隨著全球暖化及氣候急速變遷， 環境保護已經成為刻不容緩的重要議題。藉由名人的倡導，環保議題獲得更多的關注，近年來在台灣更提出綠色商店概念來推廣環保意識及減碳的想法。
本研究探討綠色商店與其環保訴求是否具有一致性，進而影響其綠色品牌權益。　研究應用刺激-內在感受-反應 (Stimulus-Organism-Response) 模型，試著探討周遭綠色環境一致性與社會二個因素是否與消費者的認知風險及綠色信任有關連，進而探知綠色信任及認知風險對綠色品牌權益的影響程度。本研究透過驗證性因素分析來確認研究之信效度，以結構方程模式來檢測其架構假設。
研究顯示周遭綠色環境一致性並無顯著表現出，會直接影響消費者的認知風險以及綠色信任，而社會因素則對認知風險及綠色信任有顯著影響性，認知風險和綠色信任則被證明可顯著影響其綠色商店的品牌權益。

With increasing global warming and climate change in recent years, environmental protection has become an important and urgent issue. With many celebrities supporting the initiative, environmental issues are getting much more attention.  Currently the concept of green shops to promote environmental awareness and carbon reduction ideas has been introduced in Taiwan.
This study investigates whether green shops and a green environment are consistent with each other, thereby affecting its green brand equity.  This study uses the three constructs of the SOR model (stimulus-organism-response), trying to see whether ambient congruence with green environment and social influence constructs are connected to the consumer’s perceived risk and green brand trust and also to track if perceived risk and green brand trust can affect green brand equity.  This research tested the construct validity and reliability through confirmatory factor analysis and applied structural equation modeling to examine the research framework.
The final research results reveal ambient congruence with a green environment doesn’t directly influence the perceived risk and green trust statistically, and social influence that is significantly positive affects green trust and perceived risk.  Both green trust and perceived risk significantly affect the consumer-based green brand equity of green shops.

TABLE OF CONTENTS

Chapter 1. Introduction	1
1.1 Background	1
1.2 Objectives of Research	7
1.3 Research Process and Thesis Organization	8
Chapter 2. Literature Review	10
2.1 Green Marketing	10
2.2 Green Shop	13
2.3 Stimulus–Organism–Response Model	17
2.3.1 Stimulus	18
2.3.2 The organismic variable	26
2.3.3 Green trust	28
2.3.4 Perceived risk	29
2.3.5 The response	30
2.3.6 Green shop brand equity	30
Chapter 3. Research Design and Methodology	32
3.1 The Relationship for Ambient Congruence with Green Environment, Social Factors, Perceived Risk, Green Trust and Green Shop Brand Equity	32
3.1.1 Ambient congruence with green environment and perceived risk	32
3.1.2 Ambient congruence with green environment and green trust	34
3.1.3 Social factors and perceived risk	36
3.1.4 Social factors and green trust	37
3.1.5 Perceived risk and green shop brand equity	39
3.1.6 Green trust and green shop brand equity	41
3.2 Sampling and Data Collection	44
3.3 Research Setting	46
3.4 Measurement Development	47
3.5 Questionnaire Design and Pre-testing	47
3.6 Data Analysis Methods	52
Chapter 4. Result and Discussion	54
4.1 Respondent’s Profiles	54
4.2 Measurement Accuracy Analysis	55
4.3 Choosing Estimate Method	59
4.4 Hypotheses Testing	60
Chapter 5. Conclusions	65
5.1 Research Discussion	65
5.2 Research Implications	67
5.3 Limitations and Future Research	70
References	72
Appendix I	87
Appendix II	89













 
LIST OF TABLES

Table 1.1  The Agencies within Executive Yuan and Subordinate Agencies under City Government	4
Table 1.2  Green shop statistics 	6
Table 3.1  Resources for questionnaire items on ambient congruence with green environment	 49
Table 3.2  Resources for questionnaire items on social factor	 50
Table 3.3  Resources for questionnaire items on perceived risk	 50
Table 3.4  Resources for questionnaire items on green trust	  51
Table 3.5  Resources for questionnaire items on green brand equity	  51
Table 4.1  Descriptive statistics of the participant’s profiles 	 55
Table 4.2  Measurement accuracy analysis statistics	  57
Table 4.3  Correlation and Chi-Square difference results (n=477) 	  58
Table 4.4  The Mean, Standard deviation, Skewness and Kurtosis for each dimension	  59
Table 4.5  Goodness-of-fit measures of the research model	  61
Table 4.6  The results of structure equation modeling	  63
Table 4.7  The results of the hypotheses	  64

 
LIST OF FIGURES

Figure 1.1  Research process 	9
Figure 2.1  History of green mark promotion 	17
Figure 3.1  Conceptual framework	 44
Figure 4.1  Hypotheses testing: Structure Equation Modeling 	62

