Responsive image
博碩士論文 etd-0614121-164748 詳細資訊
Title page for etd-0614121-164748
論文名稱
Title
檢視影響客戶對環保餐具使用意圖的因素:整合TPB與AMC觀點
An Examination of Factors Influencing Customers’ Use Intention Towards Reusable Tableware: An Integrated Consideration of TPB and AMC Perspectives
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
80
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
2021-07-06
繳交日期
Date of Submission
2021-07-14
關鍵字
Keywords
計劃行為理論、AMC觀點、環保餐具、使用意圖、使用態度
theory of planned behavior, AMC perspective, reusable tableware, use intention, using attitudes
統計
Statistics
本論文已被瀏覽 425 次,被下載 201
The thesis/dissertation has been browsed 425 times, has been downloaded 201 times.
中文摘要
本研究主要以計劃行為理論為基礎,探討使用態度、群體壓力與使用困難度三個因素對民眾之環保餐具使用意圖的影響,並以察覺-動機-能耐(AMC)觀點為基礎,檢視環境意識、網路購物便利性、價格敏感度三個因素的干擾效果。
研究對象方面,本研究之分析單位為個人層次,共蒐集324份有效問卷,然後運用SPSS 25.0軟體進行描述性統計、變數信度、變數間相關與層級迴歸等分析,同時也應用AMOS統計軟體進行驗證性因素分析(CFA),以檢測變數與整體模型的效度。
經前述統計分析後發現,本研究的整體模型適配度良好。至於影響民眾之環保餐具使用意圖的因素,經檢測後顯示:(1)個人對環保餐具的使用態度對使用意圖有正向影響;(2)個人感受到的群體壓力對環保餐具使用意圖無顯著影響;(3)環保餐具的使用困難度對個人的使用意圖有負向影響;(4)環境意識在使用態度對使用意圖、群體壓力對使用意圖、使用困難度對使用意圖均無顯著干擾效果;(5)網路購物便利性對使用態度和使用意圖之間有正向干擾效果;(6)價格敏感度對群體壓力和使用意圖之間有負向干擾效果、對使用困難度和使用意圖之間有正向干擾效果。
根據上述分析結果,本研究於最末章闡述實務意涵,並提出研究限制與對未來研究之建議,作為提供政府企業及後續研究參考。
Abstract
This study is mainly based on the theory of planned behavior, discussing the relationship between the attitude towards using of reusable tableware, group pressure, difficulty in using reusable tableware, and intention of using behavior. This study is also based on the Awareness-Motivation-Capability (AMC) theory, taking environmental awareness, online shopping convenience, and price sensitivity as moderators. This study would try to examines the moderating effect of three moderators between using attitude, group pressure, difficulty in using eco-friendly tableware and intention of using behavior.
This study takes the individual level as the analysis unit. The research sample was collected from 324 valid questionnaires, and mainly analyzed by the IBM SPSS Statistics 25.0 statistical analysis software for statistical analysis, which includes descriptive statistical analysis, reliability analysis, correlation analysis, and hierarchical regression analysis. In the confirmatory factor analysis (CFA) part, this study uses AMOS statistical software to test the validity of the research model.
According to the analysis results, the empirical results are as follows: (1) Attitude towards using of reusable tableware has a positive relationship with intention of using behavior; (2) Group pressure has a positive relationship with intention of using behavior; (3) Difficulty in using reusable tableware has a negative relationship with intention of using behavior; (4) Environmental awareness has no significant moderate effect; (5) Online shopping convenience would positive moderate the relationship between using attitude, difficulty in using reusable tableware and intention of using behavior; (6) Price sensitivity would negative moderate the relationship between group pressure and intention of using behavior.
Based on the above analysis results, the practical implications are elaborated in the last chapter, and research limitations and suggestions are proposed as a reference for government enterprises and follow-up research.
