系統識別號 | U0002-1507201815232400 |
---|---|
DOI | 10.6846/TKU.2018.00404 |
論文名稱(中文) | 影響綠色包裝口碑之因素探討 |
論文名稱(英文) | A Study on Antecedents of WOM in the Green Package Context |
第三語言論文名稱 | |
校院名稱 | 淡江大學 |
系所名稱(中文) | 管理科學學系碩士班 |
系所名稱(英文) | Master's Program, Department of Management Sciences |
外國學位學校名稱 | |
外國學位學院名稱 | |
外國學位研究所名稱 | |
學年度 | 106 |
學期 | 2 |
出版年 | 107 |
研究生(中文) | 蘇秀文 |
研究生(英文) | Shiou-Wen Su |
學號 | 604620285 |
學位類別 | 碩士 |
語言別 | 繁體中文 |
第二語言別 | |
口試日期 | 2018-07-03 |
論文頁數 | 73頁 |
口試委員 |
指導教授
-
陳水蓮
委員 - 康信鴻 委員 - 吳家齊 |
關鍵字(中) |
實用環境效益 自然經驗 口碑 企業社會責任-企業能力信念 |
關鍵字(英) |
Utilitarian environmental Benefits Nature experiences Word-of-Mouth CSR-CA beliefs |
第三語言關鍵字 | |
學科別分類 | |
中文摘要 |
本研究以企業社會責任為出發,實用的環境效益、自然經驗、綠色品牌知覺與品牌態度為核心,並以企業社會責任-企業能力信念做為調節因素,探究影響綠色包裝口碑之因素。以紙本問卷及網路問卷兩種方式進行調查,共蒐集612份問卷,採用敘述統計分析及運用 SPSS AMOS 20.0進行結構模式做資料分析,實證結果如下: (1)企業實施企業社會責任會顯著正向影響消費者的實用環境效益、自然經驗。 (2)實用的環境效益會顯著正向影響消費者的綠色品牌知覺 (知覺綠色形象、綠色品牌信任、綠色品牌情感)。 (3)自然經驗會顯著正向影響消費者的綠色品牌知覺。 (4)綠色品牌知覺會顯著正向影響消費者的品牌態度。 (5)消費者的品牌態度會顯著正向影響消費者口碑。 (6)實施企業社會責任-企業能力信念與本研究架構之間產生調節效果。 最後,本研究也針對學術與管理意涵,研究限制與未來研究等討論也提供後續研究者與管理者做為參考。 |
英文摘要 |
This research is mainly based on corporate social responsibility, taking utilitarian environmental benefits,nature experiences,green image,green brand trust,and green brand affect as the core, and CSR-CA beliefs(the beliefs about Corporate Social Responsibility and a company's ability )as moderating effect to study on antecedents of WOM in the green package context.The research method was based on paper questionnaires and online questionnaires. A total of 612 questionnaires were collected. The data analysis method adopts narration statistical analysis and uses SPSS AMOS 20.0 for structural model analysis. The empirical results are as follows: (1)The relationship between the implementation of corporate social responsibility significantly and positively affects the consumer's utilitarian environmental benefits and natural experiences . (2)The consumer's utilitarian environmental benefits significantly and positively affects perceptions of green brands . (3)The relationship between natural experiences significantly and positively affects consumers' perception of green brand. (4)The relationship between the perceptions of green brand significantly and positively affects consumers' attitudes toward brands . (5)The relationship between brand attitude significantly and positively affects consumers' word-of-mouth. (6)The relationship between CSR-CA beliefs moderates the framework of this research. Finally, this study also focuses on academic and managerial implications, research limitations and future research then provide follow-up researchers and managers as a reference. |
第三語言摘要 | |
論文目次 |
目錄 目錄.....................................................Ⅰ 表目錄.................................................Ⅵ 圖目錄.................................................Ⅶ 第一章緒論..........................................1 1.1研究背景與動機......................................1 1.2研究問題與目的......................................2 1.3研究範圍與對象......................................3 第二章文獻探討......................................4 2.1國內企業採用綠色包裝現況...............................4 2.2企業社會責任..........................................5 2.2.1 企業社會責任定義及範疇..........................5 2.2.2 企業社會責任相關研究 ...........................7 2.2.3小結...........................................8 2.3 企業社會責任實踐的知覺................................8 2.3.1.實用的環境效益.................................8 2.3.2.自然經驗.......................................9 2.3.3.小結............................................10 2.4 品牌知覺............................................11 2.4.1.知覺綠色形象.....................................11 2.4.2.綠色品牌信任與綠色品牌情感........................12 2.4.3. 小結............................................13 2.5 品牌態度............................................14 2.6口碑(WOM)...........................................14 2.7企業社會責任-企業能力信念.............................16 2.8研究假設與架構.......................................17 2.8.1「企業社會責任」與「實用的環境效益」、「自然經驗」間的關 係.................................................17 2.8.2「實用的環境效益」與「知覺綠色形象」、「綠色品牌信任」、「綠色品牌情感」間的關係......................17 2.8.3「自然經驗」與「知覺綠色形象」、「綠色品牌信任」、「綠色品牌情感」間的關係.................................19 2.8.4「知覺綠色形象」、「綠色品牌信任」、「綠色品牌情感」與 「品牌態度」間的關係...............................19 2.8.5「品牌態度」與「口碑」間的關係.....................21 2.8.6「企業社會責任-企業能力信念」的調節作用............21 2.8.7研究架構.........................................21 第三章研究方法.....................................23 