本研究主要目的為洞悉影響顧客對於企業使用綠色包裝之滿意度和忠誠度之因素，本研究茲將以S-O-R架構為基礎，以探討產品品質如何影響顧客知覺價值與知覺信任，進而影響其顧客滿意度與顧客忠誠度。本研究共回收250份問卷，有效問卷為239份。再者，利用LISREL 8.54進行實證分析，以驗證本研究模式所提之假說。
結果發現產品品質會透過知覺信任與知覺價值影響顧客忠誠度，知覺價值亦會影響顧客滿意度。另外，本研究亦發現知覺信任對於顧客滿意度無顯著之影響，而顧客滿意度與顧客忠誠度之間有一顯著正向之影響。因此，依據本研究之結果發現得以獲悉企業能透過綠色包裝之使用，提高顧客對其產品品質之知覺，而增加其對該企業之信任與知覺其產品之價值，進而增加其滿意度與忠誠度。
This study aims to investigate the determinants of customer satisfaction and cus-tomer loyalty in the context of the enterprise use of green package. Specifically, a re-search model for testing the relationships among these constructs based on the stimu-lus-organism-response (S-O-R) framework is outlined. The data is subjected to structural equation modeling through the LISREL 8.54 program. Specifically, structural equation modeling (SEM) was used to examine the hypothesized relationships among the variables. A total of 250 questionnaires were collected. After deleting the invalid ques-tionnaires, a total of 239 valid questionnaires were used into our analysis.
The findings of this study show that product quality has a significant impact on perceived trust and perceived value, and in turn, affects customer loyalty. Additionally, the impact of perceived value on customer satisfaction is also confirmed in this study. In addition, our results find that perceived trust has no significant impact on customer sat-isfaction, and additionally customer satisfaction has a significant impact on customer loyalty. Thus, based on the findings of this study, we can realize that enterprise can im-prove customers’ perception of product quality to increase their trust and perceived val-ue, and in turn, enhance their satisfaction and loyalty by using green package.