目次 Table of Contents
論文審定書 i
中文摘要 ii
Abstract iii
圖次 vi
表次 vii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 理論基礎 5
第二節 研究變數 10
第三節 研究假說 20
第四節 環保餐具相關研究 24
第三章 研究設計 26
第一節 研究架構 26
第二節 資料蒐集方法與研究樣本 26
第三節 研究假說彙整 28
第四節 變數操作性定義與問卷設計 28
第五節 資料分析方法 34
第四章 研究發現 36
第一節 信度與效度分析 36
第二節 相關分析 39
第三節 階層迴歸分析 42
第五章 結論與建議 54
第一節 研究結論 54
第二節 研究意涵 56
第三節 研究限制與未來研究方向 58
參考文獻 60
附錄 問卷 68
參考文獻 References
一、 中文部分
方文昌、汪志堅(2010)。電子商務。臺北市 : 智勝文化事業公司。
王玉亭(2017)。綠色美妝保養品購買意願之研究-TPB 模型觀點。淡江大學國際企業學系碩士班學位論文。
王承威(2020)。探討消費者對於綠色環保產品之購買意願。逢甲大學經營管理碩士在職學位學程學位論文。
王郁婷(2012)。環保風興起! 你還沒使用環保杯嗎?中興大學企業管理學系所學位論文。
何冠清、楊開聰、林慧生(2003)。消費者對藥膳餐廳食品品質的態度與飲食行為之研究。餐飲管理學術研討會論文集。頁5-28。
吳俊諺(2019)。大學生環保認知, 環保意識與環保餐具使用意圖之關聯性研究。逢甲大學合作經濟暨社會事業經營學系學位論文。
吳淑鶯、陳瑞和(2006)。計劃行為理論應用於網路書店購買行為之研究。中華管理評論, 9(4),頁 1-23。
李宗熹(2012)。消費者對綠色產品效能認知與實質綠色廣告對購買意願之影響。淡江大學企業管理學系碩士班學位論文。
周雅卿(2018)。手工香皂產品屬性, 知覺價值及價格敏感度關係之研究。台南應用科技大學生活服務產業系生活應用科學碩士班學位論文。
林宥儀(2019)。消費者綠色消費概念與綠色消費行為探討。臺灣大學國際企業學研究所學位論文。
林韋伶(2009)。環保有功小學推展環境教育模式之探討--以民國 91-96 年為例。臺灣師範大學環境教育研究所學位論文。
林學謙(2014)。影響綠色產品設計關鍵因素之研究-以家電用品為例。義守大學工業管理學系學位論文。
范元綱、許鉅秉(2010)。導入綠色價值消費者對綠色產品購買態度影響性之研究。交通大學交通運輸研究所學位論文。
翁大為(2017)。智慧型手錶購買意圖之研究-以 TPB 模型為例。淡江大學國際行銷碩士在職專班學位論文。
翁欣瑋(2013)。職業運動球隊社會責任, 球隊認同對購買意願影響之研究-以統一 7-ELEVEN 獅球隊為例。國立臺灣師範大學運動休閒與餐旅管理研究所學位論文。
張春興(2009)。現代心理學: 現代人研究自身問題的科學。臺北市:東華書局。
莊國泰(1991)。論環境意識的基本內涵。中國環境科學, 11(5),頁 375-379。
郭哲宏(2012)。消費者對運動器材購買意願因素之探討。成功大學國際經營管理研究所碩士在職專班學位論文。
郭曉潔(2019)。消費者綠色家電購買行為之研究—TPB 模型觀點。淡江大學國際行銷碩士在職專班學位論文。
陳子宸(2020)。臺中市限塑政策執行之研究。中興大學國家政策與公共事務研究所學位論文。
陳俊宇(2009)。宗教性, 利他性與主觀規範對於綠色產品購買意願之影響。臺灣大學國際企業學研究所學位論文。
陳莞欣(2019)。贊助了環保食器卻沒使用?6 成人「自己忘記」,2 成 5「本來就有類似容器」。群眾觀點。https://crowdwatch.tw/post/4326/.
