:::

詳目顯示

回上一頁
題名:消費者向ESG企業購買產品或服務之意願研究-以生活型態為調節變數
作者:湯坤祥
作者(外文):Tang,Kun-Hsiang
校院名稱:逢甲大學
系所名稱:商學博士學位學程
指導教授:林哲彥
學位類別:博士
出版日期:2022
主題關鍵詞:ESG品牌認同消費意願生活型態變異數分析ESGbrandidentitypurchaseintentionlifestyleANOVA
原始連結:連回原系統網址new window
相關次數:
  • 被引用次數被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:0
  • 共同引用共同引用:0
  • 點閱點閱:3
摘  要
2019年以來,新冠病毒的肆虐強化了消費者的永續意識,消費者在購買選擇上會更聚焦於符合ESG價值的產品。本論文的目的在於研究消費者生活型態對於ESG企業品牌的影響,包括消費者的ESG品牌認同度與購買意願。本研究以351個ESG品牌消費者樣本進行集群分析,辨識出計畫消費者、積極者、家庭優先者與平庸者四種生活型態,再以單因子變異數分析實證生活型態對品牌認同度與購買意願有顯著差異性。本研究並以雙因子變異數分析實證了生活型態對品牌認同度與購買意願的正向關係具有顯著的調節效果。在管理意涵方面,企業可以用消費者生活型態輔以人口統計資料作為市場區隔變數,選擇ESG品牌認同度高,或購買意願容易隨品牌認同度提升之區隔市場作為目標市場,以取得優勢的ESG定位以及較佳的報酬率。
關鍵詞:ESG、品牌認同、消費意願、生活型態、變異數分析
Abstract
The COVID-19 pandemic has strengthened consumers' awareness of sustainability, and consumers have focused more on products that meet ESG values in their purchasing choices. The purpose of this paper is to study the impact of consumers' lifestyles on their ESG images, including consumers' ESG brand identity and purchase intention from ESG brands. In this study, 351 samples of ESG brand consumers were used for cluster analysis to identify four lifestyles: planned consumers, active, family-first, and mediocre, and then one-way ANOVA was used to demonstrate that lifestyles significantly affect brands identity and purchase intention. In addition, two-way ANOVA was used to demonstrate that lifestyle has a significant moderating effect on the positive relationship between brand identity and purchase intention. As to management implications, companies can use consumer lifestyles along with demographic data as market segmentation variables, and choose a segmented market with high ESG brand identity, or where the purchase intention is likely to increase with brand recognition as the target market, to achieve advantageous ESG positioning and rate of return from the market.
Keywords: ESG, brand identity, purchase intention, lifestyle, ANOVA
參考文獻
一、 中文部份
王捷邑、周學雯(2017)。誰是社會企業的消費者?-基於生活型態分群範式之研究。中山管理評論,25(4),829-874。doi:10.6160/2017.12.02
王馥蓓 (2021)。為什麼ESG這麼紅?頂尖企業怎麼做ESG?領導者該有的商業與品牌策略|經理人. Retrieved 5 August 2021, from https://www.managertoday.com.tw/columns/view/63060
吴垠、零点研究咨询集团(2005)。关于中国消费者分群范式(China-Vals)的研究。南开管理评论,2005(02),9-15。
林美吟(2009)。利他、利己綠色廣告訴求之廣告效果研究-以綠色生活型態為干擾變數(碩士論文)。取自華藝線上圖書館系統。(系統編號U0002-2406200910433400)doi:10.6846/TKU.2009.00888
林燕瑜(2018)。ESG投資導向分析-以MSCI ESG Index系列為例。國立中興大學高階經理人碩士在職專班碩士論文,台中市。 取自https://hdl.handle.net/11296/99rj88
李忻儀(2009)。環保化妝品購買意願分析-環保承諾、認知利益、個人規範、以及生活型態之應用(碩士論文)。取自華藝線上圖書館系統。(系統編號U0005-0707200912341100)doi:10.6845/NCHU.2009.00186
李如意(2013)。文化創意商品消費者之消費動機、生活型態與消費行為之研究。大葉大學管理學院碩士在職專班碩士論文,彰化縣。 取自https://hdl.handle.net/11296/r5z9zu
沈盈貝、鍾育明、林清同(2014)。探討影響綠色餐廳消費意圖在不同世代的差異:以食品相關生活型態及綠色餐廳屬性知覺觀點。餐旅暨觀光,11(2),81-108。doi:10.6572/JHT.11(2).2
別蓮蒂、鄭宇庭(2008),博物館文化消費研究調查計畫,國立政治大學企業管理學系國科會研究計畫。
