綠色消費價值、滿意度與忠誠度之研究－以高雄愛河之船為例

愛河愛之船不僅推動河港觀光，帶動城市發展，於高雄市發展觀光產業之重要性與日俱增，成為高雄觀光重要觀光景點之一，促進高雄市觀光周邊產業之蓬勃發展；本研究以結構方程式模型驗證研究架構及假說，研究結果顯示價格價值、感知品質與綠色政府意象對綠色消費滿意度有顯著性正相關，感知品質、綠色政府意象與綠色消費滿意度，對綠色消費忠誠度有顯著性正相關；價格價值、感知品質和綠色政府意象，能帶來綠色消費滿意度，綠色政府意象有利於綠色消費滿意度和綠色消費忠誠度；感知品質和綠色政府意象之變項不僅直接影響綠色消費忠誠度，亦透過綠色消費滿意度對其產生間接影響力；感知品質綠、綠色政府意象和綠色消費滿意度，能提升綠色消費忠誠度。

關鍵字

綠色消費滿意度；感知品質；價格價值；綠色政府意象；綠色消費忠誠度

並列摘要

Love River sightseeing boat cannot only promote the sightseeing of river harbor and city development, but its importance also gradually increased for the development of tourism in Kaohsiung City, and becomes one of the key sightseeing spots in Kaohsiung, and promotes the boosting development of peripheral industries for Kaohsiung City's tourism. This study adopted the structural equation modeling (SEM) to verify the research structure and hypotheses, and the research results showed a significant correlation among price value, perceived quality and green governmental image to green customer satisfaction; and a significant correlation among perceived quality, green governmental image and green customer satisfaction to green customer loyalty; as a result, the values of price, perceived quality and green governmental image can lead to the green customer satisfaction, and the green governmental image is beneficial for green customer satisfaction and green customer loyalty; perceived quality and green government image, not only had direct influence on green customer loyalty but also, through the effect of green customer satisfaction, had indirect influence on green customer loyalty; and perceived quality, green governmental image and green customer satisfaction can improve green customer loyalty.

並列關鍵字

Green Customer Satisfaction ； Perceived Quality, Price Value ； Green Government Image ； Green Customer Loyalty

參考文獻

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