共享服務常見於交通、飲食、寄送貨等服務，自嚴重特殊傳染性肺炎(COVID-19)疫情爆 發以來，為減少出門而使得共享服務的使用逐漸增加。近年來消費者綠色消費意識高漲， 企業如能為改善環境問題進行策略調整，從事綠色創新，除了有助於其綠色品牌形象， 消費者也可能產生知覺情感價值，進而影響其購買意願。為了解共享意願與知覺綠色創 新對購買意願之影響，本研究主張綠色品牌形象與知覺情感價值為中介變項，透過網路 問卷進行調查，並於 SPSS、AMOS 進行統計分析。結果發現共享意願對購買意願呈顯 著影響;共享意願對知覺綠色創新有顯著正向關係;綠色品牌形象與知覺情感價值具有 中介效果。最後依本研究之結論進一步提出建議，以供相關單位及未來研究者之參考。;Shared service can often be observed in transportation, food, and parcel delivery services. Since the outbreak of COVID-19, there has been gradual increase on the use of shared services. With growing awareness of green consumption, if organizations can engage in strategy change to improve environmental problems through green innovation, not only their green brand image will be better, but also consumers may perceive affective value and consequently influence their purchase intention. To further understand the relationships among willingness to share and perceived green innovation towards purchase intention, it is hypothesized that green brand image and perceived affective value may mediate such relationship. Using Internet questionnaire and SPSS and AMOS for statistical analysis, it is found willingness to share is positively related to perceived green innovation, and the relationship towards purchase intention is mediated by green brand image and perceived affective value. Discussions and recommendations are provided.
