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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 陳瑀屏 | zh_TW |
| dc.contributor.advisor | Yu-Ping Chen | en |
| dc.contributor.author | 沈奕萱 | zh_TW |
| dc.contributor.author | Yi-Hsuan Shen | en |
| dc.date.accessioned | 2024-05-10T16:06:46Z | - |
| dc.date.available | 2024-05-11 | - |
| dc.date.copyright | 2024-05-10 | - |
| dc.date.issued | 2024 | - |
| dc.date.submitted | 2024-05-07 | - |
| dc.identifier.citation | 台灣永續能源研究基金會（2023年7月5日）。走向綠色美妝：探索美妝產業如何實踐永續行動。台灣永續能源研究基金會。https://taise.org.tw/post-view.php?ID=660
台灣環境資訊協會（2004）。綠色消費：對環境傷害較少的消費行為. 綠色消費：對環境傷害較少的消費行為。https://einfo.org.tw/column/eccpda/2004/ec04072701.htm 周世宏、邱城英、邱昱寧、黃哲悠（2017）。影響環保化妝品購買意願相關因素之探討。管理資訊計算。https://doi.org/10.6285/mic.6(s4).09 洪偉章、陳榮秀（2001），化妝品科技概論，台北:高立。吳淨宜（2014）。主觀知識與口碑對有機臉部保養品購買意圖影響之研究-以知覺風險為中介變數〔碩士, 淡江大學〕。 張晏甄（2022年10月30日）。【消費者洞察】美的永續意識與購買意象調查報告。CMRI美妝行銷總研。https://cmri.itrue.com.tw/2022/10/30/2022beautsdgs/ 陳冠仰, 陳柏元, 戴有德, & 巫立宇（2016）。知覺品質、知覺價值與行為意圖關係之研究－交易成本觀點。臺大管理論叢。https://doi.org/10.6226/ntumr.2016.Mar.C102-019 資誠（2023）。《PwC 2023全球消費者洞察報告》「永續」成為消費者購物的關鍵指標。https://www.pwc.tw/zh/publications/sustainability-news/pdf/sustainability-news-230413.pdf 詠麗（2023年6月14日）。全球美妝巨頭投入綠色保養：揭示萊雅收購Aēsop背後的綠色美學。詠麗生化科技股份有限公司。https://unicare.com.tw/global-beauty-giant-invests-in-green-beauty-revealing-the-green-aesthetics-behind-loreals-acquisition-of-aesop/ 詠麗（2023年6月27日）。美麗與環保並肩而行：6月領導品牌展現永續美妝行動。詠麗生化科技股份有限公司。https://unicare.com.tw/leading-brands-demonstrate-sustainable-beauty-actions-in-june/ 網路溫度計（2023年7月11日）。綠色美妝進行式－洞悉品牌永續新趨勢（上）。《DailyView網路溫度計》。https://dailyview.tw/insight-report/detail/86 衛生福利部食品藥物管理署（2020）。化妝品範圍及種類表。 劉桐（2023年8月18日）。【消費者洞察】2023美妝品永續意識調查報告。CMRI美妝行銷總研。https://cmri.itrue.com.tw/2023/08/18/2023sdgs/ 關鍵議題研究中心（2023年5月20日）。四月最新調查－台灣臉部保養品市場趨勢與商機分析。關鍵議題研究中。https://www.thenewslens.com/article/185968 麟數據科技（2023年8月14日）。【數據專題】疫後美學新商機。LnData 麟數據科技。https://reurl.cc/97kYYv Happy Go（2017年4月19日）。迎戰美妝最大母親節檔期 化妝品大戰白熱化送禮、搶購、囤貨樣樣來 GO survey公佈美妝保養品牌大調查。Happy Go。