题名

道德感讓你買更多綠色產品？從知覺價格與知覺品質觀點探討綠色產品購買意願－以產品綠色程度為調節因素

并列篇名

Buy More Green Products Because of Moral Sense? Green Product Purchase Intention from Perceived Price and Perceived Quality: Product Green Degree as the Moderating Factor

作者

呂慈恩(TZU-EN LU)；李憶萱(YI-HSUAN LEE)；詹心怡(HSIN-YI CHAN)；張凱筌(KAI-QUAN ZHANG)

关键词

綠色程度 ； 知覺價格 ； 知覺品質 ； 道德強度 ； 道德判斷 ； Green Degree ； Perceived Price ； Perceived Quality ； Moral Intensity

期刊名称

輔仁管理評論

卷期/出版年月

26卷3期（2019 / 09 / 01）

页次

1 - 26

内容语文

繁體中文
中文摘要

本研究主要探討綠色產品購買意願的相關影響因素。以跨層次階層線性模型，分析群體層次（綠色程度）對個體層次的影響效果，進行知覺價格與知覺品質對道德強度及道德判斷之影響，並研究道德強度及道德判斷會對綠色產品購買意願產生何種影響。研究結果顯示：1.道德強度及道德判斷對綠色產品購買意願皆具有正向顯著影響；2.知覺價格與知覺品質分別對道德強度及道德判斷皆具有正向顯著影響；3.在知覺價格對道德強度及道德判斷之關係中，產品綠色程度能正向調節知覺價格與道德判斷之關係；在知覺品質對道德強度及道德判斷之關係中，綠色程度能正向調節知覺品質與道德判斷之關係。
英文摘要

This study focuses on the relevant factors affecting green product purchase intention. Using multi-level hierarchical linear modeling to focus on group level (green degree) and individual level. This study discusses the impact of perceived price and perceived quality on moral intensity and moral judgment, and examines how moral intensity and moral judgment influence green product purchase intention. The result shows that: 1. Moral intensity and moral judgment have significantly positive effect on the green product purchase intention. 2. Perceived price and perceived quality also has the significantly positive effect on the moral intensity and moral judgment. 3. In the relation of perceived price to moral intensity and moral judgment, green degree could be a positive moderator. In the relation of perceived quality to moral intensity and moral judgment, green degree could be a positive moderator.
主题分类 社會科學 > 管理學
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