| Summary: | 碩士 === 育達科技大學 === 行銷與流通管理所 === 102 === The current study aimed to investigate the effect of students’ environmental attitude on laptop purchase intention. The results revealed that in the experimental design, environment-related elements were not mentioned by the participants. Among the 23 attributes, none of the 30 students mentioned environment-related contributes, leading to the first conclusion that without suggestion, green factors would not be taken into account in the purchase of laptop.
After the inclusion of three environment-related elements of laptop life cycle, the analysis of the SEM indicated that in terms of future purchasing intention, students who regarded APPLE as a good product and were satisfied with its good interface had more tendencies to buy Apple laptops.Students who considered Acer as a good one were more inclined to buy Acer laptops. Those who were satisfied with major functions, Asus showed a higher tendency to buy Asus laptops. The results suggested that moderating effect of brands existed in different brands. The results of the current study not only helped marketing staff develop more effective marketing strategies but also provided useful information regarding company-based marketing, with the aim to trigger customers’ loyalty to laptops of different brands.
Keywords:
Environmental concern,laptop life cycle assessment, multiple-groups structure equation modeling
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