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系統識別號 U0002-2107201411411300
中文論文名稱 綠色廣告及其後續影響因素對綠色品牌信任之研究
英文論文名稱 The influences of the green advertising and its consequence factors on the green brand trust
校院名稱 淡江大學
系所名稱(中) 管理科學學系碩士班
系所名稱(英) Master’s Program, Department of Management Sciences
學年度 102
學期 2
出版年 103
研究生中文姓名 吳和育
研究生英文姓名 Ho-Yu Wu
學號 602620105
學位類別 碩士
語文別 英文
口試日期 2014-06-27
論文頁數 68頁
口試委員 指導教授-陳水蓮
委員-康信鴻
委員-陳怡妃
中文關鍵字 綠色廣告  漂綠  價值權益  綠色信任 
英文關鍵字 Green advertising  Green wash  Value equity  Green trust 
學科別分類
中文摘要 近年來,環保(綠色)議題隨著科技的進步及時代的變遷,已在全球浮現了數十年。開始有許多廠商意識到這股綠色商機潮流,開始利用綠色廣告為自身品牌打造綠色品牌形象,進而增加消費者對該品牌的「綠色信任」。隨著綠色廣告興起,消費者也逐漸意識到綠色的重要性,也有更多的消費者願意選購綠色品牌產品為地球盡一份心力。然而,由於市場上充斥著所謂的綠色商品,使得消費者會對於該商品是否為真正的綠色商品感到困惑。因此本研究的主要目的為,探討綠色廣告是否會直接或間接影響消費者對於廠商與其商品之綠色信任。首先,本研究探討綠色廣告回應、企業社會責任品牌差異化、領導風格對於漂綠之影響。第二,本研究驗證漂綠對於綠色消費者混淆與綠色信任之影響。第三,探討綠色消費者混淆、價值權益與綠色信任之影響。第四,企業社會責任品牌差異化對於價值權益、組織聯想與綠色信任之影響。第五,本研究探討領導風格對於組織聯想與綠色信任之影響。最後,本研究進一步探討以是否曾經購買過綠色商品作為干擾變數。
本研究的主要研究對象,為曾經聽聞、購買過綠色商品或曾經看過綠色廣告之消費者。本研究回收的有效樣本數為1264份問卷。此外本研究以AMOS 20.0統計軟體進行相關信、效度分析,並以結構方程式進行假設檢定。實證結果如下:一、綠色廣告回應對於漂綠具有負向影響,對於企業社會責任品牌差異化與領導風格具有正向影響;二、漂綠對於綠色消費者混淆具有正向影響;三、企業社會責任品牌差異化對於價值權益與組織聯想具有正向影響;四、領導風格對於組織聯想具有正向影響;五、綠色消費者混淆皆對於價值權益與綠色信任具有負向影響;六、價值權益對於綠色信任具有正向影響;七、組織聯想對於綠色信任具有正向影響;八、是否曾經有購買過綠色商品的消費者在本研究模型皆具有干擾效果。最後,本研究提出管理與理論意涵,並針對後續研究者提出建議與未來研究方向之參考。
英文摘要 Environmental (green) topics have been explored for decades, and consumers have gradually become aware of beneficial products to our environment. However, various so-called green products in the market have confused consumers as to which ones are actually green products. Moreover, green advertisement directly or indirectly affects consumer trust of an organization and its products. Therefore, this study first explored the effect of response to green advertising (RGA) on green wash (GW), corporate social responsibility brand differentiation (CSRBD), and leadership (LS), and subsequently examined the influence of GW on green consumer confusion (GCC) and green trust (GT). The relationship of GCC, value equity (VE), and GT was also explored, and the influence of CSRBD on value VE and organizational association to GT was investigated. This study discusses the effect of LS on organizational association and GT. Finally, this study explored the moderating effects of purchasing green products.
The study participants were people who were familiar with or had purchased green-brand products and had seen green advertisements. A total of 1264 valid questionnaires were collected and statistical software AMOS 20.0 was used to analyze the research hypotheses, which were examined using structural equation modeling (SEM). The hypotheses of this study are all supported. First, RGA is negatively associated with GW, and is positively associated with CSRBD and LS. GW has positive effects on GCC. Moreover, CSRBD positively influences both VE and organization association (OA). The relationship between LS and organizational association is significant. Furthermore, VE and GT are both negatively affected by GCC. VE is positively associated with GT. OA also has significant influence on GT. The experience of purchasing or nonpurchasing green products has moderating effects in this study. Finally, this study offers several relevant managerial and theoretical implications for green practitioners and discusses the research directions for future studies.
