工業革命以來，大量的人力被機器所取代，經濟快速發展的同時，產生了大量的消耗以及汙染，環境不斷被過度開發的過程中，導致地球的生態遭到嚴重破壞，環境的問題已經不是地域性的問題，而是每個人都要正視的議題。企業更是在這個議題中必須付出更大的責任以及努力，永續發展不再是宣導作用而是成為企業開始落實的方向，再創造經濟的同時也應該盡了企業的社會責任。
   隨著綠色觀念的興起，消費者的消費習慣也開始轉變，即便環保性商品的價格普遍偏高，消費者也漸漸開始接受，對於這些消費者來說，在消費的過程中已經為地球盡一份心力。因此，在這個環保為潮流的市場當中，企業業準確地找到市場的需求，並且朝著永續的方向發展以及成長。
   本研究以台灣環保鞋款市場中曾使用過或未使用過環保鞋款之使用者作為對象，實證結果發現，品牌知識、限量策略、知覺價值透過品牌關係對於未來購買意願，形成三個路徑結果，無論是透過強而有力的品牌、企業的限量策略或者是消費者的知覺價值，皆會對未來購買意願產生顯著的影響。

Since the Industrial Revolution, a large number of manpower has been replaced by machinery meanwhile rapid economic development has produced a large number of consumption and pollution. The environment is constantly overexploited in the process, resulting in serious damage to the earth's ecology. Everyone should face squarely to environmental problems since it's not only a re-gional issue. Enterprises must pay greater responsibility and efforts since sustainable development is no longer an advocacy role but the direction of enterprises. To take action meanwhile create the economy should also fulfill corporate social responsibility.
With the rise of the green concept, the consumption habits of consumers have changed. Alt-hough the price of environmentally friendly products are generally high, consumers began to accept by degrees. These consumers have contributed to the earth in the process of consumption. In this en-vironmental protection trend of the market, the enterprise accurately found out the market demand and move on to the sustainable direction of development and growth.
The research objects of this thesis are those who have used or  have not used environmentally friendly shoes in Taiwan's environmentally friendly shoes market. The result shows that  the brand knowledge, the limited strategy and the perception value to  the relationship of the brand and the consumers' future purchase intention have formed  three  results. No matter  the powerful brand, the limited strategy of the enterprises or the perception value of the consumers , three of them have a significant impact on consumers' future purchase intention.

中文摘要	I
ABSTRACT	II
目錄	IV
表目錄	VI
圖目錄	VIII
第一章	緒論	1
第一節 研究背景與動機	1
第二節 研究目的	4
第三節 研究範圍及對象	5
第四節 研究流程	6
第二章	文獻回顧	7
第一節 個案公司	7
第二節 品牌知識 (BRAND KNOWLEDGE)	9
第三節 限量策略 (LIMITED-EDITION STRATEGY)	14
第四節 知覺價值 (PERCEIVED VALUE)	15
第五節 品牌關係 (BRAND RELATIONSHIP)	26
第六節 購買意願 (PURCHASE INTENTION)	28
第三章	研究方法	33
第一節 研究架構	33
第二節 研究假設	35
第三節 研究變數之操作性定義	39
第四節 研究設計	42
第五節 資料分析方法	43
第四章	資料分析與結果	45
第一節 敘述性統計分析	45
第二節 信度分析	57
第三節 因素分析	58
第四節 迴歸分析	66
第五節	研究假設驗證之結果	75
第五章	結論與建議	77
第一節 研究結論	77
第二節 研究發現	78
參考文獻	81
附錄 研究問卷	87
表目錄
表 2-1 NIKE環保鞋款之各材質定義	8
表 2-2 品牌定義彙整表	10
表 2-3 品牌形象定義彙整表	11
表 2-4 品牌知名度定義彙整表	12
表 2-5 知覺價值定義整理	17
表 2-6 知覺價值衡量構面之整理	24
表 2-7 購買意願定義之整理	29
表 3-1 本研究假設驗證之結果	38
表 3-2 因素分析 KMO 值衡量標準	44
表 4-1 品牌知識分析表	46
表 4-2 限量策略分析表	47
表 4-3 知覺價值分析表	48
表 4-4 品牌關係分析表	49
表 4-5 購買意願分析表	50
表 4-6 整體有效樣本之性別分布情形	51
表 4-7 整體有效樣本之年齡分佈情形	52
表 4-8 整體有效樣本之教育程度分佈情形	53
表 4-9 整體有效樣本之職業分佈情形	54
表 4-10 整體有效樣本之平均月收入分佈情形	55
表 4-11 整體有效樣本之居住地分佈情形	56
表 4-12 整體樣本各構面之信度分析表	57
表 4-13 KMO 和 Bartlett 檢定-品牌知識	58
表 4-14 品牌知識因素分析摘要表	59
表 4-15 KMO和Bartlett 檢定-限量策略	59
表 4-16 限量策略因素分析摘要表	60
表 4-17 KMO 和 Bartlett 檢定-知覺價值	61
表 4-18 知覺價值因素分析摘要表	62
表 4-19 KMO 和 Bartlett 檢定-品牌關係	63
表 4-20 品牌關係因素分析摘要表	64
表 4-21 KMO 和 Bartlett 檢定-購買意願	65
表 4-22 購買意願因素分析摘要表	65
表 4-23 容易記憶之迴歸分析	66
表 4-24 穩定實用之迴歸分析	66
表 4-25 時常耳聞之迴歸分析	67
表 4-26 限量購買之迴歸分析	68
表 4-27 限量搶購之迴歸分析	68
表 4-28 與眾不同之迴歸分析	69
表 4-29 喜愛程度之迴歸分析	70
表 4-30 價格合理之迴歸分析	70
表 4-31 功能齊全之迴歸分析	71
表 4-32 慾想穿著之迴歸分析	72
表 4-33 信任可靠之迴歸分析	72
表 4-34 預期表現之迴歸分析	73
表 4-35 功能便利之迴歸分析	73
表 4-36 本研究假設驗證之結果	75

 
圖目錄
圖1-1本研究之研究流程	6
圖3-1研究架構	34
圖4-1本研究假設驗證之結果	76

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