博碩士論文 etd-0110115-173344 詳細資訊


[回到前頁查詢結果 | 重新搜尋]

姓名 許藝騰(I-Teng Hsu) 電子郵件信箱 E-mail 資料不公開
畢業系所 公共事務管理研究所(Public Affairs Management)
畢業學位 碩士(Master) 畢業時期 103學年第1學期
論文名稱(中) 當綠建築遇上社會行銷-高雄厝文宣之4P行銷效果評估
論文名稱(英) How Marketing Materials for Kaohsiung LOHAS Building Affect the Public's Attitude from the Viewpoint of Social Marketing 4Ps
檔案
  • etd-0110115-173344.pdf
  • 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

    紙本論文:立即公開

    電子論文:校內校外完全公開

    論文語文/頁數 英文/178
    統計 本論文已被瀏覽 5651 次,被下載 776 次
    摘要(中) 高雄厝計畫是一個以綠建築概念為主體的地區性綠建築住宅發展計畫。同時高雄厝也是一種對環境永續、減少碳排放與降低生態負荷有所幫助的建築型態。高雄市政府運用行銷的技術和原則進行宣導,讓民眾自願接受高雄厝,以提升整體環境品質,此與社會行銷的概念和目的相同。由歷年資料得知,高雄厝計畫文宣是民眾最容易獲得相關資料的管道,然而對於高雄厝文宣之宣傳效果以及社會行銷在高雄厝計畫當中之角色的相關研究幾乎沒有。故本研究採用社會行銷4P之角度來探討高雄厝計畫文宣對於民眾態度產生之影響。並藉由研究結果提供文宣之改善建議,以達到推廣節能減碳、環境永續與生態保護之目的。
    本研究採單ㄧ組前後測之準實驗設計,以中山大學公事所21位學生作為研究對象,進行共計30分鐘之準實驗。並搭配前後測問卷來比較受測者在實驗前和實驗後所產生的態度變化,以及了解不同背景變項對受測者態度之關係。
    研究結果發現:
    1. 聽過高雄厝或高雄厝計畫的受測者僅佔全體受測者的14.3%。此結果顯示多數人仍未聽過高雄厝計畫,相關宣傳和推廣仍有加強空間。
    2. 受測者的不同背景變項無論是性別的不同、環保參與經驗的有無、居住在都市還是鄉村、以及住在高密度住宅或低密度住宅,對受測者的高雄厝態度皆無顯著影響。即不同背景變項之受測者對高雄厝之態度並無顯著差異。
    3. 受測者瀏覽過高雄厝文宣後,對高雄厝計畫之態度有顯著正面提升。顯著提升的層面包含認知、情感、行為以及社會行銷4P中的需求滿足(Product)、成本代價(Price)和途徑便捷(Place)。
    依據研究結果,高雄厝計畫文宣對民眾之社會行銷效果甚為良好,但仍須加強提供之資訊內容並搭配更多樣的宣傳方式以達到最佳的宣傳效果。
    摘要(英) Kaohsiung LOHAS (Lifestyles of Health and Sustainability) Building Label Project is a Taiwanese regional building development project based on the concept of green building considering energy saving, environmental friendly, and waste reduction. This project encourages people to accept and to modify their attitude toward Kaohsiung LOHAS Building voluntarily as the concept of social marketing. However, researches about Kaohsiung LOHAS Building from perspective of social marketing and marketing materials are none. Because the social benefits contained, the concept of social marketing 4Ps was used to form this study. Then, the subjects’ attitude change toward Kaohsiung LOHAS Building Label Project were analyzed after viewing marketing materials. Finally, the goal of this study as promoting Kaohsiung LOHAS Building for better environmental sustainability could be accomplished by providing suggestions on marketing materials.
    One group pre-experiment & post-experiment design of quasi-experiment was conducted to 21 subjects in 30 minutes with marketing materials of Kaohsiung LOHAS Building Label Project. The research findings are:
    1. Few subjects have heard Kaohsiung LOHAS Building or Kaohsiung LOHAS Building Label Project.
    2. No matter what the demographics the subjects have, their attitude toward Kaohsiung LOHAS Building Label Project shows no significant difference.
