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題名:以理性行為理論探討綠色消費市場區隔之研究
作者:張俊明
作者(外文):CHANG, CHUN-MING
校院名稱:朝陽科技大學
系所名稱:企業管理系台灣產業策略發展博士班
指導教授:賴奎魁
張鐵軍
學位類別:博士
出版日期:2022
主題關鍵詞:綠色消費市場區隔購買態度主觀規範購買意願購買行為green consumptionmarket segmentationpurchasing attitudesubjective normpurchasing intentionpurchasing behavior
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無論是工業市場或一般消費性市場,市場區隔定位是行銷策略的根本。綠色消費是永續發展的一個新興議題,在生態環境保護與經濟永續發展目標中,既能滿足當今人類需求,又不損於後代子孫,且能滿足社會的需求與發展。隨著綠色環保意識的抬頭,無論是政府政策或民間的倡議,在在顯示綠色消費的趨勢已儼然成為全人類社會的共識,在綠色消費的行銷市場中,精準的市場區隔能促進綠色消費意識與行動,但在目前一般消費市場的市場區隔分析,仍停留在使用消費者人口統計為變項的傳統調查方法,市場區隔分析若能採用潛伏異質性構面,如社會心理的態度因素、主觀規範等變項分析,應可創造一個新的市場區隔來增強綠色行銷的機會。
本研究目的在建立一個親社會的理性消費行為模式,以此模式做為潛伏變數異質性構面分析,發掘綠色消費市場區隔的新機會。本研究的第一階段採用敘述性統計來做為人口變項分析,再以偏最小平方法(Partial Least Square-PLS)的結構方程模型,來建構親社會的理性消費行為模型,並以此建立消費者購買態度、主觀規範、購買意願與購買態度等構面之間的影響關係,以支持本研究的購買意願假設與行為區隔,並在綠色消費行為中找出顯著性的中介效果,另透過FIMIX-PLS所探索的潛伏異質性構面變項的市場區隔,提出綠色消費行為差異,以對綠色消費的市場行銷提出策略與建議。
本研究結論分析出綠色消費的三組區隔市場,分別為「理性被動型消費者」、「理性猶豫型消費者」與「制約被動型消費者」,並對三個區隔群組做比較分析,以呈現利於行銷價值的資訊,提供綠色消費的市場定位,並提出建議供綠色消費供應商在行銷策略上之參考。
Regardless of whether it is an industrial market or a general consumer market, market segmentation and positioning are the foundation of a marketing strategy. Green consumption is an emerging topic of sustainable development. With the goal of ecological environmental protection and sustainable economic development, it can meet the needs of today's human beings without harming future generations and can meet the needs of society and development. With the rising awareness of green environmental protection, whether it is a government policy or a private initiative, the trend of green consumption has become the consensus of the whole human society. In the marketing of green consumption, precise market segmentation can promote green consumption awareness and action. However, the current market segmentation analysis of the general consumer market remains in the traditional survey method using consumer demographics as a variable. If the market segment analysis can adopt the Latent Heterogeneity Constructs, such as the social psychological attitude factors, subjective norms, and other analytic variables, it should be possible to create a new market segment to enhance the opportunity for green marketing.
The purpose of this research is to establish a pro-social rational consumption behavior model and use this model as a heterogeneity dimension analysis of latent variables to explore new opportunities for green consumer market segmentation. In the first stage of this study, descriptive statistics were used as the demographic variable analysis, and then the structural equation model of the Partial Least Square (PLS) method was used to construct a pro-social rational consumption behavior model. In this way, the influence relationship between consumer purchase attitude, subjective norm, purchase intention, and purchase attitude was established to support the hypothesis of purchase intention and behavioral differentiation in this study.
After analysis in this study, it is found that consumers have three groups of segmented markets in green consumption attitudes and behaviors, namely " Rational Passive Type," " Rational Hesitant Type," and " Conditioned Passive Type." Research conclusions and comparative analysis of three segmented markets to present information that is beneficial to marketing value, and provide references and suggestions for market positioning, target markets, and marketing strategies for green consumption.
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