消費者綠色消費與健康意識認知對電子煙使用態度之研究

Effect of Consumer's Green Consumption and Health Awareness on Their Attitude toward the Use of E-cigarette

本研究以曾經使用或現在正在使用電子煙的消費者為研究對象，探討電子煙的消費者在綠色消費者自我認同、健康意識、知覺價值、知覺風險及知覺價格是否會影響消費者使用態度、使用者滿意度與顧客忠誠度。研究結果發現：消費者使用電子煙產品後整體知覺價值對使用態度有顯著影響；消費者在購買電子煙時，使用態度會以價格較低優先選擇，但有部分消費者認為好的產品無論價格高低都會購買；消費者對電子煙使用態度越高，產生滿意度就越正向，而持續使用或向他人推薦的意願也越高。 The present study using previous and current e-cigarette consumers as the study subjects. To explore whether consumers of e-cigarettes in the green consumer self-identification, health awareness, perceived value, perceived risk and perceived price have an affect consumer attitudes, user satisfaction and customer loyalty. The study results found: After consumption, consumers' overall perceived value of e-cigarette products had a significant effect on their attitude toward use; When buying e-cigarettes, most consumers' attitude is that lower prices are preferable, but some consumers believe that good products should be purchased regardless of price; Consumers with a better attitude towards e-cigarette use were more positively satisfied, more likely to continue using the product, and more willing to recommend it to others.

The present study using previous and current e-cigarette consumers as the study subjects. To explore whether consumers of e-cigarettes in the green consumer self-identification, health awareness, perceived value, perceived risk and perceived price have an affect consumer attitudes, user satisfaction and customer loyalty. The study results found: After consumption, consumers' overall perceived value of e-cigarette products had a significant effect on their attitude toward use; When buying e-cigarettes, most consumers' attitude is that lower prices are preferable, but some consumers believe that good products should be purchased regardless of price; Consumers with a better attitude towards e-cigarette use were more positively satisfied, more likely to continue using the product, and more willing to recommend it to others.