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題名:綠色食品消費者行為模式之研究—以知覺風險、購買涉入為干擾效果
作者:李尚穗
作者(外文):Shang-Hui Li
校院名稱:國立彰化師範大學
系所名稱:商業教育學系
指導教授:温玲玉
學位類別:博士
出版日期:2013
主題關鍵詞:綠色食品品牌信任品牌形象自我意象一致性滿意度再購意願購買涉入知覺風險green foodbrand trustbrand imageself-image congruitysatisfactionrepurchase intentionpurchase involvementperceived risk
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近年來,關於環境保護議題不斷被提及,若能鼓勵消費者多購買綠色食品,將能夠為地球環境多盡一份心力。本研究旨在探討綠色食品消費者之行為模式,即消費者對於綠色食品的品牌信任、品牌形象、自我意象一致性、滿意度與再購意願之關聯性,並兼論知覺風險及購買涉入在此行為模式中的干擾效果,從而了解各變項之間的關係與影響。研究對象以曾經購買過綠色食品之消費者。研究方法採便利抽樣法於銷售綠色食品商店現場與網路上發放,總共收集有效問卷707份。本研究以SPSS 12.0與LISREL8.7統計軟體做為資料分析之工具。研究結果顯示,品牌信任、品牌形象與自我意象一致性正向影響滿意度;且會透過滿意度間接影響再購意願;滿意度正向影響再購意願。此外,知覺風險與購買涉入顯著干擾滿意度與再購意願之關係。希冀本研究之結果,能提供相關業者於管理上之策略與建議,對綠色食品消費理論與實務上能有所奉獻。
Environmental protection issues have been continued to be mentioned in recent years. If we can encourage consumers to purchase green food, we will make a contribution for the Earth's environment. The purpose of this study is to investigate the behavior patterns of consumers of green food, i.e. the correlation of brand trust of green food, brand image, self-image congruity, satisfaction, and repurchase intention. In addition, the moderating role of perceived risk and purchase involvement would be discussed in this pattern of behavior, then to understand the relationship and impact between variables. A total of 707 valid questionnaires were collected by using convenience sampling from online and face-to-face surveys. The study used SPSS 12.0 and LISREL 8.7 statistical software to analysis the data. The result showed that brand trust, brand image, and self-image congruity had a positively influence on satisfaction, and indirectly influence on repurchase intention through satisfaction. Satisfaction had a positively influence on purchase. Moreover, perceived risk and purchase involvement significantly moderated the relationship between satisfaction and purchase intention. Based upon the above findings of this study, some concrete recommendations would be provided to the management strategies of the related industries, and some suggestions to give on consumer theory and practice of green food for the further research.
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