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研究生:張楚彤
研究生(外文):CHANG,CHU-TUNG
論文名稱:綠色品牌形象對於綠色購買意願的影響:以綠色品牌關係為中介
論文名稱(外文):The Effects of Green Brand Image on Green Purchase Intention: Green Brand Relationship as a Mediator
指導教授:吳毓麒吳毓麒引用關係
指導教授(外文):WU,YU-CHI
口試委員:蔡進士楊一峰吳毓麒
口試日期:2022-06-20
學位類別:碩士
校院名稱:國立高雄大學
系所名稱:經營管理研究所
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:2022
畢業學年度:110
語文別:中文
論文頁數:29
中文關鍵詞:綠色行銷綠色品牌形象綠色品牌關係綠色購買意願
外文關鍵詞:green marketinggreen brand imagegreen brand relationshipgreen purchase intention
相關次數:
  • 被引用被引用:3
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  • 下載下載:137
  • 收藏至我的研究室書目清單書目收藏:0
隨著人類社會的發展與進步,越來越多人意識到環境保護的重要性,關於產品製造或是整體公司為環境保護所做出的努力,逐漸形成一種致力於環境保護的形象,也漸漸成為消費者購買時所參考的因素之一。

以往關於綠色行銷的研究隨著時間也與日俱增,但是以綠色行銷結合傳統行銷、品牌的架構還算是少數,與本研究相同的架構在過往文獻中並未發現,所以本研究旨在結合過往文獻,去探討綠色品牌形象的提升是否影響人們對於綠色購買的意願,並且提供給管理人員、研究人員對於綠色行銷可做為參考的研究。

本研究使用PLS(最小平方法),問卷發放至網路上,使用便利抽樣得回覆有效問卷共550份,對象為具有消費能力且對本研究主題綠色行銷有興趣參與之各年齡層民眾。

透過實證研究結果發現隨著綠色品牌形象的提升,將正向影響綠色品牌關係,並透過綠色品牌關係從而加強消費者的綠色購買意願,且對於此發現有更進一步的討論。
With the development and progress of human society, more and more people are aware of the importance of environmental protection, about product manufacturing or the efforts made by the whole company for environmental protection, gradually formed an image of commitment to envi-ronmental protection, but also gradually become one of the factors that consumers refer to when purchasing.

In the past, the research on green marketing has increased with time, but the structure of green marketing combined with traditional marketing and branding is still a minority, and the same as this study can almost be said to be none, so this study aims to combine the past literature to ex-plore whether the improvement of the green brand image affects people's willingness to buy green, and provide managers and researchers with research that can be used as a reference for green mar-keting.

This study used PLS(a partial least squares technique), questionnaires were distributed to the In-ternet, and a total of 550 valid questionnaires was answered using convenient sampling, targeting people of all ages who have the ability to consume and are interested in participating in the green marketing of this research topic.

Empirical research results show that with the improvement of green brand image, it will positive-ly affect the green brand relationship, and through the green brand relationship to strengthen con-sumers' green purchase intentions, and there is a further discussion of this finding.
第一章:緒論 1
1.1 研究現象 1
1.2 現有理論 1
1.3 研究目的 2
1.4 研究貢獻 2
1.5 研究架構 3
第二章:文獻探討 4
2.1 綠色品牌形象 4
2.2 綠色品牌關係 4
2.2.1 綠色品牌滿意度 4
2.2.2 綠色品牌信任 5
2.2.3 綠色品牌依戀度 5
2.3 綠色品牌形象與綠色品牌滿意度、綠色品牌信任、綠色品牌依戀度的關聯 5
2.4 綠色購買意願 6
2.5 綠色品牌滿意度、綠色品牌信任、綠色品牌依戀度與綠色購買意願的關聯 7
2.6 綠色品牌關係扮演綠色品牌形象與綠色購買意願之間關係的中介效果 7
2.7 研究架構圖 8
第三章:研究方法 9
第四章:資料分析與討論 12
4.1 綠色品牌 12
4.2 資料 12
4.3 分析 13
4.4 實證結果 15
第五章:結論與建議 17
5.1 結論 17
5.2 管理意涵 17
5.3 研究限制與未來研究建議 18
參考文獻 20
附錄 22
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