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題名 | 企業綠色行銷對消費者消費態度與消費行為之影響--以南部某一科技大學學生為例=The Effects of Corporate Green Marketing on Consumers' Green Consumption Attitude and Green Consumption Behavior--A Case Study of a University of Technology in Southern Taiwan |
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作者 | 柴康偉; Chai, Kang-wei; |
期刊 | 遠東學報 |
出版日期 | 20130800 |
卷期 | 30:2 2013.08[民102.08] |
頁次 | 頁75-87 |
分類號 | 496.34 |
語文 | chi |
關鍵詞 | 綠色行銷; 消費態度; 消費行為; Green marketing; Consumption attitude; Consumption behavior; |
中文摘要 | 本研究之目的在探討企業綠色行銷的實際作法對於消費者之綠色消費態度及其消費行為兩構面彼此間的關聯性,以大專生為研究對象,採便利抽樣方式進行問卷的調查,共計發放320份問卷,有效回收問卷為300份,以SPSS 12.0統計軟體進行敘述性統計、信效度分析、t檢定、多變量變異數分析及皮爾遜積差相關分析。研究結果發現:(一)不同背景變項的消費者對企業綠色行銷、綠色消費態度及行為是有影響的;(二)企業綠色行銷與消費者綠色消費態度具有正向關係;(三)企業綠色行銷與消費者綠色消費行為具有正向關係;(四)消費者綠色消費態度與行為具有正向關係;最後則根據本研究之分析結果提出相關建議與後續的研究方向。 |
英文摘要 | The purpose of this study is to explore the corelation between the two dimensios, consumers’ green consumption attitude and green consumption behavior, which effected by corporate green marketing. With a conventient sampling, 320 students in Far East University were surveyed, and 300 questionnaires were valid. The data was analized with a descriptive statistics, reliability and validity analysis, t-test, MANOVA, and Pearson correlation analysis. The results showed that (a) different variables have different effects on corporate green marketing, consumers’ green consumption attitude, and consumers’ green consumption behavior; (b) corporate green marketing had a significantly positive correlation to the consumers’ green consumption attitude; (c) corporate green marketing had a significantly positive correlation to the consumers’ green consumption behavior; (d) the consumers’ green consumption attitude had a significantly positive effect to the consumers’ green consumption behavior. Finally, according to the results of this study, some specific recommendations and further studies were proposed. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。