https://www.happygocard.com.tw/official/expertArticleNewsDetail.do;jsessionid=rKWr1CNiTVWkJZSdaYlKEjDq?sn=20170419134008821381 IMARC（2023年11月24日）。化妝品市場：2023-2028 年全球產業趨勢、佔有率、規模、成長、機會與預測。IMARC。https://www.gii.tw/report/imarc1390622-cosmetics-market-global-industry-trends-share-size.html iKala（2023年8月18日）。2023 美妝產業網紅行銷趨勢報告書：台灣網紅上半年累積超過百萬筆美妝貼文。https://ikala.ai/news/2023-beauty-trends-report/ Kimy Chen（2023年4月20日）。2023環保永續系美妝正當道！盤點愛地球必知的10個「美妝永續認證標章」。Harper’s BAZAAR Taiwan。https://www.harpersbazaar.com/tw/beauty/makeup/g43610221/2023-sustainable-beauty-green-mark/ Renn Cheng（2023年4月17日）。萊雅收購 Aesop 圖什麼？「綠色保養」躍美妝市場主流，天然、有機、永續成關鍵詞。Yahoo新聞。https://reurl.cc/97kYYv Ajzen, I. 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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/92614 | - |
| dc.description.abstract | 隨著疫後台灣美妝市場逐漸復甦，且消費者對於永續的呼聲提高，促使企業紛紛將目光轉向綠色市場。過去關於綠色消費行為的研究主要聚焦在探討直接影響消費者購買意願的因素，較少能解釋為何消費者有綠色產品「購買意願」卻無「實際購買行動」。因此，本研究以具發展潛力之「綠色保養品」為例，欲探討影響購買意願和實際行動的關鍵因素。為了更深入理解消費者購買綠色保養品的行為，本研究從文獻回顧及質性訪談中歸納幾個影響因素，包含「支付綠色溢價意願」、「社會影響」、「綠色保養品知識」、「消費者感知效能」，並透過市場調查分析這些因素與綠色保養品購買意願與行動之關係。同時，研究中欲探討不同性別、年齡及綠色保養品購買經驗人口變數在各因素結構關係上是否存在差異，以洞悉不同族群對綠色保養品的反應與需求。
本研究採用網路發放問卷，共回收485份有效問卷，並使用SPSS 25.0和SmartPLS 4.0統計軟體進行統計分析，藉以驗證研究假說是否成立。根據研究結果顯示：(一)支付綠色溢價意願、社會影響、綠色保養品知識、消費者感知效能對綠色保養品購買意願皆有正向影響；但僅有綠色保養品知識對綠色保養品購買行動有正向影響；(二)綠色保養品購買意願對購買行動有正向影響；(三)消費者感知效能在綠色保養品知識與綠色保養品購買意願之關係具部分中介效果；(四) 40歲以上相較於40歲以下消費者更有可能將綠色保養品購買意願轉化成購買行動；無購買綠色保養品經驗者相較於有購買經驗者，更能透過消費者感知效能來增加其購買意願。最後，本研究依據研究結果提供相應的管理建議，旨在協助企業更好地因應綠色市場趨勢，制定更有效的行銷溝通策略。 | zh_TW |
| dc.description.abstract | As the post-pandemic beauty market gradually recovers and consumer demand for sustainability rises, businesses are increasingly turning their attention to the green market. Previous research on green consumer behavior has mainly focused on factors directly influencing consumers' purchase intentions, with less emphasis on explaining why consumers have the intention to purchase green products but lack actual purchasing behavior. Therefore, this study takes "green skincare products" as an example to investigate key factors that affect purchase intentions and actual actions.
