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研究生:黃郁雯
研究生(外文):Huang, Yu-Wen
論文名稱:企業綠色行銷活動對企業形象與購買意圖影響之研究
論文名稱(外文):The Influence of Green Marketing Activities on Corporate Image and Purchase Intention
指導教授:謝錦堂謝錦堂引用關係
指導教授(外文):Hsieh, Jin-Tang
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:企業管理學系
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:2008
畢業學年度:96
語文別:中文
論文頁數:108
中文關鍵詞:綠色綠色產品綠色行銷企業形象購買意圖
外文關鍵詞:Corporate ImagePurchase IntentionGreen ProductGreen Marketing
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在環境保護議題的發燒下,消費者的環保意識日漸高漲,越來越多的廠商及消費者都注意到環境保護與永續發展的重要性,而綠色行銷正是順應此潮流,所發展出的一種新的行銷方式,因此,以消費者觀點探討綠色行銷的相關議題,將有助於企業發展該綠色策略。
而近年來,各企業為推廣綠色產品,都積極採取許多綠色行銷活動吸引消費者的目光,同時也把綠色的概念,傳遞教育消費者,提昇企業在消費者心目中良好的形象,利用企業行銷活動,促使消費者更能接受並消費綠色產品。本研究的研究目的有二:(1)瞭解企業綠色行銷活動對企業形象與購買意圖的影響;(2)研究企業形象對消費者購買意圖之關係。
在參考過去文獻後,本研究將綠色行銷活動構念以「對綠色產品的環境知覺」、「通路知覺」、「價格知覺」與「促銷知覺」四大構面加以分析探討對企業形象與購買意圖間的關係。
本研究實證分析之資料採便利抽樣抽樣法,以省油汽車為實證對象使用網路與紙本問卷的方式進行資料蒐集,共收集有效問卷363份,並使用結構方程模式(SEM)進行模式檢定與路徑分析。
實證結果顯示:(1)消費者的「綠色產品的環境知覺」與「通路知覺」會對「企業形象」產生正向影響;(2)「價格知覺」對「購買意圖」產生正向影響;(3)「促銷知覺」皆對「企業形象」與「購買意圖」的正向影響效果;(4)「企業形象」對「購買意圖」也成正向影響效果。研究管理意涵:發現「企業形象」在「綠色產品的環境知覺」與「通路知覺」分別有完全中介與部份中介的效果,表示在此部份消費者需透過企業形象才能對綠色產品產生購買意圖,並在最後提出相關管理意涵與未來研究之相關建議。
Under the trend of the rise of consumer environmentalism and the strict international regulations, these brought challenges to the companies in Taiwan. Therefore, green marketing will play an important role nowadays. The purpose of this study explores the performance of green marketing activities bring positive effects to corporate image and purchase intention. According to the literature, this study divides the constructs of green marketing activities into four dimensions including environmental perception of green products, perception of price, perception of place and perception of promotion. We adopt structural equation modeling (SEM) to analyze data. A total of 363 questionaries are valid. The results show that environmental perception of green products and perception of place are significantly correlated with corporate image. Then perception of price is significantly correlated with purchase intention. After that perception of promotion is significantly correlated with corporate image and purchase intention. Furthermore, environmental perception of green products and perception of promotion play moderating roles between corporate image and purchase intention. Further research implications would be explored next in the text.
目錄
致謝詞 I
中文摘要 III
英文摘要 IV
目錄 V
圖次 VII
表次 VIII

第壹章 緒論
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 5
第四節 章節架構 6
第貳章 文獻探討
第一節 綠色行銷 7
第二節 綠色產品 15
第三節 企業形象 23
第四節 購買意圖 26
第參章 研究方法
第一節 研究架構 27
第二節 研究假說 28
第三節 變數的操作性定義與衡量 33
第四節 問卷設計 38
第五節 資料蒐集 41
第六節 資料分析方法 44
第肆章 實證研究
第一節 敘述性分析 57
第二節 測量信度與效度分析 65
第三節 模型檢定結果 72
第四節 小結 82
第伍章 結論與建議
第一節 研究發現 84
第二節 策略意涵 86
第三節 研究貢獻 88
第四節 研究限制 89
第五節 後續研究建議 90
文獻探討 92
附錄A 104
附錄B 105
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三、網站部份
1.ANYA HINDMARCH:http://www.anyahindmarch.com/。
2.hybrid CARS:http://www.hybridcars.com/。
3.TOYOTA:http://www.toyota.com.tw/。
4.經濟部節能標章網站:http://www.energylabel.org.tw。
5.交通部:http://www.motc.gov.tw/。
6.行政院主計處:http://www.dgbas.gov.tw/mp.asp?mp=1。
7.行政院環保署:http://www.epa.gov.tw/。
8.經濟部中小企業處:http://www.moeasmea.gov.tw。
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