有別於過去對於綠色行銷相關議題的研究，大都只討論綠色產品的購買意願與形象之間的關係，並沒有將綠色知覺價值與綠色知覺風險加入前置因素做討論，本文探討企業使用綠色口碑情境下，一般消費者是否會受到綠色知覺價值與綠色知覺風險之中介變數，影響對綠色產品的購買意願。

本研究數據資料採取問卷發放之方式，共發放577份，實際有效問卷439份，實際有效回收率76.1%。本研究使用SPSS統計軟體，以敘述性統計、相關分析以及SEM模型對各變數與構面進行分析。

本研究經統計得出以下研究結論，透過SEM的分析結果發現，除了綠色口碑對綠色知覺風險不直接影響之外，其餘路徑關係接獲支持，包括：1.綠色口碑對綠色知覺價值有正向關係；2.綠色口碑對綠色購買意願有正向關係；3.綠色知覺價值對綠色購買意願有正向關係4.綠色知覺風險對綠色購買意願有負向關係。

Unlike pervious research on green marketing-related issues, mostly confined to discuss purchasing intention and image on green product, without integrating green perceived value and green perceived risk on antecedent. This research discusses through mediation effects of green perceived value and green perceived risk whether influence consumer 's on green purchase intention in the context of green word of mouth.

The research method uses random sampling study designed to question our participant, total of 577 were given and 439 surveys were returned (76.1%). This research data collection is based on the implementation of descriptive statistics, Pearson’s correlation, SEM model by SPSS statistical package to discuss in-depth analysis.

This research, demonstrated by the data, suggests the following: The SEM analysis found that expect for green word of mouth does not directly affect green perceived risk, the rest of the path-relation have been supported. Including: 1. Green word of mouth has positive influence on green perceived value; 2. Green word of mouth has positive influence on green purchase intention; 3. Green perceived value has positive influence on green purchase intention; 4. Green perceived risk has negative influence on green purchase intention.

論文目錄
第一章  緒論……………………………………………………………… 01
第一節  研究背景………………………………………………………… 01
第二節  研究目的與動機………………………………………………… 04
第三節  研究流程………………………………………………………… 05
第四節  研究範圍………………………………………………………… 06
第二章  文獻探討………………………………………………………… 07
第一節  企業社會責任…………………………………………………… 07
第二節  綠色行銷………………………………………………………… 09
第三節  綠色口碑………………………………………………………… 12
第四節  綠色知覺價值…………………………………………………… 13
第五節  綠色知覺風險…………………………………………………… 15
第六節  綠色購買意願…………………………………………………… 16
第三章  研究方法………………………………………………………… 18
第一節  研究架構………………………………………………………… 18
第二節  研究假說………………………………………………………… 19
第三節  研究變數之操作性定義與衡量問項…………………………… 22
第四節  問卷設計………………………………………………………… 28
第四章  實證研究結果…………………………………………………… 30
第一節  敘述性統計分析………………………………………………… 30
第二節  研究變數之信度與效度分析…………………………………… 36
第三節  線性結構方程式分析…………………………………………… 42
第五章  結論與建議……………………………………………………… 47
第一節  研究結論………………………………………………………… 47
第二節  管理意涵………………………………………………………… 50
第三節  研究建議與限制………………………………………………… 51
第六章  參考文獻………………………………………………………… 52
附錄1–正式問卷……………………………………………………………66

表目錄

表2-1  企業社會責任定義……………………………………………………07
表2-2  綠色行銷表……………………………………………………………11
表3-1  綠色口碑之操作性定義與衡量問項…………………………………22
表3-2  綠色知覺價值之操作性定義與衡量問項……………………………23
表3-3  綠色知覺風險之操作性定義與衡量問項……………………………24
表3-4  綠色購買意願之操作性定義與衡量問項……………………………25
表3-5  人口統計變數之衡量問項……………………………………………26
表4-1  受測者之性別分布表…………………………………………………30
表4-2  受測者之年齡分布表…………………………………………………31
表4-3  受測者之教育程度分布表……………………………………………32
表4-4  受測者之平均每月收入分布表………………………………………33
表4-5  受測者之職業分布表…………………………………………………34
表4-6  KMO與 Bartlett 檢定 ……………………………………………… 36
表4-7  第二次因素分析之轉軸後因素矩陣表………………………………37
表4-8  研究變數相關係數表…………………………………………………38
表4-9  可信度與Cronbach α 係數之對照表………………………………40
表4-10  修正後各變數之Cronbach α值 ………………………………… 41
表4-11  修正後各構面之量表 ………………………………………………42
表4-12  整體模型配適度衡量表…………………………………………… 43
表4-13  信、效度分析表…………………………………………………… 44
表4-14  研究假設與結果分析……………………………………………… 46

圖目錄

圖1-1  研究流程圖……………………………………………………………05
圖3-1  研究架構圖……………………………………………………………18
圖4-1  線性結構圖……………………………………………………………43
圖4-2  整體路徑分析係數……………………………………………………46

中文部分
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