卷

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