綠色行銷、綠色產品知覺價值與購買意願之研究

文化大學機構典藏 CCUR > 商學院 > 企業管理學系暨國際企業管理研究所 > 博碩士論文 > Item 987654321/23635

jsp.display-item.identifier=請使用永久網址來引用或連結此文件: https://irlib.pccu.edu.tw/handle/987654321/23635

题名:	綠色行銷、綠色產品知覺價值與購買意願之研究
作者:	張寶文
贡献者:	國際企管管理研究所碩士在職專班
关键词:	綠色行銷 Green marketing 產品知覺價值 product's perceived value 購買意願 Purchase intention
日期:	2012
上传时间:	2012-11-01 12:24:13 (UTC+8)
摘要:	本研究目的在探討消費者對綠色行銷、綠色產品知覺價值 (知覺價值、情緒價值、社會價值)與購買意願之關係。　　透過便利抽樣的方式，問卷抽樣過程採無記名自我管理問卷調查法，消費者可自行勾選符合本身意見、想法或行為之選項。總共發送了230 份問卷，現場填寫共計回收218份問卷，回收率95％；經刪除無效問卷26份，有效問卷共192份，樣本有效率為88％。　　研究結果發現，綠色行銷與購買意願呈現正向影響，而綠色產品知覺價值於綠色行銷及購買意願間為中介關係，並呈現正向影響。　　　This study is researching customers＇awareness regarding “ Green marketing ＂,“ Green product's perceived value ＂ (Function value, Emotional value and social value), and “ Purchase intention”. 　　　This research was based on convenience sampling and the secret sampling questionnaire was conducted to obtain the real thinking of customers purchase behaviors. Two hundred and thirty questionnaires were distributed and got two hundred and eighteen subjects participated in this study; the return rate is 95%. Fifty three copies were ineffectual after filtering, only two hundred and twenty four copies can be analyzed in this studying which is 88% highly response rate. 　　　Result of the study that show Green marketing and purchase intention positively impact and the perceived value of green products in and positively affect mediated the relationship between green marketing and purchase intention.
显示于类别:	[企業管理學系暨國際企業管理研究所] 博碩士論文

文件中的档案:

档案	描述	大小	格式	浏览次数
index.html		0Kb	HTML	764	检视/开启

检视Licence

在CCUR中所有的数据项都受到原著作权保护.

数据加载中.....