1.	Aaker, D.A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: The Free Press.
2.	Aaker, D.A., & Keller, K.L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54(1), 27-41.
3.	Ambler, T. (1997). How much of brand equity is explained by trust? Management Decision, 35(4), 283–292.
4.	Amine, L.S. (2003). An integrated micro- and macro-level discussion of global green issues: it isn't easy being green. Journal of International Management, 9(4), 373-394.
5.	Anderson, J.C., & Narus, J.A. (1990). A model of distributor firm and manufacturer firm working partnerships. Journal of Marketing, 54(1), 42-58.
6.	Bagozzi, R. (1975). Marketing as exchange. Journal of Marketing, 39(4), 32-39
7.	Bagozzi, R. P. (1980). Causal models in marketing. New York: John Wiley & Sons, Inc.
8.	Bagozzi, R. P. (1986). Principles of marketing management. Chicago: Science Research Associates, Inc.
9.	Bainbridge, J. (1997). Who wins the national trust? Marketing, October 23th, 21-23.
10.	Baker, J. (1986). The role of environment in marketing services: the consumer perspective. In The Services Marketing Challenge: Integrated for Competitive Advantage. Czpeil et al., editors. Chicago: American Marketing Association. 79- 84.
11.	Baker, J., Grewal, D. & Parasuraman, A. (1994). The influence of store environment on quality inferences and store image. Journal of the Academy of Marketing Science, 22(4), 328-339.
12.	Baker, W. E., & Sinkula, J. M. (2005). Environmental marketing strategy and firm performance: Effects on new product performance and market share. Journal of the Academy of Marketing Science, 33(4), 461-475.
13.	Baker, W., Hutchinson, J. W., Moore. D., & Nedungadi, P. (1986). Brand familiarity and advertising: Effects on the evoked set and brand preferences. Advances in Consumer Research, 13, 637-642.
14.	Belk, R. (1975). Situational variables and consumer behavior. Journal of Consumer Research, 2(3), 157-164.
15.	Biswas, D., & Biswas, A. (2004). The diagnostic role of signals in the context of perceived risks in online shopping: Do signals matter more on the web? Journal of Interactive Marketing, 18(3), 30-45.
16.	Blackwell, R.D., Miniard, P.W., & Engel, J.F. (2001). Consumer Behavior, 9th edition, Harcourt College Publishers.
17.	Boksberger, P.E., Bieger, T., & Laesser, C. (2007). Multidimensional analysis of perceived risk in commercial air travel. Journal of Air Transport Management, 13(2), 90-96.
18.	Bollen, K. A. (1989). Structural Equations with Latent Variables. New York: John Wiley & Sons, Inc.
19.	Borregaard, Guillermo, N.G., Dufey, A., & de Guevara. J.L. (2003). Green markets: Often a lost opportunity for developing countries. International Institute for Sustainable Development. Retrieved from: www.tradeknowledgenetwork.net/pdf/tkn_green_markets_sum.pdf
20.	Bottomley, P.A., & Doyle, J.R. (1996). The formation of attitudes towards brand extensions: testing and generalising Aaker and Keller’s Model. International Journal of Research in Marketing, 13(4), 365-377.
21.	Carlson, L., Grove, S.J., & Kangun, N. (1993). A content analysis of environmental advertising claims: A matrix method approach. Journal of Advertising, 22(3), 27-39.
22.	Chang, H.H. (2008). Intelligent agent’s technology characteristics applied to online auctions’ task: a combined model of TTF and TAM. Technovation, 28(9), 564-579.