杜瑞澤(2004)。生活型態設計-文化、生活、消費與產品設計。台北:亞太圖書。
周玉萍(2019)。追求環境永續的新創社會企業如何獲利 ?以臺灣藍鵲茶為例。國立臺灣科技大學財務金融研究所碩士論文,台北市。 取自https://hdl.handle.net/11296/fcc9hw
周佳蓉、王月鶯、徐俊雄(2009)。消費者對綠色餐廳消費意願與樂活認知集群分析。休閒保健期刊,(2),139-150。doi:10.29686/LHW.200912.0011
消費意識急升,搜尋「永續、生活」暴漲45倍,讓Uniqlo、Zara從後段班變模範生-ESG永續台灣. (2021). Retrieved 12 July 2021, from https://esg.businesstoday.com.tw/article/category/180687/post/202012220022/消費意識急升,搜尋「永續、生活」暴漲45倍,讓Uniqlo、Zara從後段班變模範生
馬明圓(2020)。企業永續發展策略比較地圖之包括ESG原則。國立臺灣科技大學管理學院MBA碩士論文,台北市。 取自https://hdl.handle.net/11296/76fz54
許士軍(1988),用行銷眼光掃描生活型態,台北:卓越雜誌,第41期,pp. 29-30.
張莛、吳文演(2017)。消費者生活型態、知覺價值與環保紡織品購買意願關係之研究。紡織綜合研究期刊,27(3),46-53。
黃紫因(2021)。企業品牌經營之研究一個ESG指標之觀點。中國文化大學社會企業管理碩士在職學位學程碩士論文,台北市。 取自https://hdl.handle.net/11296/6x4bct
黃俊傑(2021)。消費者求知性好奇與數位生活型態對多功能產品忠誠度影響之研究。國立臺灣師範大學高階經理人企業管理碩士在職專班(EMBA)碩士論文,台北市。 取自https://hdl.handle.net/11296/2zgv2s
蔡淑梨、劉明婷(2015)。生活型態與流行涉入程度對購買意願影響之研究-以有機棉服裝為例。紡織綜合研究期刊,25(1),35-48。
劉維公(2006)《風格社會》,台北:天下文化。
錢克昌(2008)。生活型態與市場區隔之研究-以淡江大學商學院EMBA為例(碩士論文)。取自華藝線上圖書館系統。(系統編號U0002-1306200812243200)doi:10.6846/TKU.2008.00293
二、英文部份
Aaker, D. A. (1996). Building strong brands. Free Press.
Akkaya, M. (2021). Understanding the impacts of lifestyle segmentation & perceived value on brand purchase intention: An empirical study in different product categories. European Research on Management and Business Economics, 27(3), 100155. https://doi.org/10.1016/j.iedeen.2021.100155
Augoustinos, M., Walker, I., & Donaghue, N. (2014). Social cognition. Thousand Oaks: SAGE.
Belén del Río, A., Vázquez, R., & Iglesias, V. (2001). The effects of brand associations on consumer response. Journal of Consumer Marketing, 18(5), 410–425. https://doi.org/10.1108/07363760110398808
Bhattacharya, C. B., & Sen, S. (2003). Consumer–Company Identification: A Framework for Understanding Consumers’ Relationships with Companies. Journal of Marketing, 67(2), 76–88. https://doi.org/10.1509/jmkg.67.2.76.18609
Brown, T. J., & Dacin, P. A. (1997). The Company and the Product: Corporate Associations and Consumer Product Responses. Journal of Marketing, 61(1), 68. https://doi.org/10.2307/1252190
Donavan, D. Todd, Swinder Janda, and Jaebeom Suh. "Environmental influences in corporate brand identification and outcomes." Journal of Brand management 14.1 (2006)
Elkington, J. (1997). Cannibals with Forks: The Triple Bottom Line of 21st Century Business. Capstone, Oxford.
Golob, U., Lah, M., & Jančič, Z. (2008). Value orientations and consumer expectations of Corporate Social Responsibility. Journal of Marketing Communications, 14(2), 83–96. https://doi.org/10.1080/13527260701856525
Green, S., & Boshoff, C. (2002). An empirical assessment of the relationships between service quality, satisfaction and value : a tourism study. Management Dynamics : Journal of the Southern African Institute for Management Scientists, 11(3), 2–16. https://doi.org/10.10520/EJC69649
