| 摘要: | 本研究提出「消費者之價值觀與道德強度和道德判斷中之歷程如何影響綠色商品購買權益，而其中又會如何受到品牌權益此調節因素影響?」的疑問。為回答此問題，本研究以跨層次線性模型，分為個體層次(消費價值、道德強度、道德判斷、綠色購買意圖)與群體層次(品牌權益)進一步做探討。本研究選擇每月有固定月收入之消費者為研究對象，共發放問卷總數450份，回收之408份問卷中，有效之問卷共226份，有效問卷回收率為55.39%。
本研究所探討之內容分為三部分。首先，探討道德強度與道德判斷對於綠色商品購買意圖之影響；接著，探討消費價值是否會影響道德判斷與道德強度；最後，探討品牌權益是否會對消費價值和道德強度與道德判斷具有調節效果。研究結果顯示：道德強度與道德判斷對於綠色商品購買意願皆具正向影響關係，道德強度對於道德判斷亦具有正向影響關係；消費價值中只有條件性價值對道德強度具有正向影響關係；消費價值中，社會性價值、條件性價值、環境價值、知識價值對道德判斷具有正向影響關係；品牌權益對於社會性價值到道德判斷、條件性價值到道德強度以及知識價值到道德判斷具有正向影響關係。
本研究貢獻如下：第一，以道德角度切入，探討消費者道德強度與道德判斷如何影響綠色商品購買意願，擴充消費者研究領域之研究。第二，本研究進一步詳細探討消費價值和道德強度與道德判斷間之關係。結合消費者價值理論與道德理論，提供更完整的架構來探討消費者在購買綠色商品時的影響因素。第三，本研究將品牌權益放在群體層次，並做為調節變數，且採用階層線性模型進行跨層次分析，以精確衡量品牌權益對於消費者之消費價值、道德強度、道德判斷到綠色商品購買意圖之關係。擴充品牌領域之研究，探討品牌權益是否會強化消費者綠色商品購買意圖之心理因素。
;This study addressed the question of how the effect of consumer values,moral intensity, moral judgment, and green product purchase intention is moderated by adjusting variables. In order to answer this question, this study employed hierarchical linear modeling to analyze the moderating effects of consumption value, moral intensity, moral judgment. This study selected the consumer who has fixed income monthly to be the subjects of research. 450 questionnaires were distributed in total, and among the 408 samples retrieved, 226 samples were valid, forming the valid response rate of 55.39%.
The content of this research can be divided into three parts. First, I explored how moral intensity and moral judgment affect green product purchase intention.Next, I discussed how consumer values affects moral intensity and moral judgmevt.Last, I discussed how the effect of consumer values,moral intensity, moral judgment is moderated by brand equity. It was found that moral intensity and moral judgment have positive effect on green product purchase intention.Conditional value has positive effect on moral intensity.Social value, Conditional value, Environment Value, and Knowledge value have positive effect on moral judgment. In addition,brand equity moderates the effects of conditional value on moral intensity, social value on moral judgment, and knowledge on moral judgment.
The contributions of this research were as follows. First, I explored how moral intensity and moral judgment affect green product purchase intention from the moral point。Second, I discussed the relationship with consumption value, moral intensity, moral judgment. Third, this study employed hierarchical linear modeling and use brand equity as adjusting variables.In order to explore the relationship with consumption value, moral intensity, moral judgment, and green product purchase intention accurately. |
