綠色行銷、消費價值和綠色創新產品的採用之整合模式，以刺激－機制－反應模式及創新擴散理論為基礎

南華大學機構典藏系統 > 管理學院 > 企業管理學系(管理科學碩/博士班,非營利事業管理碩士班) > 博碩士論文-管理科學碩博士班 > Item 987654321/28690

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题名:	綠色行銷、消費價值和綠色創新產品的採用之整合模式，以刺激－機制－反應模式及創新擴散理論為基礎
其它题名:	An Integrative Model of Green Marketing, Consumption Values and Green Innovation Products Adoption: Based on S.O.R Model and Diffusion of Innovation Theory
作者:	賴亞蓉 PHICHLORNG, LEAV
貢獻者:	企業管理學系管理科學碩博士班吳萬益;廖英凱 WU, WANN-YIH;LIAO, YING-KAI
关键词:	綠色行銷策略;消費價值;感知的創新特徵;市場潛力;綠色產品創新採用 Green marketing strategy;consumption value;perceived innovation characteristics;market potential;green innovation product adoption
日期:	2021
上传时间:	2022-08-11 10:04:35 (UTC+8)
摘要:	現今環境惡化已引起國家、社區、企業和個人的嚴重關注，並開始將消費行為的觀點從傳統或非綠色轉變為環境永續之觀點。借鑒現有文獻，許多公司已廣泛應用於產品變革，推行綠色行銷。然而，在發展中國家，有關消費者對這種現象的反應的知識和訊息似乎仍相當有限。本研究旨在以「刺激(S)-機制(O)-反應(R)」模型及創新擴散理論對於綠色行銷策略影響柬埔寨Y世代消費者的創新綠色產品採用行為之調查。本研究之目的除了探討消費者綠色採用意願的主要因素，並且研究人口統計變數對消費價值、感知的創新特徵和市場潛力對創新綠色產品採用意願的調節效果。本研究採用量化研究，通過社交媒體平台（如Facebook、Line、Instagram等）蒐集331份有效問卷。由smartPLS檢驗研究模式，ANOVA用於檢驗調節效果。本研究結果，驗證了綠色行銷策略影響柬埔寨Y世代消費者的創新綠色產品採用行為會受到消費價值之中介效果，同時，年齡、教育、潛在市場及感知的創新特徵具有顯著之調節效果。本研究結果除可供學者進一步驗證，亦可供行銷從業人員和企業家提供了行銷管理和應用之參考。　　Nowadays, deterioration in the environment has triggered severe concerns to nations, communities, businesses, and individuals. Thereupon, everyone eventually become aware of the impact and start to shift their perspective regarding consumption behavior from traditional or non-green to more sustainable and greener. Drawing upon appropriate extant literature, green marketing mix is one among widely used to reform the way company produce more greener products due to its beneficial to the environment. Nevertheless, the knowledge and information on the consumers' respond to that phenomenon in developing countries, as though Cambodia is remains restricted. In this matter, the current research is to investigate the Generation Y consumers in Cambodia on the green innovation products adoption of green products through green marketing mix strategy by utilizing S-O-R model. As the core purpose of this research not only to examine the major factors that could assist the better consumers' green adoption intention, but also to scrutinize the moderating role of demographic on consumption values, perceived innovation characteristics and market potential on green adoption intention. To conduct this research, quantitative method was employed. The survey conducted based on 331 respondents via social media platform, such as Facebook, Line, Instagram, and Telegram. Exploratory factor analysis is performed by SPSS 25, confirmatory factor analysis, and smartPLS are used to test hypotheses. The finding of this study has produced an imperative contribution to both entrepreneurs/marketers and academics from the empirical results since the study not only focus on consumers' respond in Gen Y, but also carried out some crucial variables such as green investment intention as outcome, and potential market as a moderator between consumption value and adoption intention that being overlooked in the green marketing field.
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