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研究生:王立翔
研究生(外文):Wang Li Hsiang
論文名稱:品牌綠色延伸效果影響因素之實證研究:以TOYOTAPRIUS為例
論文名稱(外文):An empirical study about the influential factors of brand green extension:Take the TOYOTA PRIUS as example
指導教授:黃義俊黃義俊引用關係
指導教授(外文):Huang Yi Chun
學位類別:碩士
校院名稱:國立高雄應用科技大學
系所名稱:商務經營研究所
學門:商業及管理學門
學類:一般商業學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:98
中文關鍵詞:原品牌特性相似性綠色延伸品牌環保態度品牌綠色延伸效果
外文關鍵詞:parent-brand characteristicsbrand green extension’s product characteristicsbrand green extension effectiveness
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綠色消費的思潮,已成為21世紀的主流,企業唯有努力使自己成為綠色企業、發展綠色行銷理念,方能在此環保潮流之中永續經營。綠色行銷一直是學術研究的重要議題,不過,先前的研究較少聚焦於綠色品牌的探討。近年來,綠色議題越來越受到重視,企業往往利用綠色消費者對環境關懷的特性來建立品牌形象,並且使用品牌綠色延伸作為品牌策略,以降低推出新產品時所需花費的行銷費用。因此,企業的品牌綠色延伸效果以及影響因素,值得進一步研究。
此外,由於品牌綠色延伸之產品概念與先前研究之品牌延伸產品概念不同,為一新綠色產品的延伸。因此,本研究將綠色因子加入品牌延伸效果影響因素之中,探討綠色影響因素對品牌綠色延伸效果之影響效果。同時,由於品牌態度為預測消費者購買行為之重要指標,且有研究指出,不同環保態度之消費者對於綠色行銷之反應有所不同。因此,本研究在品牌綠色延伸效果以及延伸影響因素之間加入消費者環保態度為調節變數,探討消費者環保態度對於品牌綠色延伸效果以及影響因素間之調節作用。
本研究採問卷調查法,以TOYOTA 之潛在消費者為抽樣對象,有效樣本300份。實證結果指出,除了『原品牌特性』與『相似性』為影響品牌綠色延伸之因素之外,在企業進行品牌綠色延伸時,『品牌綠色延伸產品特性』將會比『品牌延伸產品特性』更能夠解釋、預測品牌綠色延伸之效果。消費者環保態度在品牌綠色延伸產品特性與品牌綠色延伸效果間具有調節效果。
The ideological trend of green consumption has already become the mainstream in the 21st century. Enterprises must make themselves become green enterprises and develop the green marketing idea to take a sustainable development in the mainstream. Green marketing has been an important topic of the academic research all the time. However, previous researches are less likely to focus on the topic of the green brand. The green topic is more and more important in recent years. Enterprises use the character that green consumers pay attention to the environmental concept to build brand image, and use the brand green extension to be the brand strategy which can reduce the marketing expenses of the new products. Therefore, the effectiveness and influential factors of brand green extension, was worth to study further. We entered the green factors at the influential factors of brand extension, and investigated the effectiveness. Furthermore, brand attitude is an important index of consumer’s behavior. Therefore, we take the consumer's environmental attitude to be a moderating variable, and investigated the moderating effect.
In this research, adopt the method of questionnaire investigation on the consumers of TOYOTA. There are 300 effective samples. The results of empirical research are pointed out that "parent-brand characteristics" and "fit" are the influential factors of brand green extension. When enterprises use brand green extension, "brand green extension’s product category characteristics" are better than "brand extension’s product category characteristics" on the explaining and predicting effectiveness of brand green extension. Consumer’s environmental attitude has the moderating effect between the brand green extension’s product category characteristics and the brand green extension effectiveness.
目 錄
摘要 i
Abstract ii
目 錄 iii
圖 目 錄 iv
表 目 錄 v
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 研究對象 6
第五節 研究流程 7
第二章 文獻探討 8
第一節 綠色議題 8
第二節 綠色消費議題 13
第三節 消費者環保態度 17
第四節 品牌綠色延伸議題 23
第三章 研究方法 33
第一節 研究架構 33
第二節 操作型定義與衡量 34
第三節 研究假說 39
第四節 資料蒐集與問卷前測 42
第五節 研究方法 43
第四章 資料分析 46
第一節 信度與效度分析 46
第二節 樣本結構分析 55
第三節 研究構面之敘述性統計 57
第四節 研究變數之相關分析 62
第五節 複迴歸分析 66
第六節 消費者環保態度之調節效果分析 72
第五章 結論 77
第一節 研究發現 79
第二節 研究意涵 82
第三節 研究貢獻 84
第四節 研究限制與未來研究方向 85
附 錄 研究問卷 87
參 考 文 獻 91
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