博碩士論文 etd-0614121-164748 詳細資訊


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姓名 陳俐安(Li-An Chen) 電子郵件信箱 E-mail 資料不公開
畢業系所 企業管理學系研究所(Department of Business Management)
畢業學位 碩士(Master) 畢業時期 109學年第2學期
論文名稱(中) 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
論文名稱(英) An Examination of Factors Influencing Customers’ Use Intention Towards Reusable Tableware: An Integrated Consideration of TPB and AMC Perspectives
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    摘要(中) 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。
    摘要(英) 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.
    關鍵字(中)
  • 計劃行為理論
  • AMC觀點
  • 環保餐具
  • 使用意圖
  • 使用態度
  • 關鍵字(英)
  • theory of planned behavior
  • AMC perspective
  • reusable tableware
  • use intention
  • using attitudes
  • 論文目次 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
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    口試委員
  • 施智婷 - 召集委員
  • 李慶芳 - 委員
  • 林豪傑 - 指導教授
  • 口試日期 2021-07-06 繳交日期 2021-07-14

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