3.1研究設計...........................................23 3.2 研究變項操作型定義及衡量.............................23 3.2.1 社會企業責任......................................23 3.2.2 實用的環境效益....................................24 3.2.3自然經驗...........................................24 3.2.4 知覺綠色形象......................................26 3.2.5 綠色品牌信任......................................26 3.2.6 綠色品牌情感......................................26 3.2.7 品牌態度..........................................27 3.2.8口碑..............................................28 3.2.9企業社會責任-企業能力信念..........................29 3.3研究對象及抽樣設計...................................31 3.4資料分析方法.........................................31 第四章資料分析.....................................34 4.1. 樣本基本資料分析...................................34 4.1.1 回收樣本結構......................................34 4.1.2 受訪者基本資料分析................................35 4.2 測量模型分析........................................37 4.3 信度分析............................................38 4.3.1 Cronbach's α係數.................................38 4.3.2 組成信度..........................................41 4.4 效度分析............................................41 4.4.1 收斂效度..........................................41 4.4.2 區別效度..........................................42 4.5 結構模式分析 .....................................45 4.6 線性結構模式評估假設檢定............................46 4.7中介效果.............................................50 4.8調節效果.............................................53 第五章結論與建議...................................57 5.1 研究結論............................................57 5.1.1企業社會責任對企業社會責任實踐的知覺之影響.........57 5.1.2.實用的環境效益對綠色品牌知覺的影響................58 5.1.3自然經驗對綠色品牌知覺的影響的影響.................59 5.1.4綠色品牌知覺對品牌態度的影響.......................60 5.1.5品牌態度對形成口碑的影響...........................61 5.1.6企業社會責任-企業能力信念的調節(干擾)效果..........62 5.2 管理意涵............................................63 5.2.1善盡企業社會責任與具體實踐.........................63 5.2.2建立品牌知覺.......................................64 5.2.3建立品牌態度與良好的口碑...........................64 5.2.4提高企業社會責任-企業能力..........................64 5.3 研究限制............................................65 5.4 後續研究建議........................................66 參考文獻............................................68 表目錄 表3-1:衡量問題及資料來源I...................................25表3-2:衡量問題及資料來源II..................................27 表3-3:衡量問題及資料來源Ⅲ..................................30 表4-1:問卷樣品統計..........................................35 表4-2:受訪者基本資料統計表..................................36 表4-3 :驗證性因素分析測量指標................................38 表4-4:信度與效度分析表......................................40 表4-5:限制模型與原始模型卡方值差異比較......................43 表4-6:構面間區別效度分析表..................................44 表4-7:結構方程模式整體配適度指標............................46 表4-8:研究模型線性結構模式評估結果..........................49 表4-9:使用中介模型的直接與間接效果..........................52 表4-10:企業社會責任-企業能力信念之調節(干擾)效果............55 表4-10:企業社會責任-企業能力信念之調節(干擾)效果 續........56 圖目錄 圖2-1 研究架構圖.........................................22 圖4-1 本研究之研究架構結果圖.............................47 |
參考文獻 |
中文文獻 呂沁芸 (2011),《綠色包裝文定禮盒設計創作》,中原大學商業設計研 究所學位論文 洪雅馨(2014),《以綠色設計觀點探討自然材料於包裝之應用研究》, 臺中科技大學商業設計系碩士班學位論文 黃鈺凱(2014),《探討生物可分解材料購買意願影響因素與行銷策略》, 中興大學高階經理人碩士在職專班學位論文 英文文獻 Berens, G., Riel, C. B. V., & Bruggen, G. H. V. (2005). Corporate associations and consumer product responses: The moderating role of corporate brand dominance. Journal of Marketing, 69(3), 35-48. Blodgett, J. G., Granbois, D. H., & Walters, R. G. (1993). The effects of perceived justice on complainants' negative word-of-mouth behavior and repatronage intentions. Journal of retailing, 69(4), 399-428. Boehe, D. M., & Cruz, L. B. (2010). Corporate social responsibility, product differentiation strategy and export performance. Journal of Business ethics, 91(2), 325-346. Bratman, G. N., Daily, G. C., Levy, B. J., & Gross, J. J. (2015). The benefits of nature experience:Improved affect and cognition. Landscape and Urban Planning, 138, 41-50. Bratman, G. N., Hamilton, J. P., Hahn, K. S., Daily, G. C., & Gross, J. J.(2015). Nature experience reduces rumination and subgenual K.prefrontal cortex activation. Proceedings of the national academy of sciences, 112(28), 8567-8572. Chaudhuri, A., & 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. Chaudhuri, A., & Holbrook, M. B.(2002). Product-class effects on brand commitment and brand outcomes: The role of brand trust and brand affect. Journal of Brand Management, 10(1), 33-58. Chen, Y. S., & Chang, C. H. (2013). Greenwash and green trust: The mediation effects of green consumer confusion and green perceived risk. Journal of Business Ethics, 114(3), 489-500. 