應用計劃行為理論探討綠色 護膚產品之購買意圖-以國家來源 與價格為干擾效果

CCUR > College of Business > Department of Business Administration & Graduate Institute of International Business Administration > Thesis > Item 987654321/28003

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/28003

Title:	應用計劃行為理論探討綠色護膚產品之購買意圖-以國家來源與價格為干擾效果 Applying the Theory of Planned Behavior to Explain Effects on Purchase Intentions of Green Skincare Products - Moderating Effects of Country of Origin and Price
Authors:	楊寶珠 Chutinart, Yansritakul
Contributors:	國際企業管理學系
Keywords:	計劃行為理論綠色護膚產品國家來源價格 country of origin environmental problem green skincare product price sensitivity theory of planned behavior
Date:	2014-06
Issue Date:	2014-09-05 10:53:55 (UTC+8)
Abstract:	Increasing awareness on various environmental problems has changed consumers’ behaviors and induced purchasing decisions on green products. Applying the Theory of Planned Behavior (TPB), this study aims to investigate the relationships between attitudes, subjective norms, and perceived behavioral control of green skincare products and purchase intentions of those products. In addition, participants of this questionnaire survey are randomly drawn from female students of different colleges of Chinese Culture University located in Taipei, Taiwan. Moreover, to gain better understanding about the relationship mentioned above, two variables, price sensitivity and country of origin are purposely selected to test the moderating effects. The primary data collected are analyzed with the simple regression analysis, and hierarchical regression analysis is conducted to probe the moderating effects. The empirical results indicated that all of the hypotheses developed for testing the moderating effects are supported. In other words, attitudes, subjective norms, and perceived behavioral control of green skincare products and purchase intentions are positively related. Furthermore, for stimulating green skincare products’ purchase intentions among high educated young females in the future, pricing strategy and country of origin are essential consideration for promoting those products.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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