綠色行銷對男性消費者購買消費行為影響之研究- 以台北市消費者為例

Abstract

本研究之目的在探討不同「人口統計變數」的筆記型電腦男性消費者在消費者行為之決策過程中及購買時態上是否有差異，並以綠色行銷知覺對購買時態作為干擾變數。

本問卷採用問卷調查法，以台北市男性消費者，做為本研究正是問卷發放之對象，最後回收的有效問卷為783份。本研究參考學者專家過去的量表作為本研究之工具，並與文獻探討相對照作為依據，經過統計分析後，並得出以下結果： 1.筆記型電腦男性消費者的人口統計變數，在「購買時態」上，有顯著差異。 2.筆記型電腦男性消費者的人口統計變數，在「資訊來源」上，有顯著差異。 3.筆記型電腦男性消費者的人口統計變數，在「購買動機」上，有顯著差異。 4.筆記型電腦男性消費者的人口統計變數，在「產品屬性的評估準則」上，有顯著差異。 5.筆記型電腦男性消費者的人口統計變數，在「綠色行銷知覺」上，有顯著差異。 6.「綠色行銷知覺」會影響筆記型電腦男性消費者的「購買時態」。 根據上述結果，本研究提出管理上之意涵及研究限制與建議，工企業經營者以及未來研究者參考。

This paper investigates the differences between male-consumers demography and consumer behavior in purchasing notebook computers，and use the sense of green marketing as an interference variable。 In this research, we sample male consumers who are living in Taipei through questionnaire, with 783 questionnaires being valid. In this study, we use some scholars’ scales as a tool and with past researches as a basis; tested our hypothesis through statistical analysis, and below are the findings: 1.Differences in demography in male consumers in purchasing note book computers on consume timing are siginificant. 2.Differences in demography in male consumers in purchasing note book computers on information research are siginificant. 3.Differences in demography in male consumers in purchasing note book computers on purchase motivation are siginificant. 4.Differences in demography in male consumers in purchasing note book computers on evaluations of notebook are siginificant. 5.Differences in demography in male consumers in purchasing note book computers on the sense of green marketing are siginificant. 6.The sense of green marketing will affect male consumers in purchasing note book computers on purchase timing.