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題名:運動產業消費者社會責任與其購買意圖-以計畫行為理論為觀點
作者:戴霈妮
作者(外文):Tai, Pei-Ni
校院名稱:國立彰化師範大學
系所名稱:財務金融技術學系
指導教授:陳信憲
學位類別:博士
出版日期:2017
主題關鍵詞:運動產業消費者社會責任計畫行為理論sport industryconsumer social responsibility (CnSR)theory of planned behavior (TPB)
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本研究旨在探討運動產業消費者之消費者社會責任對其購買意圖之影響,採用計畫行為理論為研究模型來檢視其關係。本研究以立意取樣的方式,針對6間臺北市與新北市國民運動中心的消費者進行問卷調查蒐集資料,總共發出720份問卷,回收601份有效問卷,所得資料使用SPSS與AMOS等統計套裝軟體進行資料處理,以描述性統計、平均數差異考驗、驗證性因素分析及結構方程模式等進行資料分析。研究結果顯示:(1) 女性及年長的消費者對消費者社會責任的正向態度高於男性及其他年齡層的消費者;(2) 月收入較高的消費者對消費者社會責任之行為控制知覺及行為意圖高於收入3萬元以下者;(3)平時會注意企業社會責任新聞的消費者其消費者社會責任態度、主觀規範、道德規範及行為意圖皆高於不關注者;(4) 平時會注意環境保護新聞的消費者其消費者社會責任態度、主觀規範、行為控制知覺、道德規範及行為意圖皆高於不關注者;(5) 運動消費者的態度、主觀規範、行為控制知覺及道德規範會正向影響其購買意圖,且擴充式計畫行為理論模型的配適度良好。基此,運動產業未來要推展環保產品與企業社會責任產品時,可將購買行為形塑成一種正向且對社會環境負責的氛圍,有助於提高消費者的購買意圖。
The purpose of this study was to investigate sport industry consumers’ perceptions regarding consumer social responsibility (CnSR) and the influence of these perceptions on consumer purchase intention. The extended theory of Planned Behavior (TPB) was adopted as a structural model. A purposive sampling approach was applied to select a sample from sport center consumers in Taipei City and New Taipei City, Taiwan. In total, 720 sport center consumers were surveyed, yielding 601 complete and applicable questionnaires. The data were analyzed using descriptive statistics, analysis of variance, confirmatory factor analysis, and structural equation modeling. The findings indicated that (a) female and elderly consumers are more aware of CnSR than other consumers are; (b) high-income consumers exhibit higher level of positive attitude, perceived behavioral control, and purchase intention toward CnSR than other consumers; (c) consumers concerned about corporate social responsibility (CSR) news exhibit higher level of positive attitude, subjective norms and moral norms, as well as purchase intention toward CnSR than other consumers; (d) consumers concerned about environmental protection exhibit exhibit higher level of positive attitude, subjective norms, perceived behavioral control and moral norms, as well as purchase intention; and (e) consumers’ CnSR perception of positive attitude, subjective norms, perceived behavioral control, and moral norms positively affects purchase intention. These results confirm the usefulness of the extended TPB in predicting consumer purchase intention with respect to the sustainable design of sport products. Together, these findings suggest that building a positive and socially responsible image when designing sport products is crucial for the sport industry in promoting CSR products, and can be an effective means of increasing consumer purchase intention.
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