23.	Chau, P.Y.K., Hu, P.J.-H., Lee, B.L.P., & Au, A.K.K. (2007). Examining customers’ trust in online vendors and their dropout decisions: An empirical study. Electronic Commerce Research and Applications, 6(2), 171-182.
24.	Chaudhuri, A and Holbrook, M.B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing. 65(2), 81-93.
25.	Chen, T.Y., & Chang H. S. (2005). Reducing consumers' perceived risk through banking service quality cues in Taiwan. Journal of Business and Psychology, 19(4), 521-540. doi: 10.1007/s10869-005-4523-5
26.	Chen, Y. S. (2010). The drivers of green brand equity: green brand image, green satisfaction, and green trust. Journal of Business Ethics, 93(2), 307–319. doi:10.1007/s10551-009-0223-9.
27.	Chen, Y.-H., & Barnes, S. (2007). Initial trust and online buyer behaviour. Journal of Industrial Management & Data Systems, 107(1), 21-36.
28.	Cho, J., & Lee, J. (2006). An integrated model of risk and risk-reducing strategies. Journal of Business Research, 59(1), 112-120.
29.	Clow, K. E., Baack, D., & Fogliasso, C. (1998). Reducing perceived risk through advertising service quality cues. Journal of Professional Services Marketing, 16(2), 151-162.
30.	Corbitt, B.J., Thanasankit, T., & Yi, H. (2003). Trust and e-commerce: A study of consumer perceptions. Electronic Commerce Research and Applications, 2(3), 203-215.
31.	Cronbach, L. J. (1951). Coefficient alpha and the Internal Structure of Tests. Psychometrika, 16(3), 297-334.
32.	Crosby, L.A., Evans, K.R., & Cowles, D. (1990). Relationship quality in services selling: An interpersonal influence perspective. Journal of Marketing, 54(7), 68-81.
33.	Dacin, P.A., & Smith, D.C. (1994). The effect of brand portfolio characteristics on consumer evaluations of brand extensions. Journal of Marketing Research, 31(5), 229-242.
34.	Davis, J. J. (1993). Strategies for environmental advertising. Journal of Consumer Marketing, 10(2), 19-36.
35.	Dawar, N., & Pillutla, M. (2000). Impact of product-harm crises on brand equity: The moderating role of consumer expectations. Journal of Marketing Research, 37(2), 215-226.
36.	De Ruyter, K., De Jong, A., & Wetzels, M. (2009). Antecedents and consequences of environmental stewardship in boundary spanning B2B teams. Journal of the Academy of Marketing Science, 37(4), 470-487.
37.	Delgado-Ballester, E., & Munuera-Alema´n, J. L. (2005). Does brand trust matter to brand equity? Journal of Product & Brand Management, 14(3), 187-196.
38.	Delvecchio, D., & Smith, Daniel C. (2005). Brand-extension price effects of perceived fit and extension product category risk. Journal of the Academy of Marketing Sciencel, 33(2), 184-196.
39.	Deutsch, M. (1958). Trust and suspicion. Journal of Conflict Resolution, 2(4), 265-267.
40.	Donovan, R., & Rossiter, J. (1982). Store atmosphere: An environmental psychology approach. Journal of Retailing, 58(1), 34-57.
41.	Drumwright, M. E. (1994). Socially responsible organizational buying: Environmental concern as a noneconomic buying criterion. Journal of Marketing, 58(3), 1-19.
42.	Dwyer, F.R., & Oh, S. (1987). Output sector munificence effects on the internal political economy of marketing channels. Journal of Marketing Research, 24(4), 347-358.
43.	Fiore, A. M., & Jihyun, Kim (2007). An integrative framework capturing experiential and utilitarian shopping experience. International Journal of Retail & Distribution Management, 35(6), 421-442  doi:10.1108/09590550710750313
44.	Fornell, C. L., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
45.	Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing, 58(2), 1-19.
46.	GreenLiving (2011). GreenLiving information platform. Retrieved from http://greenliving.epa.gov.tw.
47.	GreenSeal (2009). National Green Buying Research. Retrieved from http://www.greenseal.org/ resources/green_buying_research.cfm.
48.	Grinstein, A., & Nisan, U. (2009). Demarketing, minorities, and national attachment. Journal of Marketing, 73(2), 105-122.