陳順宇(2000)。多變量分析。臺北市 : 華泰書局。
彭亭雅(2018)。 大學生拒用一次性餐具行為意向分析。於「第十屆發展研究年會 台灣經驗 2.0: 在地與全球的發展研究與實踐 」發表之論文,載於頁413-434。
曾稚芸(2018)。消費者對行動支付使用意圖之研究-TPB 模型觀點。淡江大學國際行銷碩士在職專班學位論文。
童鈺娟(2014)。探討消費者之環境相關變數, 社會規範及幸福感對綠色商品購買意願之影響。淡江大學管理科學學系碩士班學位論文。
黃政傑(1988)。台灣地區國小, 高中, 大學學生環境意識之調查研究。國立臺灣師範大學教育研究所碩士論文。
楊朝飛(1991)。環境文化的理論與實踐 (上)。中國環境科學, 11(2),頁 133-137。
經濟部統計處。工業產銷存動態調查。https://dmz26.moea.gov.tw/GMWeb/investigate/InvestigateDA.aspx.
葉秀雯(2012)。綠色產品購買態度與意願之研究。屏東科技大學企業管理系所學位論文。
綠色和平減塑專案(2020) 。限塑十年間,塑膠用量反增22.8%。綠色和平。https://www.greenpeace.org/taiwan/press/21876/%e9%99%90%e5%a1%91%e5%8d%81%e5%b9%b4%e9%96%93%ef%bc%8c%e5%a1%91%e8%86%a0%e7%94%a8%e9%87%8f%e5%8f%8d%e5%a2%9e22-8/#_ftn1.
劉以寧(2016)。用行動帶來改變 綠色消費。喀報。https://castnet.nctu.edu.tw/index.
潘則墉(2020)。環保意識與無痕飲食涉入程度對綠色產品購買意願之影響。逢甲大學合作經濟暨社會事業經營學系學位論文。
蔡佛幸(2020)。消費者對剩食餐廳用餐意願之研究。中山醫學大學健康餐飲暨產業管理學系學位論文。
鄭宇茹(2020)。從限塑浪潮中淘金-屬於台灣的限塑商機。臺灣大學新聞研究所學位論文。
戴友榆(2007)。計畫行為理論應用於節約用電之探討-以民宿業為例。臺北護理學院旅遊健康研究所學位論文。
顏恩文(2017)。考慮參考點依賴偏好下補貼政策對綠色產品之影響。臺灣大學工業工程學研究所學位論文。
顏肇慶(2009)。利用原子理論於綠色產品設計。臺灣大學機械工程學研究所學位論文。

二、 外文部分
Abdullah-Al-Mamun, M. K. R., & Robel, S. (2014). A critical review of consumers’ sensitivity to price: managerial and theoretical issues. Journal of International Business and Economics, 2(2), 1-9.
Ajzen, I. (1985). From intentions to actions: A theory of planned behavior Action control (pp. 11-39): Springer.
Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.
Ajzen, I., & Driver, B. L. (1992). Application of the theory of planned behavior to leisure choice. Journal of leisure research, 24(3), 207-224.
Ajzen, I., & Fishbein, M. (1975). A Bayesian analysis of attribution processes. Psychological bulletin, 82(2), 261.
Ajzen, I., & Madden, T. J. (1986). Prediction of goal-directed behavior: Attitudes, intentions, and perceived behavioral control. Journal of experimental social psychology, 22(5), 453-474.
Allen, V. L. (1965). Situational factors in conformity. Advances in experimental social psychology, 2, 133-175.
Allport, G. W. (1935). Attitudes' in Murchison, C (ed.) Handbook of Social Psychology. Clark University Press, Worchester, MA, 798, 844.
Alsmadi, S. (2007). Green marketing and the concern over the environment: measuring environmental consciousness of Jordanian consumers. Journal of Promotion Management, 13(3-4), 339-361.
Anderson, C. H. (1986). Hierarchical moderated regression analysis: A useful tool for retail management decisions. Journal of Retailing.
Arvola, A., Vassallo, M., Dean, M., Lampila, P., Saba, A., Lähteenmäki, L., & Shepherd, R. (2008). Predicting intentions to purchase organic food: The role of affective and moral attitudes in the Theory of Planned Behaviour. Appetite, 50(2-3), 443-454.
