綠色產品網路服務品質與知覺價值對電子口碑影響之研究-以大台中地區為例

A Case Study of the Relationships between e-Service Quality and Perceived Value on eWOM for Green Products - Taichung Area as an Example

蕭鈞鴻(Chun-Hung Hsiao)

指導教授 ： 嚴國慶

朝陽科技大學/管理學院/企業管理系/碩士(2014年)

摘要

近年來消費者環保意識抬頭，開始思索如何保護環境並付諸行動下所興起之議題。在環保意識高漲、科技發達與網際網路普及下，企業為因應全球市場的變化，以及消費者對綠色消費觀念的興起，除了經營實體店面外，更增設了網路平台，而社群間的散佈能力與網站內容之豐富性與感染力，使其成為產品行銷成敗之重大關鍵因素。如今市場上已四處可見關於綠色產品宣導之好處與相關文宣，而低汙染、節省資源及健康實用的產品特性，將使綠色產品逐漸成為消費者於購買決策過程中的優先考量。本研究將以綠色產品為主題，探討企業網路服務品質對知覺價值與電子口碑間之影響，以台中市民群聚與休憩活動熱絡場所的民眾，採隨機發放，再以大台中地區消費者為抽樣母體，共蒐集250份有效樣本，進行理論模型分析，藉以驗證理論模式。最後，根據研究發現提出管理的建議及學術上未來對綠色產品行銷研究的參考。

關鍵字

知覺價值 ； 網路服務品質 ； 電子口碑

並列摘要

Due to the rising consumer environmental awareness in recent years, start thinking the issues of how to protect the environment and paying actions. In environmental consciousness, technological advances and the popularity of the Internet, corporations cope the changes in the global market and the rise of green consumer consumption concept with not only the physical store operations, but also the creation of network platform-spread efficiency of the inter-community, infection power, and richness of the content of the website playing a major key factor in the success or failure of the product marketing.Today, the market has been visible everywhere on the benefits of green products and related promotional brochures. The characteristics of the green products with lower-pollution, resources saving, and practical function will become consumer’s priority of purchasing decisions. The study focuses on the green products and explores the business impact of network service quality between the perception value and the electronic reputation-randomly investigated in Taichung popular places, and then sampling population in Taichung consumers. Total of 250 valid samples were collected and analyzed to verify the theoretical model. Finally, according to the study conclusion, provide the suggestion for management and academically reference to the future research of marketing management of the green products.

並列關鍵字

Perceived Value ； e-Service Quality ； eWOM

參考文獻

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