探討環保友善度對購買意願之影響:以環保認知價值及環保忠誠度為中介變數

The influence of environmental friendly on purchase intention: the mediation effects of environmental perceived value and environmental loyalty

顏孜娣(Yen Tzu-Ti)

指導教授 ： 陳宥杉

國立臺北大學/商學院/企業管理學系/碩士(2014年)

摘要

二十世紀末期地球環境遭到嚴重破壞，人類面臨暖化危機，為了保護地球環境，各大企業相繼採行綠色行銷，綠色產品不停推陳出新，並且逐漸成為消費主流。本研究探討環保友善度對購買意願的影響，其中以環保認知價值和環保忠誠度為中介變數。根據過去的相關文獻，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，隨機郵寄紙本問卷，進行資料的蒐集，共回收505份問卷，最後再以結構方程模式(SEM)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。
本研究結果發現:(1)環保友善度對購買意願沒有顯著的正向影響。(2)環保認知價值對購買意願有顯著的正向影響。(3) 環保忠誠度對購買意願有顯著的正向影響。(4)環保忠誠度在環保友善度對購買意願的影響中，具有完全中介效果。

關鍵字

環保忠誠度 ； 環保認知價值 ； 環保友善度 ； 購買意願

並列摘要

Since late twentieth century, the environment of earth has been severely damaged and human beings face the global warming. For the purpose of protecting the environment, many large companies successively adopt the green marketing. Green products have been persistently produced and become the main stream for customers. This paper investigates the effect of environmental friendly on the purchase intention and applies two mediating variables including the environmental perceived value and the environmental loyalty. According to related literatures, we design items with four constructs. First, we let our test subjects be those customers who have ever purchased green products. Second, we collect data by means of totally five hundred and five questionnaires randomly sent by post according to the telephone directory. Finally, we test our hypothesis by adopting the structural equation model and reach our conclusions and suggestions.
The results of our study show that: (1) Environmental friendly positively but insignificantly relates to the purchase intention. (2) Environmental perceived value positively and significantly relates to the purchase intention. (3) Environmental loyalty positively and significantly relates to the purchase intention. (4) Environmental loyalty has complete mediation effect in the the effect of environmental friendly on the purchase intention.

並列關鍵字

environmental loyalty ； environmental perceived value ； environmental friendly ； purchase intention

參考文獻

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