49.	Grönroos, C. (1990). Relationship approach to marketing in service contexts: the marketing organizational interface. Journal of Business Research, 20(1), 3-11.
50.	Gulati, R. (1995). Does familiarity breed trust? The implications of repeated ties for contractual choice in alliances. Academy of Management Journal, 38(1), 85-112.
51.	Hair, J. F. Jr., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate Data Analysis. Upper Saddle River, NJ: Prentice Hall.
52.	Hansen, B. (2005). Technology- Wal-Mart opens experimental 'green' store. Civil Engineering. New York. 75(8), 28
53.	Heider, Fritz. (1946). Attitudes and cognitive organizations. Journal of Psychology, 21, 107-112.
54.	Herbig, P., & Milewicz, J. (1995). The relationship of reputation and credibility to brand success. J. Consumer Marketing, 14, 5-10.
55.	Hightower, R., Brady, M.K., & Barker, T.L. (2002). Investigating the role of the physical environment in hedonic service consumption: An exploratory study of sporting events. Journal of Business Research, 55 (9), 697-707.
56.	Huang, S. W. (2010). Green economy is the new future for sustainability development. Taiwan Economy Review, 33(1), 56. Retrieved from http://www.econ.ntu.edu.tw/ter/search.asp?vol=vol
57.	Hugstad, P., Taylor, J. W., & Grady D. B. (1987). The effects of social class and perceived risk on consumer. The Journal of Services Marketing. 1(1), 47-52.
58.	Jarvenpaa, S. L., Tractinsky, N., & Vitale, M. (2000). Consumer trust in an internet store. Information Technology and Management, 1(1/2), 45-71. 
59.	Jevons, C., & Gabbott, M. (2000). Trust, brand equity and brand reality in internet business relationships: An Interdisciplinary Approach. Journal of Marketing Management, 16(6), 619-634.
60.	Johri, L.M., & Sahasakmontri, K. (1998). Green marketing of cosmetics and toiletries in Thailand. The Journal of Consumer Marketing, 15(3), 265-281
61.	Jun, S.Y., Mazumdar, T., & Raj, S.P. (1999). Effects of technological hierarchy on brand extension evaluations. Journal of Business Research, 46(1), 31-43.
62.	Kangum, N., Carlson, L., & Grove, S. J. (1991). Environmental advertising claims: A preliminary investigation. Journal of Public Policy & Marketing, 10(2), 47-58.
63.	Kao, Y. F. (2010, Mar). From green consciousness to building responsible competitiveness. Global views monthly magazine, 285. Retrieved from http://www.gvm.com.tw/Main/index.aspx.
64.	Kassaye, W.W. (2001). Green dilemma. Marketing Intelligence & Planning, 19 (6), 444-455.
65.	Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing 57(1), 1-22.
66.	Keller, K.L., & Aaker, D.A. (1992). The effect of sequential introduction of brand extensions. Journal of Marketing Research, 29(2), 35-50.
67.	Kelly, G. A. (1955). The psychology of personal constructs. New York: Norton.
68.	Kim, D.J., Ferrin, D.L., & Rao, H.R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems, 44(2), 544-564.
69.	Kim, J.-H., Kim, M., & Lennon, S. J. (2009). Effects of web site atmospherics on consumer responses: music and product presentation. Direct Marketing, 3(1), 4-19.
70.	Kim, K. H., Kim, K. S., Kim, D. Y., Kim, J. H., & Kang, S. H. (2008). Brand equity in hospital marketing. Journal of Business Research 61(1), 75-82.
71.	Kreidler, N. B., & Joseph-Mathews, S. (2009). How green should you go? Understanding the role of green atmospherics in service environment evaluations. International Journal of Culture, Tourism and Hospitality Research, 3(3), 228-245.
72.	Kumar, N., Scheer, K.L., & Steenkamp, J.E.M. (1995). The effects of supplier fairness on vulnerable resellers. Journal of Marketing Research, 32(1), 54-65.
73.	Lewin, K. (1936). Principles of topological psychology. New York: McGraw-Hill.
74.	Lim, N. (2003). Consumers’ perceived risk: sources versus consequences. Electronic Commerce Research and Applications, 2(3), 216-228.
