| Summary: | 碩士 === 輔仁大學 === 管理學研究所 === 95 === The most challenging issues faced by the human species in the 21st century are preserving the environment and the rapid depreciation of energy. To encounter these issues, green products and green marketing will become important agendas to industries. When consumers are choosing a product, their decision often depends on their perceived value and perceived quality of the product. Customer perceived value comes from their perceived quality and the price they paid for it. Whether the product is of good quality and how the product will help them save energy cost will all play a part in determining how much the consumer is willing to pay for the products. Hence, green product development and how to market them becomes extremely important. The success of the product will depend on how consumers feel about its value at first sight.
In the past, researches of green products put their focus on product design and most of them use statistics to determine consumers’ will to buy the product. This research however hopes to determine consumers’ impression and judgment of green products from the consumers’ point of view directly and search for the ingredient that is essential in how consumers value the product. From there, we will be able to understand customers’ inner thoughts and demand. In this research, we used previous research documentations to discuss and explain the structure of customers’ values and then use those ingredients in developing green products to find out the actual elements that would affect customer’s value of green products.
This research is done with customer perceived quality and customer perceived value model as a basis, using the consumer perceived value to find out how consumers actually value the green products. We focused on the green products which industries can offer, altered their design and used a survey to discover how consumers feel about the value and quality of the product. Survey is based on the Likert-7 table and our main targets are ordinary Taiwanese consumers. We distributed 400 surveys at the entrances of electronics markets by hand, collected the samples, processed them and tried to understand the sample structure and results. A SPSS 10.0 software is used as a analysis tool to proof our hypothesis.
The results of this research are listed as follows:
1.The elements of designing green products do not create a major effect on consumer perceived quality on the product.
2.Customer perceived quality has direct effect on the consumer perceived value.
3.The design factors of green products have direct effect on the consumer perceived value of the product.
4.For the design factors of green product which are sensitive to price changes, any price increase will have adverse effect on the customer perceived quality and consumer perceived value .
From our results above, we also made several suggestions in terms of management in the real world.
1.Green products must further strengthen its performance related factors to make up for their lost in consumers’ valuation due to green design.
2.Increasing the functionality, service ability and popularity have major effect on the consumer perceived value of the products. While improving performance and durability only has little contribution to consumers’ valuation of the product.
3.If more research and promotion can be done on the green products’ ability to save energy, they will yield the best result. Many consumers are also aware of environmental friendly materials, thus using them in green products will improve consumers’ value perception of the product.
4.The higher the price, the worse the customer will value the product. This result is similar to traditional goods. The difference is that the energy saving design of green products will improve the consumers’ efficiency perception of the product as the price of them increase.
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