全球暖化現象日益嚴重與油價攀升問題，使柴油車成為消費者之新選擇。本研究以柴油車為例，探討綠色耐久性產品之產品知識、產品形象與知覺品質對消費者購買意願之影響，並採知覺價值與價格接受度作中介變項，建立綠色消費相關變數間之結構模式，以具購車能力之有車民眾為研究對象進行問卷調查，運用LISREL 8.54統計分析軟體，衡量本研究模式之整體配適度與各構面間因果路徑。 研究結果顯示，消費者對於綠色耐久財之產品形象、知覺品質皆會對其購買意願產生顯著地間接影響；而因為目前資訊透明化及民眾環保意識提升，消費者擁有的綠色耐久財之產品知識對於其購買意願之間接影響則較不明顯。此外，由於價格接受度與知覺價值皆正向影響著購買意願，且價格接受度亦可透過知覺價值中介影響購買意願，因此就兩者對購買意願的相對影響程度而言，價格接受度較強。意即消費者對於綠色耐久財的購買與否，仍以本身是否能負擔與接受產品之價格為優先考量。 建議行銷者可透過以下兩種努力以提升消費者對綠色耐久財之購買意願：1.加強綠色耐久財之產品形象，以塑造消費者藉由使用綠色耐久財所建立之文化及象徵價值，進而提升消費者的購買意願。2.降低綠色耐久財之價格，以符合消費者之價格期待。 The purpose of this project is to analyze the consumer behavior of purchasing diesel engine vehicles. It conducts a survey through questionnaire also an analysis for those who live in northern part of Taiwan and are capable of buying new cars now or in future from Structural Equation Modeling of green durable goods' product knowledge, product image, perceived quality on consumers' purchasing intention ,and taking perceived value, price acceptability as mediator. The result shows that the green durable goods' product image and perceived quality had significantly indirect effect on the consumer's purchase intention. Because of present information circulation and people's environmental protection consciousness promotion, the consumer has product knowledge of the green durable goods hadn't indirect effect on purchase intention. In addition, both price acceptability and perceived value had significantly positive effect on the purchase intention, among other things, the effect of the price acceptability on the purchase intention was more than that of the perceived value on the purchase intention. It shows that pricing is the majority concern when people purchase the green durable goods. The suggestion marketing can use the following two kinds of efforts to promote the consumer to purchase the green durable goods: 1. Enhancement product image of the green durable goods, to increase the consumer by using the green durable goods created by the cultural and symbolic values, finally promote consumer's purchase intention. 2. Reduces price of the green durable goods, conforms to price of anticipation the consumer.