    3. Marketing materials of Kaohsiung LOHAS Building Label Project have positive influence on changing subjects’ attitude in social marketing 4P dimensions.
    According to the result, the promotional effectiveness of Kaohsiung LOHAS Building’s marketing materials is quite good. However, several improvements on marketing materials are acquired for achieving the better public awareness.
    關鍵字(中)
  • 準實驗
  • 文宣
  • 社會行銷
  • 綠建築
  • 高雄厝
  • 關鍵字(英)
  • Quasi-experiment
  • Marketing Material
  • Social Marketing
  • Green Building
  • Kaohsiung LOHAS Building
  • 論文目次 論文審定書 ……………………………………………………………………………. i
    Acknowledgment ……………………………………………………...…………….... ii
    Chinese Abstract (中文摘要) ...………………………………………..………………. iii
    Abstract ………………………………………………………….…….………………. iv
    Chapter 1: Introduction ……………………………………………………..………….. 1
     1.1 Background ……………………………………………………………..……….. 1
     1.2 Research Motivation ………………………………………………………..……. 8
     1.3 Research Purpose …………………………………………………………..…….. 9
     1.4 Research Process ……………………………………………………………….. 10
    Chapter 2: Literature Review …..……………………………………………………... 11
     2.1 Development of Green Building Concept ………………...……..……..……….. 11
     2.2 Introduction of Kaohsiung LOHAS Building Label Project ……..…………….. 27
     2.3 The Importance and the Role of Social Marketing ……………………………... 34
     2.4 Definition and Assessment of Attitude …………………………………………. 49
    Chapter 3: Research Method ………………………………….……………………….. 53
     3.1 The Design of this Research …………………………………………….……… 53
     3.2 Conceptual Framework …………………………………………………………. 55
     3.3 Subjects of the Experiment……………………………………………………… 56
     3.4 Materials of the Experiment …………………………………………................. 56
     3.5 Questionnaire Design …………………………………...……………………… 63
     3.6 Data Analysis ………………………………………...…………………………. 85
    Chapter 4: Result Analysis ……………………………………...…………………….. 86
     4.1 The Item Analysis for the Formal Questionnaires …………………………….... 91
     4.2 The Validity and Reliability Analysis for the Formal Questionnaires …………. 102
     4.3 The Analysis of Subjects’ Attitude before Experiment ………………………... 115
     4.4 Analyses of the Attitude Difference between pre- and post- Experiment …….. 119
     4.5 Analyses of Subjects’ Attitude with Demographic Variables after Experiment .. 127
    Chapter 5: Conclusions and Suggestions …………………………………………….. 132
     5.1 Research Findings ……………………………………………………………... 132
     5.2 Suggestions ……………………………………………………………………. 137
     5.3 Limitations of this Study ………………………………………………………. 139
     5.4 Recommendations for Future Research .……………………………………… 140
    References …………………………………………………………………………… 141
    Appendix …………………………………………………………………………….. 148
     Appendix.1: Formal Pre-experiment Questionnaire ……………….……………… 148
     Appendix.2: Formal Post-experiment Questionnaire ……………………………... 152
     Appendix.3: Formal Pre-experiment Questionnaire (Chinese) …….……………… 155
     Appendix.4: Formal Post-experiment Questionnaire (Chinese) …….……………. 159
     Appendix.5: DM of Kaohsiung LOHAS Building Label Project …….…………… 162
     Appendix.6: Poster of Kaohsiung LOHAS Building Label Project …….………… 167
    參考文獻 In English
    Ajzen, I., & Fishbein, M. (1977). Attitude-behavior relations: A theoretical analysis and review of empirical research. Psychological bulletin, 84(5), 888-918.
    Andreasen, A. R. (2002). Marketing social marketing in the social change marketplace. Journal of Public Policy & Marketing, 21(1), 3-13.
    Boone, L. E., & Kurtz, D. L. (1989). Contemporary Marketing- 6th edition. Orlando, FL: The Dryden Press.
    Chen, T. B., & Chai, L. T. (2010). Attitude towards the environment and green products: Consumers’ perspective. Management Science and Engineering, 4(2), 27-39.
