The Impact of Green Consumption, Promotional Activities & Perceived Value on the Purchase Intention －A sample of Electric Motorcycles

• Main Authors: Wei-Jia Chen, 陳韋嘉
• Other Authors: Meng-Jang Lin
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/r5a53f

碩士 === 朝陽科技大學 === 企業管理系 === 102 === The technology advancement and excessively environmental development have resulted in global warming getting more serious; energy conservation and carbon reduction therefore have become a globally emphasized environmental issue. The motorcycle density in Taiwan is ranked on top of the world, causing serious air pollution. The use of alternative energy transportation therefore is a future trend. Based on the effects among green consumption perception, promotion activity, perceived value, and purchase intention, people possessing the driving license of light-duty or original heavy-duty motorcycles are studied. With convenience sampling, total 400 copies of questionnaires were distributed in May-June of 2014, and the 378 valid copies were retrieved, with the retrieval rate 98.5%. The sample data are proceeded Descriptive Statistics, Reliability Analysis, Validity Analysis, Factor Analysis, and Regression Analysis for testing the research hypotheses. The analyses show partially significantly positive effects of green consumption perception on perceived value, remarkably positive effects of promotion activity on perceived value, notably positive effects of green consumption perception on purchase intention, significantly positive effects of promotion activity on purchase intention, and partially remarkably positive effects of perceived value on purchase intention.