LED照明產品消費決策因素之研究- 計畫行為理論之應用

Abstract

隨著全球暖化議題風潮興起，LED照明產品成為各國推動永續發展及節能減碳的新措施，越來越多的政府開始實施補助政策，消費者的購買意圖也隨之增加。本研究係針對「知覺價值」、「消費行為態度」、「主觀規範」、「知覺行為控制」、「消費行為意圖」之相互關係進行分析，探討LED照明產品的消費行為是受哪些因素影響。同時利用結構方程模式（Structural Equation Modeling, SEM）來驗證LED照明產品的消費決策模型並提供配適度報告。研究結果發現： 一、消費行為態度、知覺行為控制對知覺價值有顯著的正向影響； 二、消費行為態度、知覺行為控制與知覺價值對消費行為意圖有顯著的正向影響； 三、主觀規範對知覺價值與消費行為意圖皆無顯著的正向影響； 四、消費者目前對LED照明產品的知覺價值最低； 五、消費者目前對LED照明產品的消費行為態度最高； 本研究結果之LED照明產品消費決策模式可以提供產業界經理人在制定行銷推廣策略時的依據。

With the rising trend of global warming issues, LED lighting products become the countries to promote sustainable development and carbon reduction initiatives, more and more government beginning to implement subsidy policies, thus enhancing the consumer's purchase intention.This study analysis the relationship with “Perceived Value”、 “Attitude Toward Purchase Behavior”、“Subjective Norm”、“Perceived Behavior Control”、“Purchase Behavioral Intention” and explore which factors influence consumer behavior of LED lighting products.While using the Structural Equation Modeling(SEM) to verify the consumer decision model of LED lighting products and provides fit reports. The results showed that: First, Attitude Toward Purchase Behavior and Perceived Behavior Control has a significant positive effect on Perceived Value; Second, Attitude Toward Purchase Behavior、Perceived Behavior Control and Perceived Value has a significant positive effect on Purchase Behavioral Intention; Third, Subjective Norm has no significant positive effect on Perceived Value and Purchase Behavioral Intention; Fourth, consumers feel that the Perceived Value of LED lighting products is the lowest; Fifth, consumers feel that the Attitude Toward Purchase Behavior of LED lighting products is the highest; The results about the consumer decision model of LED lighting products can provide industry managers in developing marketing and promotion strategy basis.