    Dann, S. (2010). Redefining social marketing with contemporary commercial marketing definitions. Journal of Business Research, 63(2), 147-153. DOI: 10.1016/j.jbusres.2009.02.013
    Douthwaite, R. (1992). The Growth Illusion: How Economic Growth Enriched the Few, Impoverished the Many and Endangered the Planet. Gabriola Island, Canada: New Society.
    Drucker, P. F. (1973). Management: Tasks, Responsibilities, Practices. New York, NY: Harper & Row.
    Environmental Protection Agency. (2014). Definition of Green Building [Online public article]. Retrieved from http://www.epa.gov/greenbuilding/pubs/about.htm#5
    Environmentally Symbiotic Housing Promotion Council. (2014). Objectives of Environmentally Symbiotic Housing [Online public article]. Retrieved from http://www.kkj.or.jp/contents/english/index.html
    Field, Andy P. (2007). Discovering statistics using SPSS. London, England: SAGE.
    Fine, S. H. (1990). Social marketing: Promoting the causes of public and nonprofit agencies. Boston, MA: Allyn and Bacon.
    Fox, K. F., & Kotler, P. (1980). The marketing of social causes: the first 10 years. The Journal of Marketing, 24-33.
    Gordon, R. (2011). Re-thinking and re-tooling the social marketing mix. Australasian Marketing Journal, 20, 122-126. DOI: 10.1016/j.ausmj.2011.10.005
    Grönroos, C. (1994). From marketing mix to relationship marketing: towards a paradigm shift in marketing. Management decision, 32(2), 4-20.
    Hair, J. F., Tatham, R. L., Anderson, R. E., & Black, W. (2006). Multivariate data analysis (Vol. 6). Upper Saddle River, NJ: Pearson Prentice Hall.
    Hastings, G. (2007). Social marketing: Why should the devil have all the best tunes?. Oxford, England: Butterworth-Heinemann.
    Hastings, G., Angus, K., & Bryant, C. (Eds.). (2011). The SAGE handbook of social marketing. London, England: SAGE.
    Hopwood, B., Mellor, M., & O'Brien, G. (2005). Sustainable development: mapping different approaches. Sustainable development, 13(1), 38-52.
    Howe, J. C. (2010). Overview of green buildings. National Wetlands Newsletter, 33(1), 3-14.
    IUCN, U., & WWF (1980). World conservation strategy: Living resource conservation for sustainable development. Gland, Switzerland: IUCN.
    Kotler, P. (1986). Principle of marketing – 3rd edition. Eaglewood Cliffs, NJ: Prentice-Hall.
    Kotler, P., Kartajaya, H., & Setiawan, I. (2010). Marketing 3.0: From products to customers to the human spirit. Hoboken, NJ: John Wiley & Sons.
    Kotler, P., & Levy, S. J. (1969). Broadening the concept of marketing. Journal of Marketing, 33(1), 10-15.
    Kotler, P., & Lee, N. R. (2008). Social Marketing: Influencing behaviors for good – 3rd edition. Thousand Oaks, CA: SAGE.
    Kotler, P., Roberto, N., & Lee, N. R. (2002). Social Marketing: Improving the Quality of Life – 2nd edition. Thousand Oaks, CA: SAGE.
    Kotler, P., & Zaltman, G. (1971). Social marketing: an approach to planned social change. Journal of Marketing, 36, 3-12.
    Kurtz, D. L., & Boone, L. E. (1987). Marketing. Chicago, IL: The Dryden Press.
    Levitt, T. (2004). Marketing myopia. Harvard Business Review, 82(7/8), 138-149.
    Luck, D. J. (1974). Social marketing: Confusion compounded. The Journal of Marketing, 70-72.
    McCarthy, E. J. (1960). Basic Marketing: A Managerial Approach. Homewood, IL: Irwin.
    Nelson, A., Rakau, O., & Dörrenberg, P. (2010). Green buildings: a niche becomes mainstream. Deutsche Bank Research.
    Santamouris, M. (2001). Energy and climate in the urban built environment. London, England: James & James.
    Solomon, M. R. (2011). Consumer Behavior: buying, having, and being 9th edition. Upper Saddle River, NJ: Pearson.
