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研究生:李紫潔
研究生(外文):Lee/Tzuchieh
論文名稱:航空公司推行永續行銷對企業形象及顧客忠誠度之影響:消費者永續行為之干擾
論文名稱(外文):The Effects of Airline’s Sustainable Marketing on Enterprise Image and Customer Loyalty: Moderating Effect of Consumer Sustainable Behavior
指導教授:胡凱傑胡凱傑引用關係
口試委員:胡凱傑賈凱傑張宏生
口試日期:2015-06-29
學位類別:碩士
校院名稱:東吳大學
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:2015
畢業學年度:103
語文別:中文
論文頁數:121
中文關鍵詞:永續行銷綠色行銷企業社會責任企業形象顧客忠誠度
相關次數:
  • 被引用被引用:4
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  • 下載下載:112
  • 收藏至我的研究室書目清單書目收藏:2
科技的發展造就便利的生活,同時也帶來生態及社會環境的破壞。企業為了因應環境的變化,紛紛推行永續行銷來尋求經濟、社會及環境的永續。然而,永續行銷是否對企業形象及顧客忠誠度產生影響,以及具有永續行為的消費者是否會干擾其影響程度,為本研究探討之重點。本研究藉由文獻回顧建立永續行銷 (綠色行銷、企業社會責任) 與企業形象及顧客忠誠度,以及消費者永續行為之間的關係假設,針對機場旅客,以隨機抽樣填答實體問卷之方式蒐集樣本,共獲得有效問卷368份,並以結構方程模式及迴歸進行分析。研究結果顯示,綠色行銷與企業社會責任、企業社會責任與企業形象及顧客忠誠程度、企業形象與顧客忠誠度之間有正向影響關係,綠色行銷與企業形象及顧客忠誠程度之間存在間接正向影響關係,而消費者永續行為對企業社會責任與顧客忠誠程度間存在干擾效果,且永續行為的程度也進一步影響了干擾效果。最後,本研究提出相關結論及建議,供航空公司管理者做為未來經營模式之參考依據。
The development of technology produces a convenient life nevertheless it also damages the ecological and social environment. In response to the rapid transformation of this environment, organizations implement sustainable marketing strategies to achieve the sustainability of economy, society and environment. This study explores the effects of Airline’s Sustainable Marketing on enterprise image and customer loyalty and the moderating effect of consumer sustainable behavior. Based on literature review, this research develops a hypothesis to identify the relationship between green marketing, corporate social responsibility (sustainable marketing) and corporate image, customer loyalty and consumer sustainable behavior. The analysis is obtained by means of the Structural Equation Model having 368 responses from airport passenger through questionnaire investigating. The results show that corporate social responsibility significantly correlated with corporate image and customer loyalty. Green Marketing indirectly correlated with corporate image and customer loyalty. Consumer sustainable behavior exist the moderating effect between corporate social responsibility and customer loyalty, and the levels of consumer sustainable behavior further influences the moderating effect. Conclusions provide airlines management propositions for prospect stewardship.
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究範圍與對象 4
1.4 研究內容與流程 4
第二章 文獻回顧 6
2.1 永續行銷 6
2.1.1 永續行銷之理論發展 6
2.1.2 永續行銷相關研究 19
2.1.3 國內航空公司永續行銷之實務概況 22
2.1.4 綠色行銷與企業社會責任之關係 26
2.2 企業形象 27
2.2.1 定義 27
2.2.2 航空公司企業形象之相關研究 28
2.2.3 永續行銷與航空公司企業形象之關係 29
2.3 忠誠度 31
2.3.1 定義 31
2.3.2 航空公司顧客忠誠度之相關研究 32
2.3.3 永續行銷與顧客忠誠度之關係 33
2.3.4 企業形象與顧客忠誠度之關係 35
2.4 消費者永續行為 36
2.4.1 定義 36
2.4.2 永續行為之相關研究 38
2.4.3 消費者永續行為在永續行銷與企業形象及顧客忠誠度之干擾 40
2.5 研究模式架構 42
第三章 研究方法 44
3.1 衡量變數與問卷設計 44
3.1.1 變數操作性定義與衡量 44
3.1.2 問卷設計 49
3.2 資料蒐集 49
3.3 分析方法 50
3.3.1 描述性統計分析 50
3.3.2 信度分析 50
3.3.3 結構方程模式 51
3.3.4 中介分析 55
3.3.5 混合設計多元迴歸分析 56
第四章 研究結果 57
4.1 樣本回收與敘述統計 57
4.1.1 回收情形 57
4.1.2 樣本結構 57
4.1.3 變數敘述統計 61
4.2 信效度分析 64
4.2.1 信度分析 64
4.2.2 內容效度 65
4.2.3 區別效度 65
4.3 模式驗證與適配分析 66
4.3.1 確認性因素分析 66
4.3.2 模式特性分析 69
4.3.3 路徑分析 70
4.3.4 中介分析 77
4.3.5 直接與間接效果 79
4.4 永續行為之干擾效果分析 81
4.4.1 對「綠色行銷與企業形象關係」之干擾 82
4.4.2 對「綠色行銷與顧客忠誠度關係」之干擾 82
4.4.3 對「企業社會責任與企業形關係」之干擾 83
4.4.4 對「企業社會責任與顧客忠誠度關係」之干擾 84
第五章 結論與建議 87
5.1 結論 87
5.2 管理意涵 90
5.3 後續研究建議 92
參考文獻 95
附錄一 問卷格式 118

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