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研究生:羅稚涵
研究生(外文):Chih-Han Lo
論文名稱:綠色市場導向、綠色行銷能力及綠色創新能力對企業綠色創新績效的影響
論文名稱(外文):The Effect of Green Market Orientation, Green Marketing Capability and Green Innovativeness on Corporation’s Green Innovation Performances
指導教授:唐資文唐資文引用關係
指導教授(外文):Tzy-Wen Tang
口試委員:方世榮林谷合
口試委員(外文):Shyh-Rong FangKu-Ho Lin
口試日期:2016-06-15
學位類別:碩士
校院名稱:國立中興大學
系所名稱:企業管理學系所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2016
畢業學年度:104
語文別:中文
論文頁數:89
中文關鍵詞:綠色市場導向綠色行銷能力綠色創新能力綠色創新績效
外文關鍵詞:Green Market OrientationGreen Marketing CapabilityGreen InnovativenessGreen Innovation Performances
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近年來,企業不當的生產活動造成生態環境遭受破壞,環保主義者開始施加企業壓力,企業必須將環境考慮進生產活動中的環境策略,界定可能產生的環境風險並加以避免,並採取對環境友善的生產方式、廢棄物回收再利用減少損耗,預防環境汙染。
根據Hart(1995)所提出的自然資源基礎觀點(nature-resource-based view),廠商運用組織能力主動提出創新的環境解決方案,來回應自然環境的壓力,環境導向策略被視為具有成本優勢以及增加與競爭者的差異化策略。然而,自然資源基礎觀點並未完全探討哪些能力能使廠商有效回應環境策略,以及如何整合這些能力,將環境的壓力轉化成組織績效。
本研究依據自然資源基礎觀點以及能力理論為基礎,將環境導向與市場導向整合為綠色市場導向(green market orientation),並根據Ngo and O’Cass(2012)的研究,來探討綠色創新能力與綠色行銷能力如何驅動廠商的綠色市場導向。研究模型整合成綠色市場導向、綠色行銷能力、綠色創新能力與綠色創新績效,並且關注兩個問題:(1)綠色市場導向、綠色行銷能力和綠色創新能力是否能夠增進綠色創新績效(2)綠色市場導向透過綠色行銷能力和綠色創新能力,轉化成綠色創新績效的程度。與其他研究不同的是,本研究是第一個以綠色行銷能力和綠色創新能力提升綠色創新績效。
本研究以綠色產業廠商為主要研究對象,根據經濟部工業局認證之綠色工廠標章之廠商、經濟部能源局之綠色能源產業供應鏈之廠商、經濟部國際貿易局之國際綠色典範獎之廠商、國際綠色產業展參展廠商作為問卷發放對象,並透過郵寄與網路問卷兩種,回收有效問卷共136份,並以此進行資料分析與實證研究。實證結果發現:(1)綠色市場導向對綠色行銷能力、綠色創新能力和綠色創新績效有顯著影響;(2)綠色行銷能力和綠色創新能力對綠色創新績效有顯著影響。最後,根據研究分析結果,提出理論與管理意涵,並針對未來研究提出建議。


In recent decades, firms create environmental problems during their production, environmentalists began to exert pressure on business to minimize the environmental pollution in the production of goods and services that have required managers to improve their firms’ environmental performance.
Based on Hart (1995) nature resource based view, dentifying and preventing environmental risks also allows firms to find new ways to cut operational costs, reduce consumption, re-use products and materials, or differentiate their image from that of their competitors. However, while there have been major advances in this area, little is yet known about why and how some firms are better than others at utilizing their capabilities in competitive markets to achieve superior performance.
Drawing upon the nature resource-based view and capability theory of the firm, a model is developed that integrates green market orientation, green marketing capability, green innovativeness, and green innovation performance.More specifically, this study addresses two research questions: (1) to what extent can green market orientation be transformed into green innovation performance outcomes through green marketing capabilities and green innovativeness; and (2) does the green marketing capability and green innovativeness enhance green innovation performance outcomes? In contrast to many existing studies, this study is the first to model the roles of both green marketing capabilities and green innovativeness in mediating the relationship between green market orientation and green innovation performance.
The validity of the model is tested based on a sample of 136 green factories certificated by bureau of energy and industrial development bureau, ministry of economic affairs and green energy industrial supply chain firms with Taiwan green classics awards. In answer to the research question, the findings show that green market orientation significantly contributes to green marketing capabilities and green innovativeness. Also, the results indicate that green market orientation works through the green marketing capabilities and green innovativenesss to influence green innovation performance. Finally, we provides the theoretical, managerial implications and suggestions for further research.

目次
第一章  緒論
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  論文結構與研究流程 3
第二章  文獻探討
第一節  綠色行銷 5
第二節  綠色市場導向 14
第三節  綠色行銷能力 20
第四節  綠色創新能力 24
第五節  綠色創新績效 28
第三章  研究方法
第一節  研究架構 31
第二節  假設推論 32
第三節  研究變數與操作化定義 36
第四節  資料蒐集與分析方法 43
第四章  資料分析與實證結果
第一節  抽樣過程與樣本特性 44
第二節  抽樣誤差檢定 48
第三節  信度與效度分析 50
第四節  研究假說驗證 57
第五章  研究結論與建議
第一節 研究結論 60
第二節 理論與實務意涵 65
第三節 研究限制與未來研究發展之建議 67
參考文獻 69
附錄、研究問卷 83


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