    Sustainable Building Task Force. (2003). The costs and financial benefits of green buildings. (Sustainable Building Task Force Report, October). Retrieved from http://www.discountpdh.com/course/greenleed/Cost_and_benefit_of_green_building.pdf
    Takas, A. (1974). Societal marketing: a businessman's perspective. The Journal of Marketing, 2-7.
    Vierra, S. (2014). Green Building Standards and Certification Systems [Online public article]. Retrieved from http://www.wbdg.org/resources/gbs.php
    Wang, W., Zmeureanu, R, & Rivard, H. (2005, November). Applying multi-objective genetic algorithms in green building design optimization. Building and Environment, 40(11), 1512-1525. DOI: 10.1016/j.buildenv.2004.11.017
    WCED, U. (1987). Report of world commission on environment and development: Our common future. Oxford, England: Oxford University Press.
    Woolley, T., Kimmins, S., Harrison, P., & Harrison, R. (1997). Green building handbook Volume 1 - a guide to building products and their impact on the environment. London, England: E & FN Spon.
    In Chinese
    Architecture and Building Research Institute. (2008). Eco-City and Green Building Promotion Program. Taipei, Taiwan: Ministry of the Interior of Taiwan.
    Architecture and Building Research Institute. (2013). Green Building Label [Online public governmental article]. Retrieved from http://green.abri.gov.tw/art-en.php?no=61&SubJt=Green+Building+Label
    Architecture and Building Research Institute. (2014). Green building evaluation manual for residential building - 2015 edition. New Taipei, Taiwan: ABRI.
    Chang, Kuei-Feng, Chiang, Che-Ming, Chou, Po-Cheng, & Kuo, Yi-Chun. (2005). A comparative analysis of international sustainable building assessment between GBTOOL and CASBEE. Shu-Te Technology Review, 7(1), 55-68.
    Chen, Fung-Yiao. (2012). Talking about the value and the price of green buildings. Land Economics Press, 35, 1-3.
    Chen, Han-Taw. (2005). Measurement of the optical and thermal performance data for the insulating glass (NSC Project Report No. NSC-94-2212-E-006-1022). Retrieved from http://ir.lib.ncku.edu.tw/handle/987654321/140714
    Chen, Jien-Huey. (2009). The classification model of energy use intensity based on building function types. (Master’s thesis, National Cheng Kung University, Taiwan). Retrieved from http://handle.ncl.edu.tw/11296/ndltd/91506141580143510032
    Chen, Jing-Yi. (2003). The Study of Knowledge, Attitude and Behavior of Fifth and Sixth Green Consumption. (Master’s thesis, National Hsinchu University of Education, Hsinchu, Taiwan). Retrieved from http://handle.ncl.edu.tw/11296/ndltd/97362680716661913694
    Chen, Ling-Chih. (2012). Social marketing in ritual custom context: An example from the ghost money burning reduction policy in Kaohsiung. (Master’s thesis, National Sun Yat-sen University, Kaohsiung, Taiwan). Retrieved from http://handle.ncl.edu.tw/11296/ndltd/36194836985251910774
    Chen, Yu-Luen. (2014). Influence of implementing design of intelligence green buildings on congregate housing price -an application to Banqiao district, New Taipei City. (Master’s thesis, Chinese Culture University, Taipei, Taiwan). Retrieved from http://ir.lib.pccu.edu.tw/handle/987654321/28284
    Chou, Po-Cheng, Huang, Chih-Ming, Tseng, Pin-Chieh & Larsson, N. (2013). The study on the Kaohsiung LOHAS Building sustainability environmental performance evaluation with international standards. Journal of interior and architectural design, 15, 27-34.
    Huang, Yen-Wen. (2007). A Research of Green Consumption Behavior for College Students:An Example of the Students of Taipei Municipal University of Education. (Master’s thesis, University of Taipei, Taipei, Taiwan). Retrieved from http://handle.ncl.edu.tw/11296/ndltd/66305067358631756115
    Huang, Yu-Ti. (2011). A study on the awareness and promotional direction of green buildings. (Master’s thesis, Chung Hua University, Hsinchu, Taiwan). Retrieved from http://handle.ncl.edu.tw/11296/ndltd/31102960033536641541
    Hung, Shu-Wen. (2013). The Study of Cognition and Attitude of Residents in Kaohsiung City towards the Executing of Green Roof Buildings. (Master’s thesis, National Kaohsiung Normal University, Kaohsiung, Taiwan).
