The Moderating Effect of Government Policy upon the Relationship between Purchasing Intention and Behavior Concerning the Green Innovative Products - Evidence from the Residential Solar Photovoltaic Systems in Taiwan from the Perspective of the Theory of Planned Behavior

• Main Authors: Wu, Ming-Chieh, 吳明杰
• Other Authors: Lin, Hsin-Mei
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/jfghsj

博士 === 國立暨南國際大學 === 國際企業學系 === 106 === The Theory of Planned Behavior (TPB) used to be widely supported regarding the general low involvement products. With the rise of the green innovative industry, however, numerous green products feature high involvement and innovation, which leads to a purchasing behavior with higher external complexity. As a result, it is necessary to take a new look at the application of the theory of planned behavior concerning the green innovative products. This study aims to adopt the theory of planned behavior to examine the mediation effect of the purchase intention in the attitude, subjective norm, perceived behavior control, and actual purchasing behavior. The regression analysis based on the observation of 502 surveys proves the mediation effect is established in the purchase intention, which supports the applicability of the theory of planned behavior in high involvement products. It is also found that the government policy has positive moderator effects in increasing purchase intention. Relative theories and practices are also discussed.