共享意願、知覺綠色創新與購買意願之關係:  探討知覺情感價值與綠色品牌形象之中介

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林貝軒(Bei-Hsuan Lin) 查詢紙本館藏

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企業管理學系

論文名稱

共享意願、知覺綠色創新與購買意願之關係: 探討知覺情感價值與綠色品牌形象之中介

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至系統瀏覽論文 (2026-10-3以後開放)

摘要(中)

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。

摘要(英)

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.

關鍵字(中)

★ 共享意願
★ 知覺綠色創新
★ 綠色品牌形象
★ 知覺情感價值
★ 購買意願

關鍵字(英)

論文目次

中文摘要 i
Abstract ii
目錄 iii
表目錄 v
圖目錄 vi
一、緒論 1
1-1 研究背景與動機 1
1-2 研究目的 3
1-3 研究流程 3
二、文獻探討 5
2-1 共享機車 5
2-1-1 共享機車定義及特性 5
2-1-2 共享機車概況 6
2-1-3 共享機車商業模式 7
2-1-4 共享機車與傳統租賃機車比較 8
2-2 購買意願 9
2-2-1 購買意願之定義 9
2-2-2 購買決策過程 10
2-3 共享意願 11
2-3-1 共享的定義 11
2-3-2 商業共享系統 11
2-4 知覺綠色創新 13
2-4-1 綠色創新之定義 13
2-4-2 綠色創新之類型 14
2-5 綠色品牌形象 16
2-5-1 品牌形象 16
2-5-2 綠色品牌形象 17
2-6 知覺情感價值 18
2-6-1 知覺價值之定義 18
2-6-2 知覺價值之分類 19
三、研究方法 22
3-1 研究架構與假設 22
3-2 研究變數與衡量 23
3-3 研究對象與資料蒐集 25
3-4 資料分析方法 25
四、研究分析及結果 28
4-1 敘述性統計分析 28
4-2 信度分析 30
4-3 相關分析 31
4-4 效度分析及模型配適度檢定 32
4-4-1 效度分析 32
4-4-2 模型配適度檢定 34
4-5 結構方程式模型 34
五、研究分析及結果 39
5-1 研究結論 39
5-2 管理意涵 42
5-3 研究限制與未來建議 44
參考文獻 46
附錄一:問卷 54

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指導教授

杜秉叡

審核日期

2021-10-4

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