Asch, S. E. (1961). Effects of group pressure upon the modification and distortion of judgments Documents of gestalt psychology (pp. 222-236): University of California Press.
Azjen, I. (1980). Understanding Attitudes and Predicting Social Behavior. Englewood Cliffs.
Bhutto, M. H., Tariq, B., Azhar, S., Ahmed, K., Khuwaja, F. M., & Han, H. (2020). Predicting consumer purchase intention toward hybrid vehicles: testing the moderating role of price sensitivity. European Business Review.
Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2006). Consumer behavior, 10. Aufl., Mason.
Bolton, R. N. (1989). The robustness of retail-level price elasticity estimates. Journal of Retailing, 65(2), 193-219.
Brashear, T. G., Kashyap, V., Musante, M. D., & Donthu, N. (2009). A profile of the Internet shopper: Evidence from six countries. Journal of Marketing Theory and Practice, 17(3), 267-282.
Breckler, S. J. (1984). Empirical validation of affect, behavior, and cognition as distinct components of attitude. Journal of personality and social psychology, 47(6), 1191.
Brown, L. G. (1989). The strategic and tactical implications of convenience in consumer product marketing. Journal of consumer marketing.
Brown, M., Pope, N., & Voges, K. (2003). Buying or browsing? An exploration of shopping orientations and online purchase intention. European journal of marketing.
Chen, M.-J. (1996). Competitor analysis and interfirm rivalry: Toward a theoretical integration. Academy of management review, 21(1), 100-134.
Chiang, K.-P., & Dholakia, R. R. (2003). Factors driving consumer intention to shop online: an empirical investigation. Journal of Consumer psychology, 13(1-2), 177-183.
Dai, B. (2007). The impact of online shopping experience on risk perceptions and online purchase intentions: the moderating role of product category and gender.
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management science, 35(8), 982-1003.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 28(3), 307-319.
Erdil, M. (2018). UNDERSTANDING THE DRIVERS OF GENERATION Y CONSUMERS’GREEN PURCHASE INTENTION: PRICE SENSITIVITY AS A MODERATING VARIABLE. Journal of Business Economics and Finance, 7(1), 89-100.
Fang, W.-T., Ng, E., Wang, C.-M., & Hsu, M.-L. (2017). Normative beliefs, attitudes, and social norms: People reduce waste as an index of social relationships when spending leisure time. Sustainability, 9(10), 1696.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
Gabor, A., & Granger, C. (1979). Price sensitivity of the consumer. Management Decision.
Girard, T., Korgaonkar, P., & Silverblatt, R. (2003). Relationship of type of product, shopping orientations, and demographics with preference for shopping on the Internet. Journal of Business and Psychology, 18(1), 101-120.
Global, T. (2008). Our green world: An international survey covering 17 countries into how green we really are. London: TNS Global. Available from: www. tns-global. es/docs/docs_soluciones_, 283.
Gärdenfors, P. (1979). Forecasts, decisions and uncertain probabilities. Erkenntnis, 14(2), 159-181.
Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate Data Analysis Prentice Hall. Upper Saddle River, NJ, 730.
Han, H., Hsu, L.-T. J., & Sheu, C. (2010). Application of the theory of planned behavior to green hotel choice: Testing the effect of environmental friendly activities. Tourism management, 31(3), 325-334.
Hines, J. M., Hungerford, H. R., & Tomera, A. N. (1987). Analysis and synthesis of research on responsible environmental behavior: A meta-analysis. The Journal of environmental education, 18(2), 1-8.
Hiramatsu, A., Kurisu, K., & Hanaki, K. (2016). Environmental consciousness in daily activities measured by negative prompts. Sustainability, 8(1), 24.
Hopper, J. R., & Nielsen, J. M. (1991). Recycling as altruistic behavior: Normative and behavioral strategies to expand participation in a community recycling program. Environment and behavior, 23(2), 195-220.
Hoyer, W. D., MacInnis, D. J., & Pieters, R. (2001). Consumer behavior: Boston: Houghton Mifflin Company.
