| Summary: | 碩士 === 南華大學 === 旅遊管理學系休閒環境管理碩士班 === 101 === Following the trend of eco-conscious in recent years, we take the consumer who purchase bicycle as an example to investigate the consumer behavior of green product in this study. To investigate it, we will use the variable factors, as perceived image、perceived quality、price acceptability、symbolic value、affective value and tradeoff value, to analyze the factors of purchase intention from consumers who are willingness to buy bicycle.
As the results show that the feeling of relaxation, low-carbon environment explicit images, pleasant experience and the quality of bicycle will affect consumer purchase intention. Compare to the comsumers for the purpose of leisure, the commuters pay more attention to environmental protection, and willing to make a contribution to Earth.
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