探討分析歐萊德洗髮精產品購買意願之影響關鍵因素研究

The Study of the Key Effect Factors on Purchase Intention of O'right Shampoo Product

10.29893/NCUTMAN.201811.0109

劉晉宏(Chin-Hung Liu)；張瑀宸(Yu-Chen Zhang)；洪欣郁(Hsin-Yu Hung)

綠色行銷 ； 橘色科技 ； 知覺價值 ； 綠色消費態度 ； 購買意願 ； Green Marketing ； Orange Technology ； Perceived Value ； Green Consumption Attitude ； Purchase Intention

管理學術研討會

第十六屆（2018 / 11 / 01）

1116 - 1127

繁體中文

綠色科技已發展了數十個年頭，起初綠色行銷並不受到重視，直到環境遭受破壞及環保人士努力倡導環保知識下，人們逐漸重視環保，企業為了維護環境也開始研發親和地球的環保商品，藉此減少對環境的傷害，以改善環境品質。綠色環保雖已深植人心，但因過於強調環保概念，而致較缺少了產品健康的價值。而近年來，許多學者提倡必須回歸人本層面和加強人文精神，橘色科技正是落實這精神的人本科技，代表著人類健康的永續價值。綠色行銷結合橘色科技將為企業及社會都帶來正面顯著影響，真正落實永續的生存環境與健康永續的生活價值。因此，本研究主要在探討具環保成分歐萊德洗髮精之綠色行銷、橘色科技、知覺價值、綠色消費態度與購買意願之間的相關性及其影響關係，而研究對象為使用歐萊德洗髮精的消費者且對其進行問卷調查，並運用統計方法來進行資料分析。藉由研究分析結果顯示：（1）綠色行銷、橘色科技、知覺價值、綠色消費態度與購買意願之間存在顯著之正向相關性；（2）綠色行銷對綠色消費態度與知覺價值、橘色科技與知覺價值對綠色消費態度、綠色消費態度對購買意願皆存在顯著之正向影響關係；（3）人口統計變數中之居住地區對綠色行銷和綠色消費態度及每月花費金額對橘色科技和綠色消費態度皆存在顯著之認知感受差異。

Green Technology has developed dozens of years. The concept of environmental protection was not valued until people started to notice the destruction of the environment along with the environmentalists' effort of promoting environmental protection knowledge. People gradually paid attention to the importance of environmental protection by considering and choosing the product that is friendlier to the environment. In order to preserve the environment, many corporations begin to develop products that reduce damage and improve the quality of the environment. Although the environmental protection has fully promoted, health value of the product is still lacking. Nowadays, scholars started to promote Orange Technology, which is an implement to strengthen the humanistic spirit by applying health and happiness. The combination of Green marketing and Orange Technology would benefit corporations and society by having significant living environment and a healthy life. Therefore, this study mainly explores the correlations and impacts between green marketing, orange technology, perceived value, green consumption attitude, and purchase intention for O'right shampoo with environmental protection ingredient. The research objects of this study were O'right shampoo consumers, and we surveyed those consumers by questionnaires. The data obtained from survey were analyzed by statistical methods. The results of this research indicate that 1. There was a significant positive correlation between green marketing, orange technology, perceived value, green consumption attitude, and purchase intention; 2. There were significant positive impacts among green marketing, perceived value, and green consumption attitude. There were also significant positive impacts between orange technology and green consumption attitude, green consumption attitude and purchase intention; 3. There were significant differences of perceptions on green marketing and green consumption attitude for the residence area of demographic variables. There were also significant differences of perceptions on orange technology and green consumption attitude for the monthly expense of demographic variables.