臺灣博碩士論文加值系統

環境生態問題已經是全球重視的議題，有更多消費者有意願購買對環境友善的產品，現今有很多企業實行環境保護之概念，積極研發製造綠色產品，並運用綠色產品的環保訴求和環保標誌，來對消費者發布綠色訊息。此外現今各產業市場競爭激烈，企業本身也意識到產品的行銷模式必須以消費者做為主要中心。因此，企業的品牌形象也是消費者對於品牌的整體印象的關鍵因素之一，消費者藉此判斷對產品的知覺品質與產品知覺價值，且影響消費者購買意願的重要方向因素。本研究運用實驗法中的實驗設計因子設計來衡量兩個或兩個以上的實驗變數效果外，同時也可測出個實驗變數之間的交互效果。將針對研究中的二個操弄變數（品牌形象、綠色產品）進行其主效果及交互效果的測驗。藉由研究探討，提升消費者對品牌形象信任及改變消費者的綠色產品態度，及加強消費者對產品的知覺品質與知覺價值，進而增加更多消費者購買綠色產品的意願。亦為本研究探討的方向，再配合相關理論及文獻，加以分析探討，根據分析得到以下三個主要結論：
（1） 探討品牌形象與綠色產品對消費者知覺品質之影響。
（2） 探討瞭解品牌形象與綠色產品對消費者知覺品質的交互之影響，是否會影響消費者的知覺品質。
（3） 探討知覺品質對知覺價值與消費者購買意願之影響。
最後，根據上述的研究結果和發現，對廠商提出具體相關建議，以做為廠商在市場上行銷策略上之參考。
關鍵字：品牌形象、綠色產品、知覺品質、知覺價值、購買意願

Environmental and Ecological Problems is a focus issue in the world, there are more consumers are willing to buy environmentally friendly products, nowadays there are many companies to implement the concept of environmental protection, the positive development, and manufacturing of green products, and the use of green products, environmental demands and the green flag to publish a green message to consumers. Today from each industrial markets competition, the enterprises themselves must realize product marketing model already concentrated to the consumer. Therefore, the company''s brand image is one of the key factors for consumers overall impression of the brand, the consumer''s perception of the product, product quality determination and perceived value, and important direction factor is consumers’ willingness for purchase. In this study, we use experimental method of experimental design factor to design the measurement for two or more experimental variable effects, and also to measure the interaction effects between the experimental variables. The main effects and interaction effects of two tests for the study of manipulated variables (brand image, green products). From this investigation, to enhance consumer trust and brand changing consumer attitudes green products, and enhance consumer perceived quality and perceived value of the product, will increase the willingness of consumers to buy more green products. Also the present study was to investigate the direction together with relevant theory and literature, to be analyzed and discussed according to the analysis to obtain the following three main conclusions:

(1) To investigate the influence from perceived quality customer on brand image and green products.
(2) To investigate the understanding of brand image and consumer perception of green products affect the quality of interaction, whether it will affect the perceived quality of consumers.
(3) Discussion of perceived quality purchase intention and perceived value to the consumer.

Finally, based on the above findings hope can provide a specific recommendation to manufacturers as a reference to marke the strategy in the market.

【Keywords】 Brand image, Friendly products, Perceived quality, Perceived value, Purchase intention

目錄
中文摘要...i
Abstract...ii
誌謝...iii
目錄...iv
表目錄...vi
圖目錄...viii
第一章 緒論...1
第一節 研究背景...1
第二節 研究動機 ...2
第三節 研究目的 ...3
第四節 研究流程 ...4
第貳章 文獻探討 ...5
第一節 洗潔精市場概況...5
第二節 品牌形象 ...12
第三節 綠色產品態度...16
第四節 知覺品質 ...20
第五節 知覺價值...22
第六節 購買意願...26
第參章 研究方法 ...29
第一節 研究假設 ...29
第二節 研究架構 ...32
第三節 研究變數的操作定義與衡量...33
第四節 研究對象與資料蒐集方法...38
第五節 前測問卷 ...40
第六節　正式實驗設計...42
第七節　分析方法...45
第四章 研究結果 ...48
第一節 樣本資料統計...48
第二節　自變數操弄檢定...51
第三節　因素分析與信度檢定...52
第四節　變異數分析與假設檢定...56
第五節 品牌形象與綠色產品態度對知覺品質之影響...58
第六節 知覺品質對於知覺價值之影響...63
第七節 知覺價值對於購買意願之影響...64
第五章 結論與建議...67
第一節 研究結論 ...67
第二節 管理意涵...69
第三節 研究限制 ...70
第四節 研究建議...70
參考文獻 ...71
中文文獻...71
英文文獻...73
網路查詢資料...81
附 錄一、...82
附 錄二、...87
表目錄
表 2-1 洗潔精用品產業年營收排名...6
表 2-2 液體洗潔精之生產量、銷售量及存貨量統計表...7
表 2-3 液體洗潔精之生產值、銷售值及存貨值統計表...7
表 2-4 近五年國民所得統計資料表...8
表 2-5 第一類環保標章產品資料...11
表 3-1 品牌形象之衡量項目...34
表 3-2 綠色產品態度之衡量項目...35
表 3-3 知覺品質之衡量項目...36
表 3-4 為知覺價值之衡量項目...37
表 3-5 為購買意願之衡量項目...38
表 3-6 本研究之因子設計...40
表 3-7 7 家環保清潔精廠商之品牌形象評價 ...41
表 3-8 正試問卷實驗組...43
表 3-9 問卷題項設計彙整表...44
表 4-1 各組問卷發放回收樣本資料...48
表 4-2 各組有效樣本數...49
表 4-3 人口統計變項資料...50
表 4-4 操弄品牌形象之 t 檢定...51
表 4-5 操弄綠色產品態度之 t 檢定 ...51
表 4-6 知覺品質主成分分析與信度檢定...53
表 4-7 知覺價值主成分分析與信度檢定...54
表 4-8 購買意願主成分分析與信度檢定...55
表 4-9 變異數同質性檢定表誤差變異量的Levene 檢定...56
表 4-10 知覺品質變異數分析摘要表 ...58
表 4-11 知覺品質平均數摘要表...59
表 4-12 品牌形象對知覺品質影響平均數影響之 t 檢定...60
表 4-13 綠色產品對知覺品質影響平均數影響之 t 檢定...60
表 4-14 知覺品質平均數 2x2 實驗組彙整表...61
表 4-15 知覺品質與知覺價值 Pearson 相關...63
表 4-16 知覺品質對知覺價值之簡單迴歸摘要表...63
表 4-17 知覺價值與購買意願 Pearson 相關...64
表 4-18 知覺價值對購買意願之簡單迴歸摘要表...65
表 4-19 本研究假說驗證結果...66
圖目錄
圖1-1 本研究流程圖...4
圖2-1 環保標章...10
圖2-2 影響品牌形象三要素...13
圖2-3 品牌知識概念圖...15
圖2-4 交易效用理論架構圖 ...27
圖2-5 消費者購買決策過程 ...28
圖3-1 研究架構...32
圖4-1 常態機率圖 ...57
圖4-2 品牌形象與綠色產品的交互作用...62

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