Integrating TAM and TRA Theory to Discuss the Acceptance Attitude of Consumers toward Green Building

• Main Authors: Sun-chao Ko, 柯孫超
• Other Authors: Ming-tien Tsai
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/55933597661702350834

碩士 === 國立成功大學 === 高階管理碩士在職專班 === 97 === First of all, the purpose of this study is to build global framework, and to examine the relationships among trust, subject norm, perceived usefulness, perceived ease of use, attitude and behavioral intention. Judgment sampling was used in this study. Members were selected from consumers who visited real property construction companies. A total of 350 questionnaires were handed out and 321 valid feedbacks were received. The empirical data was analyzed by factor analysis, reliability analysis and validity analysis, and then used structural equation model to measure the relationship amongst the variables. Finally, the research is summarily concluded as follows: 1.The trust has positive direct effect on subject norm. 2.The trust has positive direct effect on perceived usefulness. 3.The perceived ease of use has positive direct effect ontrust. 4.The subject norm has positive direct effect on attitude. 5.The perceived usefulness has positive direct effect on attitude. 6.The perceived ease of use has positive direct effect on attitude. 7.The subject norm has positive direct effect on behavioral intention. 8.The attitude has positive direct effect on behavioral intention.