| 摘要: | 由於工業與經濟快速發展，造成能源耗竭及全球暖化等問題日益嚴峻，致使環保綠能產業成為各國發展重點產業。本研究以台灣松下(Panasonic Taiwan)綠色品牌為例，目的為探究綠色品牌知覺價值、綠色品牌熱愛與綠色品牌權益之間之關係，具體而言，本研究審視消費者之綠色品牌知覺價值對於綠色品牌熱愛之影響，進而影響綠色品牌權益。本研究之綠色品牌知覺價值將以情感價值、社會價值、價格價值及功能價值四個構面予以衡量之。本研究以紙本問卷進行調查，並以便利抽樣方法蒐集資料。最後，總共回收有效問卷360份，接著，透過SPSS AMOS 21.0從事結構方程模式(Structural Equation Modeling; SEM)分析及假說檢定。本研究結果發現情感價值、社會價值、價格價值與功能價值對綠色品牌熱愛具有顯著正向關係，進而顯著正向影響綠色品牌權益。另外，本研究亦證實綠色品牌熱愛於綠色品牌知覺社會價值及綠色品牌權益之間具有完全中介效果，於綠色品牌知覺情感價值、價格價值、功能價值及綠色品牌權益之間具有部分中介效果。最後，依據這些研究發現，本研究提出實務意涵、研究限制及未來研究方向。
The rapid development of industry and economy has caused the serious problems of depletion of energy and global warming. Thus, the environmental green energy industry has become the main concern in each country. This study uses the green brand of Panasonic Taiwan as an example to investigate the relationships among green brand perceived value, green brand love, and green brand equity. Specifically, this study examines the influence of green brand perceived value on green brand love, which in turn influences green brand equity. In this study, the green brand perceived value is evaluated by using four dimensions, that is, emotional, social, price, and functional values. This study uses a paper-based survey questionnaire to collect data through the convenient sampling. A total of 360 valid questionnaires are collected. Then, the SPSS AMOS 21.0 program is used to conduct the structural equation modeling analysis and hypotheses testing. This study confirms that the emotional, social, price, and functional values are positively associated with green brand love, which in turn significantly influence green brand equity. This study also shows the completely mediating effect of green brand love in the relationship between green brand perceived social value and green brand equity, as well as the partially mediating effect of green brand love in the relationship between green brand perceived emotional, price, functional values and green brand equity. Finally, based on these findings, this study provides the practical implications, limitations, and directions for the future research. |