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. Cretu, A. E., & Brodie, R. J. (2007). The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective. Industrial Marketing Management, 36(2), 230-240. Collier, D. A. (1995). Modelling the relationships between process quality errors and overall service process performance. International Journal of Service Industry Management, 6(4), 4-19. Davis, K., & Bromstrom, R. L. (1975). Implementing the social audit in an organization. Business & Society, 16(1), 13-18. Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Green, T., & Peloza, J. (2011). How does corporate social responsibility create value for consumers?. Journal of Consumer Marketing, 28(1), 48-56. Hart, P., & Saunders, C. (1997). Power and trust: Critical factors in the adoption and use of electronic data interchange. Organization science, 8(1), 23-42. Hartmann, P., & Apaolaza-Ibáñez, V. (2008). Virtual nature experiences as emotional benefits in green product consumption: The moderating role of environmental attitudes. Environment and behavior, 40(6), 818-842. Hartmann, P., & Apaolaza-Ibáñez, V. (2012). Consumer attitude and purchase intention toward green energy brands: The roles of psychological benefits and environmental concern. Journal of Business Research, 65(9), 1254-1263. Hur, W. M., Ahn, K. H., & Kim, M. (2011). Building brand loyalty through managing brand community commitment. Management Decision, 49(7), 1194-1213. Jeong, E., Jang, S. S., Day, J., & Ha, S. (2014). The impact of eco-friendly practices on green image and customer attitudes: An investigation in a café setting. International Journal of Hospitality Management, 41, 10-20. Laroche, M., Bergeron, J., & Barbaro-Forleo, G. (2001). Targeting consumers who are willing to pay more for environmentally friendly products. Journal of consumer marketing, 18(6),503-520. Lee, M. C. (2010). Explaining and predicting users’ continuance intention toward e-learning: An extension of the expectation–confirmation model. Computers & Education, 54(2), 506-516. Loussaïef, L., Cacho-Elizondo, S., Pettersen, I. B., & Tobiassen, A. E. (2014). Do CSR actions in retailing really matter for young consumers? A study in France and Norway. Journal of Retailing and Consumer Services, 21(1), 9-17. Maxham III, J. G. (2001). Service recovery's influence on consumer satisfaction, positive word-of-mouth, and purchase intentions. Journal of business research, 54(1), 11-24. Mitchell, A. A., & Olson, J. C. (2000). Are product attribute beliefs the only mediator of advertising effects on brand attitude?. Advertising & Society Review, 1(1). Omer, A. M. (2008). Energy, environment and sustainable development. Renewable and sustainable energy reviews, 12(9), 2265-2300. Pérez, A., & del Bosque, I. R. (2015). How customers construct corporate social responsibility images: Testing the moderating role of demographic characteristics. BRQ Business Research Quarterly, 18(2), 127-141. Raes, F., Pommier, E., Neff, K. D., & Van Gucht, D. (2011). Construction and factorial validation of a short form of the self‐compassion scale. Clinical psychology & psychotherapy, 18(3), 250-255. Sasmita, J., & Mohd Suki, N. (2015). Young consumers’ insights on brand equity: Effects of brand association, brand loyalty, brand awareness, and brand image. International Journal of Retail & Distribution Management, 43(3), 276-292. Sen, S., & Bhattacharya, C. B. (2001). Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. Journal of marketing Research, 38(2), 225-243. Seyal, A. H., Rahman, M. N. A., & Rahim, M. M. (2002). Determinants of academic use of the Internet: a structural equation model. Behaviour & Information Technology, 21(1),71-86. Straughan, R. D., & Roberts, J. A. (1999). Environmental segmentation alternatives: a look at green consumer behavior in the new millennium. Journal of consumer marketing, 16(6), 558-575. Sundaram, D. S., Mitra, K., & Webster, C. (1998). Word-of-mouth communications: A motivational analysis. ACR North American Advances. Webb, D. J., Mohr, L. A., & Harris, K. E. (2008). A re-examination of socially responsible consumption and its measurement. Journal of Business Research, 61(2), 91-98. Westbrook, R. A. (1987). Product/consumption-based affective responses and postpurchase processes. Journal of marketing research, 258-270. |
論文全文使用權限 |
如有問題,歡迎洽詢!
圖書館數位資訊組 (02)2621-5656 轉 2487 或 來信