| Summary: | 碩士 === 國立虎尾科技大學 === 經營管理研究所在職專班 === 101 === Small and medium enterprises (SMEs) are the backbone of the industrial structure in Taiwan. Under the influence of environmental protection issues, increasing importance has been attached to the development of green products. This research probes into paper products made of paper material, and investigates consumers’ acceptance towards paper products and attitude towards purchase intention.
Among the numerous small and medium enterprises (SMEs), this research chose paper product enterprise, which is closely-related to the issue of environmental protection, as the target, and treated Ccpaper as the case study. Ccpaper is a newly established brand with a fresh service model, and innovative products in the emerging market. This research investigated consumers’ environmental behaviors and attitude towards environmental products, as well as their knowledge of the logo of the Forest Stewardship Council (FSC). As a pioneering research on the topic, this research aims to provide effective suggestions for enterprises and future researchers.
The purpose of this research are to explore the influence of consumers’ identification with brands, overall satisfaction, product acceptance, information acquisition, and acknowledgment of environmental protection on their purchase intention. Moreover, it discussed whether consumers’ acceptance of products has a moderating effect on consumers’ overall satisfaction and purchase intention. The following null hypotheses are proposed: H1: The brand identification of the visitors of Ccpaper has no significant influence on their purchase intention; H2: The overall satisfaction of the visitors of Ccpaper has no significant influence on their purchase intention; H3: The product acceptance of the visitors of Ccpaper has no significant influence on their purchase intention; H4: The information acquisition of the visitors of Ccpaper has no significant influence on their purchase intention; H5: The acknowledgement of environmental protection of the visitors of Ccpaper has no significant influence on their purchase intention; H6: The product acceptance of the visitors of Ccpaper has no significant moderating effect on the overall satisfaction and purchase intention.
The result indicated that the influence of brand identification, product acceptance, information acquisition, acknowledgement of environmental protection, and overall satisfaction, on purchase intention, had all reached a statistical significance level. Therefore, the null hypotheses H1, H2, H3, H4, and H5, were all rejected. Regression analysis was conducted to verify whether the overall satisfaction has a moderating effect on purchase intention, and found that H6 was not rejected.
Based on the results, this research proposed suggestions for Ccpaper: (1) upholding the concept of environmental protection is conducive to consumers’ purchase intention; (2) strengthening brand marketing and increasing information dissemination channels; (3) developing unique characteristics; (4) continuing in innovation, and improving R&D. Moreover, as the market of paper products is an emerging topic, future researchers can increase the number of research samples, and compare a variety of paper products factories for a broader research.
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