The model of consumption behavior for green energy saving electronic goods: Based on perspective effective and efficient

• Main Authors: Chen Yun Shin, 陳筠欣
• Other Authors: Wu Li Wei
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/98142442780277749412

碩士 === 東海大學 === 管理碩士在職專班 === 98 === In pervious researches in regards to the green products, which were generality focusing on green marketing and green purchasing fields. It is rarely to investigate the consumer behavior for particular goods. This study is exploring the motives of behavior intention for customers to purchase the green energy saving electronic goods. Our study is base on the beliefs of “energy saving and carbon reduced” and “cost saving”, considering the customers whom will purchase the green energy saving electronic goods. And moreover, the former researches of TRA、TPB and TAM are also applies as the basis theory for this study model. In order to probe the critical factors of customer’s intention behavior for purchasing. This paper adopted the “Energy saving of knowledge” and “Altruism “ from the personal factor , the “Moral judgment” from the moral factor and “Social norm” from the society factor as the exogenous variables in the research model. And the mediators are beliefs of “ energy saving and carbon reduction usefulness” and “perception saving”. This empirical study is collected the data from Taiwanese residents by questionnaire and analyzed by SPSS. And the conclusion is as follows: 1. The “energy saving and carbon reduction usefulness” and “perception saving” will positive effect to the “behavior intention”. 2. The” Energy saving knowledge” has not correlated to the ” energy saving and carbon reduction usefulness” and “perception saving”. 3. The “Altruism” will positive effect to the “ energy saving and carbon reduction usefulness” and “perception saving”. 4. The “Moral judgment “ has significant correlated to the ” energy saving and carbon reduction usefulness” and “perception saving”. 5. The” social norm “ has positive effected to the “ energy saving and carbon reduction usefulness” and “perception saving”.