Hsu, C.-L., Chang, C.-Y., & Yansritakul, C. (2017). Exploring purchase intention of green skincare products using the theory of planned behavior: Testing the moderating effects of country of origin and price sensitivity. Journal of Retailing and Consumer Services, 34, 145-152.
Hsu, H.-T. (2019). The Influence of Message Framing on Consumer’s Attitude and Perception-Taking Bamboo Straw as an Example. National Cheng Kung University,Department of Business Administration, 1-73.
Huber, J., Holbrook, M. B., & Kahn, B. (1986). Effects of competitive context and of additional information on price sensitivity. Journal of Marketing Research, 23(3), 250-260.
Jiang, L. A., Yang, Z., & Jun, M. (2013). Measuring consumer perceptions of online shopping convenience. Journal of Service management.
Juster, F. T. (1974). Savings behavior, uncertainty and price expectations. The Economic Outlook for, 49-70.
Kanetkar, V., Weinberg, C. B., & Weiss, D. L. (1992). Price sensitivity and television advertising exposures: Some empirical findings. Marketing Science, 11(4), 359-371.
Kang, J., Liu, C., & Kim, S. H. (2013). Environmentally sustainable textile and apparel consumption: the role of consumer knowledge, perceived consumer effectiveness and perceived personal relevance. International Journal of consumer studies, 37(4), 442-452.
Kang, J., Tang, L., & Bosselman, R. (2011). Changes of coffee consumption behaviors in Korea: The effects of image congruity toward brand name coffee shops on customer attitude and repurchase intention.
Kelman, H. C. (1958). Compliance, identification, and internalization three processes of attitude change. Journal of conflict resolution, 2(1), 51-60.
Kelman, H. C. (2006). Interests, relationships, identities: Three central issues for individuals and groups in negotiating their social environment. Annu. Rev. Psychol., 57, 1-26.
Kiang, M. Y., Raghu, T., & Shang, K. H.-M. (2000). Marketing on the Internet—who can benefit from an online marketing approach? Decision Support Systems, 27(4), 383-393.
Kim, S., & Seock, Y. K. (2009). Impacts of health and environmental consciousness on young female consumers' attitude towards and purchase of natural beauty products. International Journal of consumer studies, 33(6), 627-638.
Kim, Y., & Han, H. (2010). Intention to pay conventional-hotel prices at a green hotel–a modification of the theory of planned behavior. Journal of Sustainable Tourism, 18(8), 997-1014.
Kim, Y. J., Njite, D., & Hancer, M. (2013). Anticipated emotion in consumers’ intentions to select eco-friendly restaurants: Augmenting the theory of planned behavior. International Journal of Hospitality Management, 34, 255-262.
Korrapat, T. (2011). Examining the Moderating Mechanisms between Perceived Nutritional Value and Purchase Intention toward Edible Bird’s Nest in Thailand: The Awareness-Motivation-Capability Perspective. Unpublished Doctoral Dissertation,National Cheng Kung University,Institute of International Management, 1-93.
Krishnamurthi, L., & Raj, S. P. (1985). The effect of advertising on consumer price sensitivity. Journal of Marketing Research, 22(2), 119-129.
Laroche, M., & Howard, J. A. (1980). Nonlinear relations in a complex model of buyer behavior. Journal of consumer research, 6(4), 377-388.
Lascu, D.-N., & Zinkhan, G. (1999). Consumer conformity: review and applications for marketing theory and practice. Journal of Marketing Theory and Practice, 7(3), 1-12.
Lichtenstein, D. R., Bloch, P. H., & Black, W. C. (1988). Correlates of price acceptability. Journal of consumer research, 15(2), 243-252.
Morris, M. G., & Dillon, A. (1997). How user perceptions influence software use. IEEE software, 14(4), 58-65.
Morwitz, V. G., & Schmittlein, D. (1992). Using segmentation to improve sales forecasts based on purchase intent: Which “intenders” actually buy? Journal of Marketing Research, 29(4), 391-405.