    Jiang, Zhan-Kui. (1993). Organizational Behavior and Administrative Management. Taipei, Taiwan: Hybooks.
    Li, Wen-Jie. (2013). Promotion of Green Building Policy for Private Buildings. (Master’s thesis, National Taiwan University, Taipei, Taiwan). Retrieved from http://handle.ncl.edu.tw/11296/ndltd/29470210156414885531
    Lin, Hsien-Te. (2011a). Green architecture: an Asian perspective. Taipei, Taiwan: Chan’s Arch-Publishing.
    Lin, Hsien-Te. (2011b, April). The achievement of Taiwan’s green building policy. Science Development, 460, 6-13
    Liu, Hsien-Su. (2004). Cost analysis of the green building design. (Master’s thesis, National Central University, Taoyuan, Taiwan). Retrieved from http://thesis.lib.ncu.edu.tw/ETD-db/ETD-search-c/view_etd?URN=91332019
    Lu, Yu-Wen. (2012). Cost analysis and comparison for green buildings. (Master’s thesis, National Cheng Kung University, Tainan, Taiwan). Retrieved from http://ir.lib.ncku.edu.tw/handle/987654321/122211
    Luo, Bo-Ming. (2002). Green Product’s Consumption Behavior Study:A Case of College Student in Yunlin and Chiayi Area. (Master’s thesis, Nanhua University, Taiwan). Retrieved from http://handle.ncl.edu.tw/11296/ndltd/17780690795005214813
    Public Works Bureau of Kaohsiung City Government. (2013). 2013 Kaohsiung LOHAS building results. Kaohsiung, Taiwan: Public Works Bureau of Kaohsiung City Government.
    Shan, Ming-Yang & Chang, Ming-Feng. (2007, December 13). Construction of sustainability school for green building of biodiversity index - a case study in Kaohsiung city. Paper presented at the Conference on Taiwan Sustainable Development for Environmental Resources, Taoyuan, Taiwan (pp.17-34). Taoyuan, Taiwan: Taiwan Association of Sustainable Development for Environment & Resources.
    Tang, Chih-Min. (2005). The study of global sustainable development and the green school buildings planning. Journal of Education & Psychology, 28(3), 435-467.
    Wang, Po-Wei, Huang, Jen-Jen, Tang, Hsiao-Lan, Yeh, Gwo-Liang, & Tseng, Chie-Chien. (2009). A case study on knowledge, attitude, and behavioral intention related to green consumption and related factors for 7th~9th students on one school in Taipei city. Chinese Journal of Science Education, 17(3), 255-274.
    Wen, Ya-Kuei. (2003). Consumers' attitude toward the enforcement of green building labeling in residential buildings: via green consumption perspective. (Master’s thesis, National Taiwan University, Taipei, Taiwan). Retrieved from http://handle.ncl.edu.tw/11296/ndltd/96689872503277087114
    Wu, Min-Long. (2010). SPSS Operation and Application – Practice & Analysis of Variance 2nd edition. Taipei, Taiwan: Wunan.
    Yan, Dong-Jenn, Kao, Ming-Rea, & Huang, Chao-shun. (2011). Green building marketing. National Open University Press, 455, 148-157.
    Yen, Hsueh-Ju. (2014). Research on cognition and attitude of elementary school teachers on campus green building in Tainan City. (Master’s thesis, National University of Tainan, Tainan, Taiwan). Retrieved from http://handle.ncl.edu.tw/11296/ndltd/55306736284228353195
    口試委員
  • 賴啟銘 - 召集委員
  • 董建宏 - 委員
  • 郭瑞坤 - 指導教授
  • 口試日期 2015-01-20 繳交日期 2015-02-10

    [回到前頁查詢結果 | 重新搜尋]


    如有任何問題請與論文審查小組聯繫