本研究基於綠色行銷理念角度出發,分析了影響消費者綠色口碑效果的因素。依照過去的相關文獻為依據,提出本次之研究架構模型,以了解環保情感承諾對綠色口碑效果之影響,並以綠色信任及綠色忠誠度為中介變數設計出四個構面的問卷題項。首先以曾購買過綠色產品的消費者為受測對象,再依據電話簿資料,便利取樣郵寄紙本問卷,進行資料的蒐集,共回收505份問卷,最後再以迴歸方程式分析方法進行研究假說檢測,據以產生理論及實務的結論與建議。 本研究結果指出:(1)環保情感承諾正向顯著影響綠色信任、綠色忠誠度與綠色口碑效果。(2)綠色信任及綠色忠誠度與綠色口碑效果之間呈現顯著正相關。(3)綠色信任與綠色忠誠度在環保情感承諾對綠色口碑效果的影響中也存在顯著的中介效果。
This study investigated the environmental affective commitment on green WOM, green trust and green loyally as a mediator, based on past literature, designed four facets of questionnaire items. Start shopping for green products to consumers as the subjects, according to the phone book data, random hard copies mailed questionnaires for data collection, there were 505 questionnaires, and finally to regression analysis methods hypothesis testing, theory and practice to product of conclusions and recommendations. The results show that environmental affective commitment would positively affect green trust, green loyally and green WOM. Green trust and green loyally in the environmental affective commitment impact on green WOM, partially mediating effects.