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研究生:簡加宜
研究生(外文):CHIEN, CHIA-YI
論文名稱:探討環境友善程度對綠色品牌權益之影響: 以綠色信任及綠色滿意度為中介變數
論文名稱(外文):The Influence of Environmental Friendliness on Green Brand Equity: The Mediation Effect of Green Trust and Green Satisfaction.
指導教授:陳宥杉陳宥杉引用關係
指導教授(外文):CHEN, YU-SHAN
口試委員:吳坤山李育憶董澤平謝佳宏
口試委員(外文):WU, KUN-SHANLEE, YU-IDONG, TSE-PINGHSIEH, CHIA-HUNG
口試日期:2020-06-08
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:2020
畢業學年度:108
語文別:中文
論文頁數:76
中文關鍵詞:環境友善程度綠色品牌權益綠色信任綠色滿意度
外文關鍵詞:Environmental FriendlinessGreen Brand EquityGreen TrustGreen Satisfaction
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近年來,隨著全球暖化問題日益嚴重,環保議題持續發燒,人類驚覺早在二十世紀末,地球環境就開始遭受到破壞與汙染,消費者開始對環保問題密切關注與重視,因應綠色消費時代的到來,眾多企業開始著重於環境保護及永續發展的產品研發製造,面對嚴峻的環境問題日益攀升,企業該採取什麼樣的經營模式來改變既有的傳統觀念,進行綠色行銷推廣,提倡環境保護的迫切性。因此,本研究以消費者的觀點出發,探討綠色產品所帶來的環保議題之間的關聯性,提供綠色相關企業作為未來經營發展之方向。
本研究主要探討為下列四項構念之間的關聯性:(1)探討環境友善程度對綠色信任之影響;(2)探討環境友善程度對綠色滿意度之影響;(3)探討綠色信任對綠色品牌權益之影響;(4)探討綠色滿意度對綠色品牌權益之影響;(5)探討環境友善程度對綠色品牌權益之影響;(6)探討綠色滿意度對綠色信任之影響;並且探討綠色信任及綠色滿意度是否在環境友善程度對綠色品牌權益之間,扮演中介變數的角色。
本研究利用問卷發放的調查方法,進行資料蒐集,調查對象為一般消費大眾,共回收有效問卷359份,經過數據統整後,使用統計軟體SPSS 25.0及AMOS 24.0作為主要分析工具,針對問卷結果進行樣本結構分析、各構念之統計分析、配適度分析、信效度分析、相關係數矩陣分析及驗證性因素分析;使用結構方程模式(SEM)進行模型檢定與各個構念之間的路徑分析,依序驗證本研究之各項假說。
本研究經由實證結果分析顯示:(1)環境友善程度正向影響綠色滿意度及綠色品牌權益;(2)綠色信任正向影響綠色品牌權益;(3)綠色滿意度正向影響綠色信任;(4)綠色信任及綠色滿意度對於環境友善程度與綠色品牌權益之影響,同時存在中介效果;(5)環境友善程度對綠色信任及綠色滿意度對綠色品牌權益無顯著影響。
關鍵字:環境友善程度、綠色品牌權益、綠色滿意度、綠色信任

In recent years, as global warming problems have become more serious and environmental protection issues have continued to rise. The consumers have pay close attention and attention to environmental awareness. In response to the era of green consumption, more and more companies have begun to focus on environmental protection and sustainable development of product development and manufacturing. What kind of business model should companies adopt to change the existing traditional concepts, and how to promote “green marketing”. This study will explore the relevance of environmental issues brought by green products from the consumer's point of view, and enhance green related enterprises as the direction of future business development.
The purpose of this study is to examine the relationship between the following constructs, 1.Explore the impact of environmental friendliness on green trust. 2. Explore the impact of environmental friendliness on green satisfaction. 3. Explore the impact of green trust on green brand equity. 4. Explore the impact of green satisfaction on green brand equity. 5. Explore the impact of environmental friendliness on green brand equity. 6. Explore the impact of green satisfaction on green trust. And also explore whether green trust and green satisfaction play an intermediary role between environmental friendliness and green brand equity.
This study uses the survey method issued by the random questionnaire to collect data. We adopt structural equation modeling (SEM), and confirmatory factor analysis (CFA) to confirm the relationship between the four constructs, and using the statistical software SPSS 25.0 and AMOS 24.0 as the main analysis tools to analyze the path between each construct to verify the hypotheses of this study in order.
This study shows that, 1. Environmental friendliness positively affects green satisfaction and green brand equity. 2. Green trust positively affects green brand equity. 3. Green satisfaction positively affects green trust. 4. Green trust and green satisfaction do not have an intermediary effect between environmental friendliness and green brand equity. 5. Due to Environmental friendliness has no significant impact on green trust; green satisfaction has significant impact on green brand equity.
Keywords: Environmental friendliness; Green brand equity; Green trust; Green satisfaction.

謝詞 I
中文摘要 II
ABSTRACT III
目 錄 IV
圖 次 VI
表 次 VII
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的 7
第四節 研究流程 8
第二章 文獻探討 11
第一節 綠色消費 11
第二節 環境友善程度 16
第三節 綠色信任 19
第四節 綠色滿意度 21
第五節 綠色品牌權益 23
第三章 研究設計 26
第一節 研究架構 26
第二節 研究假說 27
第三節 操作性定義與衡量 34
第四節 問卷設計與資料蒐集 37
第五節 研究方法 38
第四章 研究結果與實證分析 40
第一節 敘述性統計分析 40
第二節 衡量模式之配適分析 45
第三節 信度分析 47
第四節 效度分析 49
第五節 假說檢定結果 51
第六節 中介效果驗證 54
第五章 研究結論與建議 59
第一節 研究結論 59
第二節 研究貢獻 62
第三節 行銷策略與管理意涵 63
第四節 研究限制 64
第五節 未來研究方向與建議 65
參考文獻 66
附錄一 問卷 72
著作權聲明 76

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