臺灣博碩士論文加值系統

綠色行銷與綠色消費為近年來熱門的研究議題。本研究目的為探討綠色消費者是否因綠色品牌形象、來源國形象與綠色滿意度之影響進而形成綠色消費者購買意願影響，因此，將綠色品牌形象與來源國形象設為自變數，綠色滿意度為中介變數、綠色消費者購買意願為因變數來進行研究。
研究方法採問卷調查法，以大台北地區選擇購買具有節能標章的家電產品之綠色消費者為調查對象，先選取賣場後，再以便利抽樣之方式，對消費者於賣場購物結束時進行調查。問卷共計發放350份，無效問卷共計40份，有效問卷共計310份，回收率為85.4%。
研究結果顯示，綠色品牌形象與來源國形象對綠色消費者購買意願有正向影響；綠色品牌形象正向影響綠色購買意願，進一步影響消費後綠色滿意度的評價；在來源國商品形象方面，來源國聲譽形象、來源國刻板形象正向影響綠色購買意願，進一步影響消費後的綠色滿意度；而來源國聲譽形象、來源國刻板形象正向影響綠色購買意願，進一步並不會影響評價的綠色滿意度。

Green marketing and green purchase intention are popular research topics in recent years. The purpose was to find out the green purchase intention, green brand image, country of origin, country of origin of thus the Green Purchase Intentions, Green brand image and the country of origin as I.V. Using random sample selected stores in Taipei.
Total recovery was 85.4%. The study results shows green brand image and country of origin has a positive impact on the green purchase intention.
Study results show green brand image, positive impact on the green purchase inten-tion, further affect the consumption and evaluation of green satisfaction. Country of origin product image. Image of the reputation of the country of origin, country of origin stereotypes positive impact on the green purchase intention, and further affect the green consumer satisfaction. Country of origin product image. The image of the reputation of the country of origin, country of origin stereotypes positive impact on the green pur-chase intention, and further does not affect the evaluation of Green satisfaction.

中文摘要　．．．．．．．．．．．．．．．．．．．．． iii
英文摘要　．．．．．．．．．．．．．．．．．．．．． iv
誌謝辭　　．．．．．．．．．．．．．．．．．．．．． vi
內容目錄　．．．．．．．．．．．．．．．．．．．．． vii
表目錄　　．．．．．．．．．．．．．．．．．．．．． ix
圖目錄　　．．．．．．．．．．．．．．．．．．．．． xii
第一章　　緒論．．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究背景與動機．．．．．．．．．．．． 1
　　第二節　　研究問題與目的．．．．．．．．．．．． 2
第三節　　研究架構．．．．．．．．．．．．．．． 4
第二章　　文獻探討．．．．．．．．．．．．．．．．． 5
　　第一節　　綠色品牌形象．．．．．．．．．．．．． 5
　　第二節　　來源國形象．．．．．．．．．．．．．． 7
第三節　　綠色產品．．．．．．．．．．．．．．． 12
第四節　　綠色購買意願．．．．．．．．．．．．． 14
第五節　　綠色滿意度．．．．．．．．．．．．．． 17
第三章　　研究設計．．．．．．．．．．．．．．．．． 19
　　第一節　　研究假設．．．．．．．．．．．．．．． 19
　　第二節　　操作型定義與量表．．．．．．．．．．． 22
第三節　　研究樣本與資料收集．．．．．．．．．． 25
第四節　　分析方法．．．．．．．．．．．．．．． 25
第四章　　資料分析．．．．．．．．．．．．．．．．． 29
　　第一節　　基本資料分析．．．．．．．．．．．．． 29
　　第二節　　信度分析．．．．．．．．．．．．．．． 32
第三節　　相關分析．．．．．．．．．．．．．．． 35
第四節　　研究假設之驗證結果．．．．．．．．．． 35
第五章　　結論與建議．．．．．．．．．．．．．．．． 42
　　第一節　　結論．．．．．．．．．．．．．．．．． 44
第二節　　建議．．．．．．．．．．．．．．．．． 45
參考文獻　．．．．．．．．．．．．．．．．．．．．． 47
附錄　　 研究問卷．．．．．．．．．．．．．．．．． 60

表目錄
表 2-1 來源國形象之定義．．．．．．．．．．．．．．．． 9
表 2-2 來源國形象主要構面之相關研究．．．．．．．．．．． 11
表 2-3 綠色產品之定義．．．．． ．．．．．．．．．．．． 12
表 2-4 滿意度衡量構面之相關研究．．．．．．．．．．．． 17
表 4-1 有效樣本之基本資料分佈統計表．．．．．．．．．． 31
表 4-2 綠色品牌形象之信度分析．．．．．．．．．．．．． 33
表 4-3 來源國形象之信度分析．．．．．．．．．．．．．．． 33
表 4-4 綠色滿意度之信度分析．．．．．．．．．．．．．． 34
表 4-5 綠色消費者購買意願之信度分析．．．．．．．．．． 34
表 4-6 Pearson 績差相關係數矩陣表．．．．．．．．．．．． 35
表 4-7 綠色品牌形象、綠色消費者購買意願與綠色滿意度之層級迴歸分析．．．．．．．．．．．．．．．．．．．
36
表 4-8 來源國商品形象、綠色消費者購買意願與綠色滿意度之層級迴歸分析．．．．．．．．．．．．．．．．．．
38
表 4-9 來源國聲譽形象、綠色消費者購買意願與綠色滿意度之層級迴歸分析．．．．．．．．．．．．．．．．．．
39
表 4-10 來源國刻板形象、綠色消費者購買意願與綠色滿意度之層級迴歸分析．．．．．．．．．．．．．．．．．．
40
表 5-1 研究假說結果彙整．．．．．．．．．．．．．．．． 42

圖目錄
圖 1-1 研究架構．．．．．．．．．．．．．．．．．．．．． 4

一、中文文獻
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蔡瓊嬅(1997)，消費者對不同綠色廣告之廣告態度研究－以臺北市三所國立大學學生為例，交通大學管理科學研究所未出版之碩士論文。












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