綠色品牌知識、顧客價值及行為意向關係之研究-以橘子工坊為例

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綠色品牌知識、顧客價值及行為意向關係之研究-以橘子工坊為例

A Study on relationship among the Green Brand Knowledge,Customer Delivered Value and Behavior Intention -An Example of The Orange House

白萬居 , Masters　　Advisor：林孟璋　　

繁體中文

綠色品牌知名度；行為意向；顧客價值；綠色品牌形象； green brand awareness ； green brand image ； behavior intention ； customer value

Abstract │ Reference (90) │ Times Cited (2) │ Altmetrics

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Parallel Abstract 〈TOP〉

In the face of the raising environmental awareness, humans start to understand the impact of their activities on the Earth. According to the survey, domestic wastewater accounts for 40.1% of the overall polluted water, making it the main source of water pollution followed by industrial wastewater. Domestic wastewater contains the commonly used synthetic detergent in our daily life, including vegetable detergent, dish soap, bathroom cleaners and even toothpaste, shampoo, softener and so on. However, in the full range of Orange House’s products, none of the harmful substances such as fluorescent agents, petrochemical surfactants, artificial flavors and colors are added, indicating their efforts to create a non-toxic and healthy environment.

This study aims to probe into the correlation among the customers’ behavior intention, customer value, green brand awareness and green brand image of Orange House in an attempt to serve as a reference for marketing strategies in this industry. With the literature review and the questionnaire, descriptive statistical analysis, ANOVA analysis and regression analysis were also applied to verify the interrelationship among all the dimensions and to examine the hypotheses proposed in the study.

analysis results show that the green brand awareness, green brand image, and the customer value all have positive influence on the consumers’ behavior intentions. 
The following recommendations are therefore proposed in the study. 
1.The more familiar the consumers are with the green brand of Orange House and the more famous the brand is, the faster the consumers can recognize this brand. The consumers’ behavior intention can thus be enhanced.
2.The better the green brand image of Orange House is, the higher the consumers’ behavior intention is to the products from Orange House.

Reference ( 90 ) 〈TOP〉

11.王世澤(2003) 體驗行銷：模型發展與實務驗證。中央大學企業管理研究所碩士論文。
連結：
13.蕭文傑(2003)「顧客價值與顧客忠誠度關係之研究---以T連鎖餐
連結：
15.鄒文恩(2005) 「體驗行銷、體驗價值、顧客滿意與行為意向關係之研究-以華納威秀電影院為例」，朝陽科技大學企業管理研究所，碩士論文。
連結：
20.張理如(2009) 觀光工廠意象與品牌知名度、購買意願關係之研究－以大黑松小倆口牛轧糖博物館為例。朝陽科技大學休閒事業
連結：
21.陳韋仁(2009) 品牌形象、價格折扣對知覺品質、知覺價值與購買意願之影響—以數位相機為例。國立成功大學企業管理學系，
連結：

Times Cited (2) 〈TOP〉

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