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研究生: 張勝翔
論文名稱: 綠色科技的採用行為:以油電車為例
Green Technology Adoption: HEV as an example
指導教授: 沈永正
學位類別: 碩士
Master
系所名稱: 全球經營與策略研究所
Graduate Institute of Global Business and Strategy
論文出版年: 2012
畢業學年度: 100
語文別: 中文
論文頁數: 48
中文關鍵詞: 綠色科技採用比較利益油電混合車環保意識產品知識
英文關鍵詞: Green Technology Adoptio, Relative Benefits, Hybrid Vehicle, Environmental Awareness, Product Knowledge
論文種類: 學術論文
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  • 本次研究是利用比較利益的角度探討綠色科技的採用行為,就形象、功能、環境利益和財務動機這四個因素探討對油電混合車購買意願的影響,並且以消費者的環保意識和產品知識作為干擾變數。

    This research examines green technology adoption from the angle of relative benefits. We observed how the four factors: Image, Function, Environmental Benefits and Financial Motivations influence the decision of buying a Hybrid Vehicle.
    Moreover, we take environmental awareness and product knowledge as moderators.

    目錄 ...............................1 圖目錄 ...............................3 表目錄 ...............................4 第一章 研究動機 .......................5 第二章 文獻探討與假設 ...............7 第一節 綠色消費者行為研究回顧 .......9 一、 消費者行為 ...............9 二、 綠色採用 ......................12 三、 比較利益 ......................13 第二節 油電混合車和一般汽油車的比較利益....14 一、 環境利益 ......................15 二、 形象 ......................15 三、 功能 ......................16 四、 財務動機 ......................16 第三節 綠色消費者 ..............17 第三章 研究設計與方法 ..............20 第一節 研究假設 ......................20 第二節 質性訪談 ......................21 一、 目的 ......................21 二、 訪談大綱設計 ..............21 三、 結果 ......................21 第三節 問卷設計 ......................22 第四節 統計分析工具 ..............25 一、 信度分析 ......................25 二、 因素分析 ......................25 三、 迴歸分析 ......................25 四、 迴歸係數檢定 ..............25 五、 虛擬變數 ......................26 第四章 研究結果 ......................27 第一節 人口統計 ......................27 第二節 信度分析及因素分析 ..............27 第三節 迴歸分析 ......................29 第四節 假設檢定 ......................30 第五章 討論與建議 ..............32 參考文獻 ..............................35 附錄一 問卷A ......................37 附錄二 問卷B ......................43

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