綠色行銷服務對企業形象、顧客知覺價值及購買意願之影響 － 以航空客運業為例

世界旅遊組織統計高達54% 的旅客選擇搭乘飛機前往旅行目的地，此一現象正為觀光發展之走向。儘管航空運輸帶來便利交通與經濟效益，但也相對造成能源耗損、空氣及噪音汙染、廢棄物危害等問題，有鑑於此，多數航空公司已積極推動綠色行銷策略，如：研發替代性能源及硬體技術的提升或創新方案；但航空客運業是以服務旅客為主，故此綠色行銷的變化是消費者較難察覺的部分。　　因此，本研究從消費者的角度，探討最直接接觸之服務流程，希望透過消費者對綠色行銷服務的接受度，進一步分析這些服務的推行成效是否能回應消費者對環境議題的關注，進而對企業形象綠化、知覺價值程度與購買意願增減所產生的影響。研究結果顯示綠色行銷服務、企業形象、顧客知覺價值、購買意願四者間不但具顯著的正相關，且有顯著的影響關係。希望本研究結果可提供航空客運業針對旅客需求提供適切的服務，以改善綠色策略進而提升營運績效。

關鍵字

綠色行銷服務；企業形象；顧客知覺價值；購買意願

並列摘要

According to the World Tourism Organization statistics, slightly over half of all visitors travelled to their destination by airplane (54%). The air transportation is convenient and economic, but also accompanied by the unavoidable impacts on the environment and the waste about resources. In recent years, most airlines paid attention on green marketing, such as: studying alternative energy sources and upgrading hardware technology. However, the airline is a service-oriented industry; this green marketing is a difficult portion for passenger to detect. 　This study, starts from the passenger's point of view regarding to the direct contact with the service process and the effects of concerning environmental issues on the passenger’s acceptance rate when we analyzed the green marketing service. Furthermore, this study investigated the relationship among green corporate, customer perceived value and purchase intention. 　The results show that purchase intention is significantly and positively correlated to the green marketing services, corporate image and customer perceived value. Conclusions provide management of airlines suggestions that how to provide appropriate services to improve the current green marketing in order to meet the passenger demands and operational performance.

並列關鍵字

green marketing services ； corporate image ； customer perceived value ； purchase intention

參考文獻

[1]Belt, J. A. and G.P. Paolillo (1982). The Influence of Corporate Image and Specificity of Candidate Qualifications on Response to Recruitment Advertisement, Journal of Management, 8, 105-112.

[2]Biswas, A. (1992). The moderating role of brand familiarity in reference price perceptions, Journal of Business Research, 25, 251-262.

[3]Boulding, K. E. (1956). The Image: Knowledge in Life and Society, University of Michigan Press.

[4]Brodie R. J., R. M. Whittome and G. J. Brush (2009). Investigating the service brand: A customer value perspective, Journal of Business Research, 62, 345-355.

[5]Chan, S. W. (2013). Managing green marketing: Hong Kong hotel managers’ perspective, International Journal of Hospitality Management, 34, 442-461.

國際替代計量

綠色行銷服務對企業形象、顧客知覺價值及購買意願之影響－以航空客運業為例

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