論文目次 Table of Contents
Table of Contents V
List of Tables IX
List of Figures X
Chapter 1 Introduction 1
1.1 Introduction 1
1.2 Research Objective 4
1.3 Research Process 4
Chapter 2 Literature Review 6
2.1 Response to Green Advertising 6
2.2 Green Wash 7
2.3 Corporate Social Responsibility Brand Differentiation 9
2.4 Leadership 10
2.5 Green Consumer Confusion 11
2.6 Value Equity 12
2.7 Organization Association 13
2.8 Green Trust 15
2.9 Relationship Between Response to Green Advertising and Green Wash 16
2.10 Relationship Between Response to Green Advertising and Corporate Social Responsibility Brand Differentiation 17
2.11 Relationship Between Response to Green Advertising and Leadership 17
2.12 Relationship Between Green Wash and Green Consumer Confusion 18
2.13 Relationship Between Corporate Social Responsibility Brand Differentiation and Value Equity 19
2.14 Relationship Between Corporate Social Responsibility Brand Differentiation and Organization Association 20
2.15 Relationship Between Leadership and Organizational Association 20
2.16 Relationship Between Green Consumer Confusion and Value Equity 21
2.17 Relationship Between Green Consumer Confusion and Green Trust 22
2.18 Relationship Between Value Equity and Green Trust 23
2.19 Relationship Between Organizational Association and Green Trust 23
2.20 Moderating Effects 24
Chapter 3 Methodology 26
3.1 Research Setting 27
3.2 Questionnaire Design and Pretest 27
3.3 Sample and Data Collection 29
3.4 Data Analysis Method 29
3.4.1 Descriptive Statistics Analysis 30
3.4.2 Reliability and Validity Analysis 30
Chapter 4 Data Analysis and Results 31
4.1 Respondent Profiles 31
4.2 Measurement Model 33
4.2.1 Confirmatory Factor Analysis (CFA) 33
4.3 Reliability and Validity 34
4.3.1 Reliability Analysis 34
4.3.2 Validity Analysis 37
4.4 Structure Equation Model Analysis 41
4.4.1 Overall Model Validation 41
4.4.2 Structural Equation Model Evaluation Hypothesis Test 42
4.4.3 The Moderating Role: The Experience of Purchasing Green Products 47
Chapter 5 Conclusion 51
5.1 Discussion 51
5.2 Theoretical Implication 54
5.3 Managerial Implication 55
5.4 Research Limitations and Future Research 56
References 57
Appendix 65

List of Tables
Table 3.1 Sources of Measure Items 28
Table 4.1 Descriptive statistics of the respondent’s profiles 32
Table 4.2 Analysis of Measurement Accuracy 34
Table 4.3 Analysis of Reliability and Convergent Validity 36
Table 4.4 AVE/ Squared correlation and difference of chi-squared 38
Table 4.5 Confidence Interval 39
Table 4.6 Goodness-of-Fit 42
Table 4.7 Hypothesis Test Analysis 43
Table 4.8 Direct, Indirect and Total Effects 46
Table 4.9 Invariance Tests across the experience of purchasing green product 50
Table 5.1 Analysis of hypothesis test 53

List of Figures
Figure 1.1 Research Process 5
Figure 3.1 The Research Conceptual Framework 26
Figure 4.1 Structure Equation Modeling Analyses 44

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