Keller, K.L., & Lehmann, D.R. (2006). Brands and Branding: Research Findings and Future Priorities. Marketing Science, 25, 740-759.
Kelly, G. (1977). Personal construct theory and the psychotherapeutic interview. Cognitive Therapy And Research, 1(4), 355-362. doi: 10.1007/bf01663999
Lam, S. K., Ahearne, M., Mullins, R., Hayati, B., & Schillewaert, N. (2013). Exploring the dynamics of antecedents to consumer–brand identification with a new brand. Journal of the Academy of Marketing Science, 41(2), 234–252. https://doi.org/10.1007/S11747-012-0301-X
Long, M. M., & Schiffman, L. G. (2000). Consumption values and relationships: segmenting the market for frequency programs. Journal of Consumer Marketing, 17(3), 214–232. https://doi.org/10.1108/07363760010329201
Martins, J., Costa, C., Oliveira, T., Gonçalves, R., & Branco, F. (2019). How smartphone advertising influences consumers’ purchase intention. Journal of Business Research, 94, 378–387. https://doi.org/10.1016/j.jbusres.2017.12.047
Plummer, J. (1974). The Concept and Application of Life Style Segmentation. Journal of Marketing, 38(1), 33. doi: 10.2307/1250164
Pricewaterhouse Coopers International Limited. (2021). Four fault lines show a fracturing among global consumers [Ebook]. London. Retrieved from https://www.pwc.com/gx/en/consumer-markets/consumer-insights-survey/2021/gcis-2021.pdf
Report: PwC Global Consumer Insights Pulse March 2021. (2021). Retrieved 12 July 2021, from https://www.pwc.com/gx/en/consumer-markets/consumer-insights-survey/2021/gcis-2021.pdf
Rook, D. W., & Levy, S. J. (1999). Psychosocial Themes in Consumer Grooming Rituals. In Brands, Consumers, Symbols, & Research (pp. 375–389). SAGE Publications, Inc. https://doi.org/10.4135/9781452231372
Sun, Y., & Liang, C. (2021). Effects of determinants of dried fruit purchase intention and the related consumer segmentation on e-commerce in China. British Food Journal, 123(3), 1133–1154. https://doi.org/10.1108/BFJ-07-2020-0617
Wells, W. (2011). Life style and psychographics (pp. 71-96). [Chicago]: Marketing Classics Press.
Yuen, K.F., Thai, V.V.. Wong, Y.D., 2016. The effect of continuous
im provement capacity on the relationship between of corporate social
performance and business performance in maritime transport in Singapore.
Yankelovich, D., & Meer, D. (2006, February 1). Rediscovering Market Segmentation. Harvard Business Review. https://hbr.org/2006/02/rediscovering-market-segmentation
Zhu, H., Wang, Q., Yan, L., & Wu, G. (2009). Are consumers what they consume? - Linking lifestyle segmentation to product attributes: an exploratory study of the Chinese mobile phone market. Journal of Marketing Management, 25(3–4), 295–314. https://doi.org/10.1362/026725709X429764

 
 
 
 
第一頁 上一頁 下一頁 最後一頁 top