Nayak, L. U., Priest, L., & White, A. P. (2010). An application of the technology acceptance model to the level of Internet usage by older adults. Universal Access in the Information Society, 9(4), 367-374.
OECD. (1999). The economic and social impact of electronic commerce, Paris.
Peterson, R. A., Balasubramanian, S., & Bronnenberg, B. J. (1997). Exploring the implications of the Internet for consumer marketing. Journal of the Academy of Marketing science, 25(4), 329-346.
Rahman, K. M., & Haque, M. (2011). Exploring price sensitivity of a green brand: a consumers’ perspective. World Review of Business Research, 1(2), 84-97.
Rannikko, P. (1996). Local environmental conflicts and the change in environmental consciousness. Acta sociologica, 39(1), 57-72.
Rice, R. E., Grant, A. E., Schmitz, J., & Torobin, J. (1990). Individual and network influences on the adoption and perceived outcomes of electronic messaging. Social networks, 12(1), 27-55.
Rong-Da Liang, A., & Lim, W. M. (2011). Exploring the online buying behavior of specialty food shoppers. International Journal of Hospitality Management, 30(4), 855-865.
Schiffman, L. G., & Kanuk, L. L. (2009). Consumer behavior. Harlow, England: Prentice Hall.
Schlegelmilch, B. B., Bohlen, G. M., & Diamantopoulos, A. (1996). The link between green purchasing decisions and measures of environmental consciousness. European journal of marketing.
Schultz, P. W., & Zelezny, L. (1999). Values as predictors of environmental attitudes: Evidence for consistency across 14 countries. Journal of environmental psychology, 19(3), 255-265.
Skouteris, H. (2005). Chapter 7: Social Influence. Pearson Education Australia: Heinemann Psychology One: Student Pack.
Smith, R. E., & Swinyard, W. R. (1982). Information response models: An integrated approach. Journal of Marketing, 46(1), 81-93.
Sun, Y., & Lin, S. (2019). A feasibility study on the transformation and sustainable development of “disposable tableware” in Taiwan night market. Paper presented at the International Conference on Human-Computer Interaction.
Sun, Y., Wang, S., Gao, L., & Li, J. (2018). Unearthing the effects of personality traits on consumer’s attitude and intention to buy green products. Natural Hazards, 93(1), 299-314.
Taylor, S., & Todd, P. A. (1995). Understanding information technology usage: A test of competing models. Information systems research, 6(2), 144-176.
Tellis, G. J. (1988). The price elasticity of selective demand: A meta-analysis of econometric models of sales. Journal of Marketing Research, 25(4), 331-341.
Teng, C.-C., & Lu, C.-H. (2016). Organic food consumption in Taiwan: Motives, involvement, and purchase intention under the moderating role of uncertainty. Appetite, 105, 95-105.
Tsao, W.-C., & Chang, H.-R. (2010). Exploring the impact of personality traits on online shopping behavior. African journal of business management, 4(9), 1800-1812.
Wilkie, W. L. (1994). Consumer behavior: New York: Wiley.
Wong, V., Turner, W., & Stoneman, P. (1996). Marketing strategies and market prospects for environmentally‐friendly consumer products 1. British Journal of Management, 7(3), 263-281.
Yadav, R., & Pathak, G. S. (2016). Young consumers' intention towards buying green products in a developing nation: Extending the theory of planned behavior. Journal of Cleaner Production, 135, 732-739.
電子全文 Fulltext
本電子全文僅授權使用者為學術研究之目的,進行個人非營利性質之檢索、閱讀、列印。請遵守中華民國著作權法之相關規定,切勿任意重製、散佈、改作、轉貼、播送,以免觸法。
論文使用權限 Thesis access permission:校內校外完全公開 unrestricted
開放時間 Available:
校內 Campus: 已公開 available
校外 Off-campus: 已公開 available


紙本論文 Printed copies
紙本論文的公開資訊在102學年度以後相對較為完整。如果需要查詢101學年度以前的紙本論文公開資訊,請聯繫圖資處紙本論文服務櫃台。如有不便之處敬請見諒。
開放時間 available 已公開 available

QR Code