To gain deeper insights into consumer behavior towards purchasing green skincare products, this research synthesizes several influencing factors from literature review and qualitative interviews, including “Willingness to pay for green premium”, “Social influence”, “Green product knowledge” and “Perceived consumer effectiveness”. Through market survey analysis, this study examines the relationships between these factors and the purchase intention and behavior of green skincare products. Additionally, the study explores whether there are differences in the structural relationships among different genders, ages, and purchase experiences, aiming to understand the responses and demands of different groups for green skincare products. A total of 485 valid questionnaires were collected through online distribution, and the results indicate that: (1) Green product knowledge, perceived consumer effectiveness, social influence, and willingness to pay for green premium positively influence the purchase intention of green skincare products, but only green product knowledge has a positive impact on the purchase behavior; (2) Purchase intention of green skincare products positively influences purchase behavior; (3) Perceived consumer effectiveness partially mediates the relationship between green product knowledge and purchase intention of green skincare products; (4) Significant difference exists in the relationship between purchase intention and behavior of green skincare products among consumers aged above 40 and those below 40; Significant difference exists between consumers with and without experience in purchasing green skincare products regarding the relationship between perceived consumer effectiveness and purchase intention of green skincare products. Finally, based on the research findings, corresponding management recommendations are provided to assist businesses in better responding to the trends in the green market and formulating more effective marketing communication strategies. | en |
| dc.description.provenance | Submitted by admin ntu (admin@lib.ntu.edu.tw) on 2024-05-10T16:06:46Z No. of bitstreams: 0 | en |
| dc.description.provenance | Made available in DSpace on 2024-05-10T16:06:46Z (GMT). No. of bitstreams: 0 | en |
| dc.description.tableofcontents | 口試委員審定書 i
誌謝 ii 摘要 iii Abstract iv 圖目次 vii 表目次 viii 第一章、緒論 1 第一節、研究背景 1 第二節、研究動機 4 第三節、研究目的與流程 5 第二章、文獻回顧 7 第一節、化妝品種類與範圍 7 第二節、綠色保養品定義與特性 9 第三節、綠色保養品消費行為研究 15 第四節、影響綠色購買意願和行為之因素 16 第三章、質性訪談 19 第一節、訪談內容與對象 19 第二節、訪談發現 19 第四章、研究方法 23 第一節、研究架構與假設 23 第二節、操作型定義 29 第三節、研究工具與抽樣方式 31 第四節、資料分析方法 32 第五章、研究結果 34 第一節、敘述性統計 34 第二節、信效度分析 41 第三節、結構方程模型分析 44 第四節、中介效果驗證 48 第五節、多群組分析 49 第六節、假說驗證分析結果 51 第六章、結論 54 第一節、研究結果與討論 54 第二節、管理建議 56 第二節、研究限制與未來建議 58 參考文獻 60 附錄 68 | - |
| dc.language.iso | zh_TW | - |
| dc.subject | 購買行動 | zh_TW |
| dc.subject | 消費者感知效能 | zh_TW |
| dc.subject | 購買意願 | zh_TW |
| dc.subject | 社會影響 | zh_TW |
| dc.subject | 支付綠色溢價意願 | zh_TW |
| dc.subject | 綠色保養品知識 | zh_TW |
| dc.subject | Green Purchase Behavior | en |
| dc.subject | Green Product Knowledge | en |
| dc.subject | Perceived Consumer Effectiveness | en |
| dc.subject | Social Influence | en |
| dc.subject | Willingness to Pay for Green Premium | en |
| dc.subject | Green Purchase Intention | en |
| dc.title | 探討影響綠色保養品購買意願與購買行動之因素 | zh_TW |
| dc.title | Factors Influencing Purchase Intention and Behavior towards Green Skincare Products | en |
| dc.type | Thesis | - |
| dc.date.schoolyear | 112-2 | - |
| dc.description.degree | 碩士 | - |
| dc.contributor.oralexamcommittee | 吳政衞;林嘉薇 | zh_TW |
| dc.contributor.oralexamcommittee | Cheng-Wei Wu;Chia-Wei Lin | en |
| dc.subject.keyword | 支付綠色溢價意願,社會影響,綠色保養品知識,消費者感知效能,購買意願,購買行動, | zh_TW |
| dc.subject.keyword | Green Product Knowledge,Perceived Consumer Effectiveness,Social Influence,Willingness to Pay for Green Premium,Green Purchase Intention,Green Purchase Behavior, | en |
| dc.relation.page | 71 | - |
| dc.identifier.doi | 10.6342/NTU202400939 | - |
| dc.rights.note | 同意授權(限校園內公開) | - |
| dc.date.accepted | 2024-05-07 | - |
| dc.contributor.author-college | 管理學院 | - |
| dc.contributor.author-dept | 國際企業學系 | - |
| dc.date.embargo-lift | 2027-05-07 | - |
| 顯示於系所單位： | 國際企業學系 | |
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