| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 101 === As facing of the appeal of anti-nuclear, the growing pressure of energy crisis has growing and global warming has growing rapidly at the 21st century. The resources must be applied more effectively. Therefore, green energy saving appliances consuming will become a main stream in the near future. At the theory base of TPB, the main purpose of this study is to explore the relationships among customers’ perceived benefits (psychological benefit, warm glow benefit, and nature experiences), attitude, subjective norm, perceived behavior control, and purchase intention in the context of green energy-saving appliances consuming. To generate theoretical and practical conclusions after hypothesis verified with SEM analysis, the data is collected through questionnaires and interviewing method. Data was collected through questionnaires for those 228 people responded and was put to analysis. The conceptual model has been proposed and subjected to empirical verification with the use a questionnaire survey. Then the method of structural equation modeling was employed to confirm of the research model and the cause-effect relationships with the variables.
The hypotheses were tested using the LISREL analysis. The result confirmed the influence of the warm glow, utilitarian and environment concern on their attitudes and perceived behavioral control toward purchase intention on energy saving application. Finally, the managerial implications of adopting environmentally-based marketing programs and concerns relevant to future research in this area are also addressed. This model fit TPB theory values forward to motive and then became behavior.
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