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標題: | 社群商務與消費價值對利環境消費行為之影響: 以有機食品購買為例 The Effects of Social Commerce and Consumption Values on Pro-Environmental Consumption Behavior: The Case of Organic Food Purchase |
作者: | 林煜鈞 Yu-Chun Lin |
指導教授: | 陸怡蕙 Yir-Hueih Luh |
關鍵字: | 有機食品消費,VBN理論,VAB理論,價值觀,消費價值,社群商務, Organic Food Consumption,Value-Belief-Norm Theory,Value-Attitude-Behavior Model,Values,Consumption Values,Social Commerce, |
出版年 : | 2023 |
學位: | 碩士 |
摘要: | 社群商務(social commerce)結合了社群媒體及電子商務,使消費者能夠在平台上與其他用戶交流、分享產品體驗,同時也提供了管道讓消費者接收資訊及購買產品。本研究以VBN理論(Value-Belief-Norm Theory)、VAB理論(The Value-Attitude-Behavior Model)與消費價值理論(Theory of Consumption Values)為基礎,檢視社群商務對於利環境消費行為之影響。基於近年來隨著各界對於食品安全以及環境保護議題的關注,有機食品受到消費者的重視程度日增,本文選定國人的有機食品購買行為作為研究標的,以偏最小平方結構方程模型(Partial Least Squares Structural Equation Modeling, PLS-SEM),驗證本文所提出的利環境消費行為之整合行為模型。此外,本研究進一步使用單元排序性機率模型(ordered probit model),以檢視態度、個人規範及消費價值等心理因素對有機食品購買頻率以及消費者願付溢價(willingness to pay a premium, WTPP)的影響。
本研究結果發現,社群商務的特性會經由影響消費價值進而影響購買意願,此外,VBN理論與VAB理論中的個人規範以及態度也是影響有機食品購買意圖的重要因子。本研究結果也顯示,透過社群商務的推薦,會對消費者購買有機食品的頻率產生正向且顯著的影響,此結果說明越受到其他消費者推薦的產品,其銷售表現也會越佳。再者,本研究發現,消費者的月收入也會對購買頻率造成正面且顯著的影響,此結果代表利環境的消費行為與經濟理論中的理性消費行為是一致的。本研究進一步透過單元排序性機率模型檢視購買意圖與願付溢價之間的關係,結果顯示,購買意圖與利他主義價值會對消費者所願意支付的溢價產生正面且顯著的直接影響。綜合路徑分析與迴歸模型的結果,本研究發現社群商務(互動)會透過影響社會性價值影響購買意願,並進而間接地影響消費者願意支付之溢價。 Social commerce, integrating social media and e-commerce, allows consumers to interact with other users, share product experiences, and also provide a convenient way of receiving information and purchasing product. This study is based on The Value-Belief-Norm (VBN) Theory, The Value-Attitude-Behavior (VAB) Model, and The Theory of Consumption Value to examine the influence of social commerce on the purchase intention of organic food. In addition, an ordered probit model is employed to investigate the effects of attitude, personal norms, and other dimensions on the frequency of purchasing organic food and the willingness to pay a premium. The findings of this study indicate that social commerce indirectly influences purchase intention through the mediation of consumer value. Personal norms and attitudes, as the significant factors of the VBN and VAB theories, are affecting the intention to purchase organic food. Moreover, this study finds that social commerce recommendations have a positive and significant impact on the frequency of purchases, indicating that products recommended by other users are more likely to be purchased more frequently. Furthermore, the study found that monthly income has a positive and significant influence on purchase frequency. The results of the two-stage ordered probit model demonstrate that purchase intention and altruistic values have a direct effect on the willingness to pay a premium, while social commerce and values have an indirect effect on the willingness to pay a premium. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/90009 |
DOI: | 10.6342/NTU202303469 |
全文授權: | 未授權 |
顯示於系所單位: | 農業經濟學系 |
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