| Summary: | 碩士 === 育達商業科技大學 === 企業管理所 === 100 === issues in the international community. It is also the important issue of human and
earth coexistence and sustainable development. Now the Government is facing the
global and international issue and in addition due to energy shortages, the oil price
and the raw materials prices are rising continuously. The energy saving and carbon
reduction has been taken as an important policy from the central government down to
the local ones. They have put forward relevant policies to require people together
reducing carbon emissions to protect the earth and maintaining the sustainable
development and survival of human society.
The study adopts the statistical software package (SPSS18) and AMOS17 to
explore the general household consumers purchase behavior of the home inverter air
conditioners. It tries to find the relationship between the cognition and the legend
effect to the consumer purchase behavior respective under the saving energy and
reducing carbon environment.
The study is planned to issue 250 questionnaires with 205 effective returns (82%). It
showed that the significant positive causal effect on the cognition of energy saving
and carbon reduction to the purchase motivation and the legend effect of inverter air
conditioner and the significant positive causal effect on the legend effect of inverter
air conditioner to the purchase motivation, the brand emphasizing, and the post
purchase attitude.
Keywords: Energy Saving and Carbon Reduction, Inverter Air Conditioner,
Cognition, Legend Effect, Consumer Behavior.
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