綠色產品之消費者購買意願探討：以消費性太陽能產品為例

A Study on Consumer's Desire of Green Product: A Case Study of Consumer Solar Products

全球暖化、海平面上升及溫室效應持續增加致使全球溫度上升及氣候異常造成災害頻傳。2011日本地震、核災影響、能源危機及油價高漲等因素，使得替代能源及節能技術更顯重要。近年世界各國環保意識抬頭，消費綠色產品除能滿足消費者對產品的需求外，使用綠色產品亦具備環保功效。本研究期望藉由「消費性太陽能產品」探討消費者對綠色產品在體驗行銷、體驗價值、消費者動機、消費態度及購買意願的相關性，提供業者行銷策略參考，同時教育消費者並喚醒消費者的環保情懷，為地球盡一份心力。本研究採量化研究，以台灣地區一般消費者為研究對象進行問卷調查，總計發放500份問卷，回收454份，有效問卷共391份。調查結果進行敘述性統計、單因子變異數分析及迴歸分析，結果顯示96.7%受訪者願意購買消費性太陽能產品，其中61.9%受訪者僅願意花原價1.5倍以下的價格購買太陽能消費產品，顯示業者開發新產品時須壓低成本。研究結果顯示消費者在體驗行銷對體驗價值、消費者動機及消費態度均呈現正向影響，消費者動機及體驗價值對消費態度呈現正相關，而消費態度正向影響購買意願。

Global Warming, Raise of sea level and continuous impact of Greenhouse effect cause the increase of global temperature and abnormal climate. It results in the frequent disasters around the world. Impacted by the Japan earthquakes and nuclear disaster in 2011, energy crisis and rising price of petroleum, alternative energy and energy-saving technology become more important. In recent years, because of the raise of eco-awareness around the world, consumer solar products not only satisfy the needs of the customer but also provide the function of environmental protection. By studying the relationship of the experience marking, experiential value, consumers' motives, Consumer attitude and purchase intention of green product, hope this study can provide the marketing strategy reference to the enterprise. In the mean time, through this study, hope to educate and awake the customer feeling about the environmental protection in order to do everyone's best to give back to the Earth.This study used quantitative research method. The population of this study is from the regular consumer in Taiwan area. The population of this survey is 500 and 454 surveys are returned. 391 questionnaires are effective. Based on the survey result, the study runs descriptive statistics, single factor variance analysis and regression analysis. Survey results show 96.7% of respondents are willing to purchase consumer solar products, and 61.9% respondents would like to spend less than 1.5 times price to buy consumer solar products. It revealed vendors must lower the costs of developing new products. The result of the study shows the positive effect on experiential marking to experiential value, consumer motive and consumer attitude. It also shows the positive relation on the consumer attitude to consumer motivation and experiential value. The consumer attitude has positively impact to the purchase intention.