本研究主要是探討服務品質、企業形象、綠色服務行銷與企業社會責任對消費者購買之意願。因此,本研究採取量化的研究。研究者以問卷調查來做為,本研究於2016年11月1日開始施測,並於2017年3月31日結束問卷回收,總共回收231份,剔除無效問卷31份,最後有效問卷200份,有效的樣本量86.58%。本研究針對有效問卷建立資料檔,並根據研究目的之需求,採用SPSS 20 以及Amos 20 統計軟體、應用灰關聯分析軟體針對實證資料進行統計分析,包括:描述性分析、信度分析、效度分析、因素分析、相關性分析、ANOVA分析、結構方程模式分析、關鍵要素灰關聯分析。本研究驗證結果顯示:(一)企業服務品質對於消費者的購買意願有顯著性的正向影響(二)企業形象對於消費者的購買意願有顯著性的正向影響(三)企業綠色行銷對於消費者的購買意願有顯著性的正向影響(四)企業社會責任對於消費者的購買意願有顯著性的正向影響(五)消費者的購買意願對於消費者的顧客滿意度有顯著性的正向影響(六)不同的消費行為對於企業之服務品質、企業形象、綠色行銷、社會責任、購買意願、顧客滿意度有顯著性的差異(七)不同的人口統計變數對於企業之服務品質、企業形象、綠色行銷、社會責任、購買意願、顧客滿意度有顯著性的差異。
This study aimed to explore the impact of social responsibility, green marketing and service quality on purchase intention. However, this study applied quantities research and develops multiple-item measures of multiple-dimensions amounted to 231 questionnaire in 2017, in a total sample of 200 with valid collection rates of 86.58%. The data gathered were thus analyzed using descriptive statistics, Pearson correlation analysis, multiple regression model, AMOS, and Gray relation Model. The results indicates that The results showed that(1)the service quality of Costco Wholesale has a significant positive impact on the purchase intention of consumers.(2)corporate image of Costco Wholesale has a significant positive impact on the purchase intention of consumers. (3)green marketing of Costco Wholesale has a significant positive impact on the purchase intention of consumers. (4)corporate social responsibility of Costco Wholesale has a significant positive impact on the purchase intention of consumers.(5)the purchase intention of consumers has a significant positive impact on customers satisfaction of Costco Wholesale. (6)different consumer behavior have significant differences in the service quality, corporate image, green marketing, social responsibility, purchase intention of consumers, and customer satisfaction. (7)different demographic variables have significant differences in service quality, corporate image, green marketing, social responsibility, consumer purchase intention, and customer satisfaction.