限量策略、知覺價值、品牌知識與關係對購買意願之研究-以NIKE環保鞋為例

A Study of the Influence of Limited Strategy, Perceived Value, and Brand Knowledge on Purchasing Intention - An example from NIKE Environmentally Friendly Sneakers

吳秉容(Ping-Jung Wu)

指導教授 ： 蔡政言

共同指導教授 ： 賴錦璋(Chin-Chang Lai)

淡江大學/商管學院/國際企業學系碩士班/碩士(2021年)

https://doi.org/10.6846/TKU.2021.00687

摘要

工業革命以來，大量的人力被機器所取代，經濟快速發展的同時，產生了大量的消耗以及汙染，環境不斷被過度開發的過程中，導致地球的生態遭到嚴重破壞，環境的問題已經不是地域性的問題，而是每個人都要正視的議題。企業更是在這個議題中必須付出更大的責任以及努力，永續發展不再是宣導作用而是成為企業開始落實的方向，再創造經濟的同時也應該盡了企業的社會責任。
隨著綠色觀念的興起，消費者的消費習慣也開始轉變，即便環保性商品的價格普遍偏高，消費者也漸漸開始接受，對於這些消費者來說，在消費的過程中已經為地球盡一份心力。因此，在這個環保為潮流的市場當中，企業業準確地找到市場的需求，並且朝著永續的方向發展以及成長。
本研究以台灣環保鞋款市場中曾使用過或未使用過環保鞋款之使用者作為對象，實證結果發現，品牌知識、限量策略、知覺價值透過品牌關係對於未來購買意願，形成三個路徑結果，無論是透過強而有力的品牌、企業的限量策略或者是消費者的知覺價值，皆會對未來購買意願產生顯著的影響。

關鍵字

品牌知識 ； 限量策略 ； 知覺價值 ； 品牌關係 ； 購買意願

並列摘要

Since the Industrial Revolution, a large number of manpower has been replaced by machinery meanwhile rapid economic development has produced a large number of consumption and pollution. The environment is constantly overexploited in the process, resulting in serious damage to the earth's ecology. Everyone should face squarely to environmental problems since it's not only a re-gional issue. Enterprises must pay greater responsibility and efforts since sustainable development is no longer an advocacy role but the direction of enterprises. To take action meanwhile create the economy should also fulfill corporate social responsibility.
With the rise of the green concept, the consumption habits of consumers have changed. Alt-hough the price of environmentally friendly products are generally high, consumers began to accept by degrees. These consumers have contributed to the earth in the process of consumption. In this en-vironmental protection trend of the market, the enterprise accurately found out the market demand and move on to the sustainable direction of development and growth.
The research objects of this thesis are those who have used or have not used environmentally friendly shoes in Taiwan's environmentally friendly shoes market. The result shows that the brand knowledge, the limited strategy and the perception value to the relationship of the brand and the consumers' future purchase intention have formed three results. No matter the powerful brand, the limited strategy of the enterprises or the perception value of the consumers , three of them have a significant impact on consumers' future purchase intention.

並列關鍵字

Limited Strategy ； Perceived Value ； Brand Knowledge ； Brand Relationship ； Purchasing Intention

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