請用此 Handle URI 來引用此文件：
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/87916完整後設資料紀錄
| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 連勇智 | zh_TW |
| dc.contributor.advisor | Yung-Chih Lien | en |
| dc.contributor.author | 洪上茗 | zh_TW |
| dc.contributor.author | Shang-Ming Hung | en |
| dc.date.accessioned | 2023-07-31T16:17:43Z | - |
| dc.date.available | 2023-11-09 | - |
| dc.date.copyright | 2023-07-31 | - |
| dc.date.issued | 2023 | - |
| dc.date.submitted | 2023-06-28 | - |
| dc.identifier.citation | 資誠聯合會計師事務所 (2022)。PwC Taiwan 發佈《2022全球消費者洞察報告》：消費者做好準備 因應供應鏈問題和通膨升溫。上網日期：2023年4月10日。檢自：https://www.pwc.tw/zh/news/press-release/press-20220615.html。
林芳穎(2022)。韓MZ世代講求環保 無標籤商品成市場新寵。上網日期：2023年4月10日。檢自：https://news.tvbs.com.tw/world/1712894。 李淑清(2002)。家庭因素對家庭綠色消費傾向影響之研究－以鳳山市家計單位為對象。私立義守大學管理科學研究所碩士論文，高雄市。 王介村(2023)。《全球減塑公約》第2次談判開幕 籲終止每年4億噸塑膠污染。上網日期：2023年6月2日。檢自：https://news.pts.org.tw/article/639041。 Aaker, D. (1996). Measuring Brand Equity Across Products and Markets. California Management Review, Vol.38, No.3, 102-120. Akturan, U. (2018). How does green washing affect green branding equity and purchase intention? An empirical research. Marketing Intelligence & Planning. Vol. 36, No. 7, 809-824. Babin, Barry J, David M Hardesty, and Tracy A Suter. (2003). Color and Shopping Intentions: The Intervening Effect of price Fairness and Perceived Affect, Journal of Business Research, 56(7), 541-551. Bloemer, J. M. and H. D. Kasper. (1996). The Complex Relationship Between Consumer Satisfaction and Brand Loyalty, Journal of Economic Psychology, Vol.16, 311-329 Chang, Tung-Zong and Albert R. Wildt (1994). Price, Product Information, and Purchase Intention: An Empirical Study, Journal of the Academy of Marketing Science, Vol. 22, 16-27. Dodds, W.B., K. B. Monroe, and D. Grewal. (1991). The Effects of Price, Brand, and Store Information on Buyer’s Product Evaluations. Journal of Marketing Research, Vol. 28, No.3, 307-319. Dharmadhikari, S. (2012). Eco-friendly packaging in supply chain. The IUP Journal of Supply Chain Management, Vol. IX, No.2. 7-18. Gaganpreet Singh and Neeraj Pandey. (2018). The determinants of green packaging that influence buyers’ willingness to pay a price premium. Australasian Marketing Journal. 26, 221–230. Gustafson, T., & Chabot, B. (2007). Brand Awareness. Cornell Maple Bulletin, 105. Liao, Ying-Kai, Wann-Yih Wu, and Thi-That Pham. (2020). Examining the Moderating Effects of green Marketing and Green Psychological Benefits on Customers’ Green Attitude, Value and Purchase Intention. Sustainability, Vol.12, No.28, 7461. Hoyer, W. D., and Brown, S.P. (1990). Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product. Journal of Consumer Research, Vol.17, No.2, 141-148. Hong, Zhaofu, Hao Wang, and Yugang Yu (2018). Green Product Pricing with Non-Green Product Reference. Transportation Research Part E: Logistics and Transportation Review, 115, 1-15. Hao, Yu, Hao Liu, Hongjie Chen, Yanhau Sha, Hanfeng Ji, and Jiajia Fan (2019). What Affect Consumers’ Willingness to Pay for Green Packaging? Evidence from China. Resources, Conservation and Recycling, 141, 21-29. Klein, B., and Leffler, K.B., (1981). The role of market forces in assuring contractual performance. Journal of Political Economy. Vol. 89, No.4, 615–641. Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. The Journal of Marketing, Vol.57, No.1, 1-22. Ki-Joon Back, and Sara C. Parks (2003). A Brand Loyalty Model Involving Cognitive, Affective, and Conative Brand Loyalty and Customer Satisfaction. Journal of Hospitality and Tourism Research. 27(4), 419-435. DOI:10.1177/10963480030274003 Marn, M. V., Roegner, E. V., & Zawada, C. C. (2004). The Price Advantage. Vol. 286. Mullet, G.M., and Karson, M. J. (1985). Analysis of purchase intent scales weighted by probability of actual purchase. Journal of Marketing Research, 22(1), 93-96. Muhammad Ehsan Malik, Muhammad Mudasar Ghafoor, Hafiz Kashif Iqbal, & Usman Riaz, Noor ul Hassan, Muhammad Mustafa & Saleh Shahbaz (2013). Importance of Brand Awareness and Brand Loyalty in assessing Purchase Intentions of Consumer. International Journal of Business and Social Science, Vol. 4 No. 5, 167-171. Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing. Vol. 63, 33-44. Pandey, N., Mehta, N., and Roy, S.B. (2016). Semiconductor pricing strategy in USB market: a market leader’s dilemma. Business Perspectives and Research. 5 (1), 1–10. DOI: 10.1177/2278533716671614 Patrick Hartmann, Vanessa Apaolaza Ibáñez, & F. Javier Forcada Sainz. (2005). Green branding effects on attitude: functional versus emotional positioning strategies. Marketing Intelligence & Planning. Vol. 23, No. 1, 9-29. DOI:10.1108/02634500510577447 Rao, A. R., and Bergen, M. E. (1992). Price premium variations as a consequence of buyers' lack of information. Journal of Consumer Research, 19(3), 412–423. Radhakrishnan, S. (2016). Environmental implications of reuse and recycling of packaging. Environmental Footprints of Packaging. Springer, Singapore, 165–192. DOI: 10.1007/978-981-287-913-4_7 Rokka, J., and Uusitalo, L. (2008). Preference for Green Packaging in Consumer Product Choices-Do Consumers Care?. International Journal of Consumer Studies, 32(5), 516-525. Doi: 10.1111/j.1470-6431.2008.00710.x Siti Munerah, Kian Yeik Koay, and Seethaletchumy Thambiah. (2021). Factors influencing non-green consumers’ purchase intention: A partial least squares structural equation modelling (PLS-SEM) approach. Journal of Cleaner Production, 280(1), 124192. Sheila Bonini & Jeremy Oppenheim. (2008). Cultivating the Green Consumer. Stanford Social Innovation Review, Vol.6, No.4, 55-62. Spears, N., and Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues and Research in Advertising, 26(2), 53-66. Valarie A. Zeithaml (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, Vol.52, 2-22. Wallin Andreassen, T., Lindestad, B., (1998). Customer loyalty and complex services: the impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise. International Journal of Service. Vol.9, No.1, 7-23. Yadav, R., & Pathak, G. S.(2017). Determinants of Consumers’ Green Purchase Behavior in a Developing Nation: Applying and Extending the Theory of Planned Behavior. Ecological Economics, 134, 114-122. Doi:10.1016/j.ecolecon.2016.12.019 Zhang, G., and Zhao, Z., (2012). Green packaging management of logistics enterprises. Phys. Procedia, 24, 900–905. Doi:10.1016/j.phpro.2012.02.135 | - |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/87916 | - |
| dc.description.abstract | 隨著近年來環保意識的興起，有越來越多的企業開始因應環保趨勢，在生產產品時亦將對環境的危害列入考量，製造對環境危害較小的產品，如無標籤飲品，無標籤飲品為將瓶身外的塑膠膜移除，以為達到減塑的目的。現今的年輕消費族群也愈來愈重視環保議題，並將ESG因素列入購物中的考量之一。本研究主要探討綠色包裝、綠色溢價、品牌知名度、品牌忠誠度如何影響年輕消費者在無標籤市售飲品的購買意願，且將綠色消費認知作為中介變數，以提供企業在製造相關產品時的決策參考。
本研究主要鎖定年輕消費者(Z世代及Y世代)為研究對象，並以問卷調查法的方式進行，使用SPSS 25.00統計軟體進行分析和驗證假說。研究結果顯示綠色包裝、綠色溢價、品牌知名度、品牌忠誠度對無標籤飲品購買意願有顯著影響，且綠色消費認知具有中介效果。本研究結果提供企業在生產相關之無標籤產品時的策略參考，企業應加強其產品與品牌於環保上之優勢，以增加消費者於無標籤產品購買意願。 | zh_TW |
| dc.description.abstract | With the rise of environmental protection awareness in recent years, more and more companies have begun to respond to the trend of environmental protection, taking environmental hazard factors into consideration when producing products. They manufacture products that are less harmful to the environment, such as unlabeled drinks. It is to remove the plastic film outside the beverage bottle in order to achieve the purpose of plastic reduction. Today's young consumer groups are also paying more attention to environmental protection issues. They take ESG factors into account when they shop. This study mainly explores how green packaging, green price premium, brand awareness, and brand loyalty affect young consumers' willingness to purchase unlabeled commercial drinks, and uses green consumption cognition as an intermediary variable to provide information on companies' decision-making when manufacturing related products.
