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研究生:吳念庭
研究生(外文):Wu, Nien-Ting
論文名稱:顧客對於企業使用綠色包裝之滿意度 及忠誠度之探討:以S-O-R架構 為基礎之實證研究
論文名稱(外文):An exploration of customer satisfaction and customer loyalty for a business using green packaging: An empirical study based on the stimulus-organism-response framework.
指導教授:許嘉霖許嘉霖引用關係
指導教授(外文):Hsu, Chia-Lin
口試委員:陳穆臻賴素鈴
口試委員(外文):Chen, Mu-ChenLai, Sue-Ling
口試日期:2014-06-19
學位類別:碩士
校院名稱:中國文化大學
系所名稱:國際企業管理學系
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:2014
畢業學年度:102
語文別:中文
論文頁數:64
中文關鍵詞:產品品質知覺信任知覺價值顧客滿意度顧客忠誠度
外文關鍵詞:product qualityperceived trusperceived valuecustomer satisfactioncustomer loyalty
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本研究主要目的為洞悉影響顧客對於企業使用綠色包裝之滿意度和忠誠度之因素,本研究茲將以S-O-R架構為基礎,以探討產品品質如何影響顧客知覺價值與知覺信任,進而影響其顧客滿意度與顧客忠誠度。本研究共回收250份問卷,有效問卷為239份。再者,利用LISREL 8.54進行實證分析,以驗證本研究模式所提之假說。
結果發現產品品質會透過知覺信任與知覺價值影響顧客忠誠度,知覺價值亦會影響顧客滿意度。另外,本研究亦發現知覺信任對於顧客滿意度無顯著之影響,而顧客滿意度與顧客忠誠度之間有一顯著正向之影響。因此,依據本研究之結果發現得以獲悉企業能透過綠色包裝之使用,提高顧客對其產品品質之知覺,而增加其對該企業之信任與知覺其產品之價值,進而增加其滿意度與忠誠度。

This study aims to investigate the determinants of customer satisfaction and cus-tomer loyalty in the context of the enterprise use of green package. Specifically, a re-search model for testing the relationships among these constructs based on the stimu-lus-organism-response (S-O-R) framework is outlined. The data is subjected to structural equation modeling through the LISREL 8.54 program. Specifically, structural equation modeling (SEM) was used to examine the hypothesized relationships among the variables. A total of 250 questionnaires were collected. After deleting the invalid ques-tionnaires, a total of 239 valid questionnaires were used into our analysis.
The findings of this study show that product quality has a significant impact on perceived trust and perceived value, and in turn, affects customer loyalty. Additionally, the impact of perceived value on customer satisfaction is also confirmed in this study. In addition, our results find that perceived trust has no significant impact on customer sat-isfaction, and additionally customer satisfaction has a significant impact on customer loyalty. Thus, based on the findings of this study, we can realize that enterprise can im-prove customers’ perception of product quality to increase their trust and perceived val-ue, and in turn, enhance their satisfaction and loyalty by using green package.

中文摘要 ..................... iii
英文摘要 ..................... iv
誌謝辭  ..................... v
內容目錄 ..................... vi
表目錄  ..................... viii
圖目錄  ..................... ix
第一章  緒論................... 1
  第一節  研究背景與動機............ 1
  第二節  研究目的............... 3
第三節  研究架構............... 4
第二章  文獻探討................. 5
  第一節  綠色包裝............... 5
  第二節  S-O-R架構.............. 7
  第三節  S-O-R架構於本研究之應用....... 8
第四節 研究假說發展............. 9
第三章  研究方法................. 16
  第一節  樣本與資料蒐集............ 16
第二節  變數操作性定義及問卷設計....... 16
第三節 資料分析工具與方法.......... 23
第四節 前測問卷............... 25
第四章  實證分析結果............... 27
  第一節  樣本敘述性統計分析.......... 27
  第二節  信度與效度分析............ 28
第三節 假說檢定............... 31
第五章 結論與建議................ 34
第一節  研究結論............... 34
第二節 管理意涵............... 35
第三節 研究限制與未來研究方向與建議..... 36
參考文獻 ..................... 37
中文部分.................... 37
英文部分.................... 39
附錄  研究問卷.................. 53

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1. 知覺價格、知覺價值與知覺服務品質對消費者滿意度與再購意願影響之研究-以花蓮地區觀光飯店為例
2. 信任、主觀規範、涉入程度與知覺價值之研究-以電視關鍵字搜尋廣告為例
3. 網路商店經營的前置變項對顧客滿意度之影響:以網路信任為中介變項
4. 消費者綠色產品信任度之研究
5. 綠色品牌知識、知覺綠色價值與綠色品牌關係對綠色購買意圖之影響-以逆物流再製品的消費者為例
6. 關係品質、綠色產品認知對綠色產品採購意圖之影響-以綠色購買態度為中介變數
7. 綠色消費價值、滿意度與忠誠度之研究—以高雄愛河愛之船為例
8. 進口綠色產品使用滿意度、信任與忠誠度關係之研究
9. 服務品質、滿意度與忠誠度關係之研究─以中華電信公司ADSL顧客為例
10. 消費者認知之產品品質、服務品質及價格對滿意度及忠誠度之影響-於三種有形性比重不同服務業之比較
11. 健康體適能俱樂部會員參與動機、顧客滿意度及忠誠度關聯性之研究---以金牌健康體適能俱樂部為例
12. 銀行業服務品質、企業形象、顧客滿意度與顧客忠誠度關聯性之研究
13. 電子商店之關係品質模式----融合交易成本理論及科技接受模式的觀點
14. 服務品質、顧客滿意度與顧客忠誠度關係之研究-以證券商為例
15. 體驗行銷、體驗價值、顧客滿意度與忠誠度關係探討-以台北市立北投區運動中心為例
 
1. 應用計劃行為理論探討綠色 護膚產品之購買意圖-以國家來源 與價格為干擾效果
2. 化妝品綠色包裝設計及綠色消費行為意向對綠色消費教學信念之影響-以嘉義縣國小教師為例
3. 探討影響遊客重遊意願之因素
4. 應用感性工學於餐廳品牌之設計
5. 以綠色包裝的角度探討包裝設計以助於提升消費者購買行為之研究
6. 異文化管理對和平文化經營理念與 組織承諾關係之干擾效果— 以美日在台子公司為例
7. 綠色包裝的設計應用之研究-以2012「台北包裝 綠色奇機」台北市產品包裝改善輔導計畫為例
8. 企業倫理與工作績效之關係兼論美日異文化管理制度差異之干擾效果
9. 品牌社群參與與價格敏感度關係之研究
10. 探究實用與享樂價值對於行動應用程式的滿意度與持續使用意圖之影響:心流體驗與知覺好玩為中介變數
11. 服務品質、體驗行銷、顧客滿意度、再購意願之研究-以統一星巴克咖啡為例
12. 綠色消費價值、滿意度與忠誠度之研究—以高雄愛河愛之船為例
13. 虛擬顧客環境之共創價值行為研究-以自行車線上社群為例
14. 食物品質、環境氣氛及服務品質對顧客滿意度及顧客忠誠度之關係研究:以春天素食餐廳為例
15. 遊客對泰國曼谷的五星級飯店之服務缺失補救、缺失嚴重程度、顧客滿意度及顧客忠誠度之研究 - 以亞洲觀光客為例
 
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