75.	Lin, W.-B. (2007). Investigation on the model of consumers’ perceived risk – integrated viewpoint. Expert Systems with Applications. 34, 977-988
76.	Lu, Y. W. (2005). Development of a Framework of Total Cost Assessment for Construction Projects. China University of Technology, graduate institute of civil engineering and hazard mitigation design.
77.	MacCallurn, R. C., & Hong, S. (1997). Power analysis in covariance structure modeling using. Multivariate Behavioral Research, 32(2), 193-210.
78.	Macintosh, G., & Lockshin, L.S. (1997). Retail relationships and store loyalty: A multi-level perspective. International Journal of Research in Marketing, 14(5), 487-497.
79.	Makower, J. (2006). Bright green marketing challenge. TomPaine.com. 6 June 2011 Retrieved from http://www.tompaine.com/articles/2006/11/03/bright_green_marketing_challenge.php .
80.	Manget, J. (2009, January). Capturing the green advantage for consumer companies. The Boston Consulting Group. Retrieved from http://www.bcg.com/publications/files/BCG_Studie03_2009.pdf.
81.	Martin, B., & Simitiras, A.C. (1995). The impact of green product lines on the environment. Marketing Intelligence & Planning, 13(4), 16-23.
82.	McDaniel, S.W., & Rylander, D.H. (1993). Strategic green marketing. Journal of Consumer Marketing, 10(3), 4-10.
83.	McGuire, W. J. (1976). Some internal psychology factors influencing consumer choice. Journal of Consumer Research, 2(4), 302-319.
84.	Menon, A., & Menon, A. (1997). Enviropreneurial marketing strategy: The emergence of corporate environmentalism as market strategy. Journal of Marketing, 61(1), 51–67.
85.	Meyers-Levy, J., & Tybout, A. M. (1989). Schema congruity as a basis for product evaluation. Journal of Consumer Research, 16(1), 39-54. 
86.	Mitchell, V.W. (1999). Consumer perceived risk: conceptualizations and models. European Journal of Marketing, 33(1/2), 163-195.
87.	Mitchell, V.W. (2001). Re-conceptualizing consumer store image processing using perceived risk. Journal of Business Research, 54(2), 167-172.
88.	Moorman, C., Zaitman, G., & Deshpande, R. (1992). Relationships between providers and users of market research: The dynamics of trust within and between organizations. Journal of Marketing Research, 29(8), 314-328.
89.	Morgan, R. M., & Hunt, S. D. (1994). The commitment- Trust theory of relationship marketing. Journal of Marketing 58(3), 20-38.
90.	Mullen, M. R. (1995). Diagnosing measurement equivalence in cross-national research. Journal of International Business Studies, 26(3), 573-596.
91.	Murphy, R., Graber, M., & Stewart, A. (2010). Green marketing: A Study of the impact of green marketing on consumer behavior in a period of recession. The Business Review, Cambridge. 16(1), 134-140.
92.	Nevin, J. R., & Houston, M. (1980). Images as a component of attractiveness to intra-urban shopping areas. Journal of Retailing, 56(1), 77-93.
93.	Nunnally, J. C. (1978). Psychometric Theory, New York: McGraw-hill.
94.	Ottman, J. A., Stafford, E. R., & Hartman, C. L. (2006). Avoiding green marketing myopia. Environment 48(5), 22-36.
95.	Papmehl, A. (2006). Selling green. CMA Management, 80(7), 19-21.
96.	Perdue, S.V., Reardon, R.C., & Peterson, G.W. (2007). Person-environment congruence, self-efficacy, and environmental identity in relation to job satisfaction: a career decision theory perspective. Journal of Employment Counseling, 44(1), 29-39.
97.	Peter, J. P., & Tarpey, L. X. (1975). A Comparative Analysis of Three Consumer Decision Strategies. Journal of Consumer Research, 2(1), 29-37.
98.	Pickett-Baker, J. & Ozaki, R. (2008). Pro-environmental products: marketing influence on consumer purchase decision. Journal of Consumer Marketing, 25(5), 281-293. oi:10.1108/07363760810890516.
99.	Polonsky, M. J. (1994). An introduction to green marketing. Electronic Green Journal, 1(2). Retrieved from http://escholarship.org/uc/item/49n325b7;jsessionid=6B89C5F63320DC949ADDB5FB71581A32#page-1.