This study mainly focuses on young consumers (Generation Z and Generation Y) as the research object, and conducts questionnaire surveys, using SPSS 25.00 statistical software to analyze and verify hypotheses. The research results show that green packaging, green price premium, brand awareness, and brand loyalty have a significant impact on the willingness to purchase unlabeled beverages, and green consumption cognition has a mediated effect. The results of this study provide a strategic reference for enterprises in the production of related unlabeled products. Enterprises should strengthen the advantages of their products and brands in terms of environmental protection, so that they can also increase consumers' willingness to purchase unlabeled products. | en |
| dc.description.provenance | Submitted by admin ntu (admin@lib.ntu.edu.tw) on 2023-07-31T16:17:43Z No. of bitstreams: 0 | en |
| dc.description.provenance | Made available in DSpace on 2023-07-31T16:17:43Z (GMT). No. of bitstreams: 0 | en |
| dc.description.tableofcontents | 謝辭 I
摘要 II ABSTRACT III 圖目錄 VI 表目錄 VII 第一章 緒論 1 第一節 研究動機 1 第二節 研究目的 3 第二章 文獻回顧 4 第一節 綠色消費認知 4 第二節 綠色溢價 5 第三節 綠色包裝 6 第四節 購買意願 7 第五節 品牌忠誠度 8 第六節 品牌知名度 9 第三章 研究設計 11 第一節 研究架構與假說 11 第二節 操作型定義與變項衡量 13 第三節 信度分析及因素分析 19 第四章 研究分析與討論 28 第一節 問卷回收與資料整理 28 第二節 樣本敘述性統計分析 28 第三節 相關分析 30 第四節 假說驗證 – 主效果迴歸分析 31 第五節 假說驗證 – 中介效果迴歸分析 33 第五章 研究結論與建議 37 第一節 研究結論 37 第二節 研究限制及研究建議 39 參考文獻 41 | - |
| dc.language.iso | zh_TW | - |
| dc.subject | 品牌忠誠度 | zh_TW |
| dc.subject | 綠色消費認知 | zh_TW |
| dc.subject | 綠色溢價 | zh_TW |
| dc.subject | 綠色包裝 | zh_TW |
| dc.subject | 品牌知名度 | zh_TW |
| dc.subject | green consumption awareness | en |
| dc.subject | brand loyalty | en |
| dc.subject | brand awareness | en |
| dc.subject | green packaging | en |
| dc.subject | green price premium | en |
| dc.title | 消費者對無標籤產品購買意願之探討-以市售飲品為例 | zh_TW |
| dc.title | Research on Consumers' Purchase Intention towards Unlabeled Products – A Case of Beverage in the Market | en |
| dc.type | Thesis | - |
| dc.date.schoolyear | 111-2 | - |
| dc.description.degree | 碩士 | - |
| dc.contributor.oralexamcommittee | 李揚;許耀文 | zh_TW |
| dc.contributor.oralexamcommittee | Yang Li;Yao-Wen Hsu | en |
| dc.subject.keyword | 綠色消費認知,綠色溢價,綠色包裝,品牌知名度,品牌忠誠度, | zh_TW |
| dc.subject.keyword | green consumption awareness,green price premium,green packaging,brand awareness,brand loyalty, | en |
| dc.relation.page | 44 | - |
| dc.identifier.doi | 10.6342/NTU202301150 | - |
| dc.rights.note | 未授權 | - |
| dc.date.accepted | 2023-06-29 | - |
| dc.contributor.author-college | 管理學院 | - |
| dc.contributor.author-dept | 國際企業學系 | - |
| 顯示於系所單位： | 國際企業學系 | |
文件中的檔案：
| 檔案 | 大小 | 格式 | |
|---|---|---|---|
| ntu-111-2.pdf 未授權公開取用 | 701.91 kB | Adobe PDF |
系統中的文件，除了特別指名其著作權條款之外，均受到著作權保護，並且保留所有的權利。