100.	Pong, L. Y. (2010a, December). "+ 2 C" documentary is a wake-up call and gives a sense of urgency to the environmental crisis. Global Views Monthly Magazine, 294. Retrieved from http://www.gvm.com.tw/main/index.aspx.
101.	Pong, L.Y. (2010b, April). Sisy Chen: Before the next typhoon, some social awareness action is needed. Global Views Monthly Magazine, 286. Retrieved from http://www.gvm.com.tw/main/index.aspx.
102.	Powell, W.W. (1990). Neither market nor hierarchy: network forms of organizations. Research in Organizational Behavior, 12, 295-336.
103.	Pujari, D., & Wright, G. (1996). Developing environmentally conscious product strategies: a qualitative study of selected companies in Germany and Britain. Marketing Intelligence & Planning, 14(1), 19-28.
104.	Rahbar, E., & Wahid, N.A. (2011). Investigation of green marketing tools' effect on consumers purchase behavior. Business Strategy Series. 12(2), 73.
105.	Rempel, J., Holmes, J., & Zanna, M. (1985). Trust in close relationships. Journal of Personality and Social Psychology, 49(1), 95-112.
106.	Ring, P.S., & Van de Ven, A.H. (1994). Development processes of cooperative interorganizational relationships. Academy of Management Review, 19(1), 90-118.
107.	Roberts, K., Varki, S., & Brodie, R. (2003). Measuring the quality of relationships in consumer services: an empirical study. European Journal of Marketing, 37 (1/2), 169-196.
108.	Rotter, J. B. (1954). Social learning and clinical psychology. Englewood Cliffs, NJ: Prentice-Hall.
109.	Rousseau, D., Sitkin, S., Burt, R., & Camerer, R. (1998). Not so different after all: a cross discipline view of trust. Academy of Management Review, 23(3), 393-404.
110.	Schurr, P.H., & Ozanne, J.L. (1985). Influence on exchange processes: buyers' preconceptions of a seller's trustworthiness and bargaining toughness. Journal of Consumer Research, 11(4), 939-953.
111.	Shapiro, S.P. (1987). The social control of impersonal trust. American Journal of Sociology, 93(3), 623-658.
112.	Sherman, E., & Smith, R. B. (1986). Mood states of shoppers and store image: Promising interactions and possible behavioral effects. Advances in Consumer Research, 14, 251-254.
113.	Simmons, G., Thomas, B., & Truong, Y. (2010). Managing i-branding to create brand equity. European Journal of Marketing. 44(9/10), 1260-1285.
114.	Simms, C. (1992). Green issues and strategic management in the grocery retail sector. International Journal of Retail & Distribution Management, 20(1), 32-42.
115.	Singh, R. (2006). An empirical investigation into the effects of shopping motivation on store environment-value relationship. The Florida State University, AAT 3232452, 1-13.
116.	Smith, D.N., & Sivakumar, K. (2004). Flow and internet shopping behavior: a conceptual model and research propositions. Journal of Business Research, 57(10), 1199-1208.
117.	Strong, C. (1996). Features contributing to the growth of ethical consumerism - a preliminary investigation. Marketing Intelligence & Planning, 14(5), 5-13.
118.	Swan, J.E., & Oliver, R.L (1991). An applied analysis of buyer equity perceptions and satisfaction with automobile salespeople. Journal of Personal Selling and Sales Management, 11(2), 15-26.
119.	Vogel, V., Evanschitzky, H., & Ramaseshan, B. (2008). Customer equity drivers and future sales. Journal of Marketing, 72(6), 98-108.
120.	Wang, Y.D., & Emurian, H.H. (2005). An overview of online trust: concepts, elements, and implications. Computers in Human Behavior, 21(1), 105-125.
121.	Wu, J.H., & Wang, S.C. (2005). What drives mobile commerce? An empirical evaluation of the revised technology acceptance model. Information & Management, 42(5), 719-729.
122.	Wundt, W. (1905). Grundriss der psychologic. Leipzig: Wilhelm Engelmann.
123.	Yaung, M. (2005, Jun). Golden green take-off. Common Wealth Magazine, 325. Retrieved from http://www.cw.com.tw.