探討永續行銷、品牌形象、學習 動機的關係：以學習永續課程為例

CCUR > College of Business > Master program of global brand and marketing > thesis > Item 987654321/53511

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/53511

Title:	探討永續行銷、品牌形象、學習動機的關係：以學習永續課程為例 A Study on the Impact of Brand Image and Sustainable Marketing of Sustainability Courses on Learning Motivation
Authors:	田淑君
Contributors:	全球品牌與行銷碩士在職學位學程
Keywords:	品牌形象永續行銷學習動機 brand image sustainable marketing learning motivation
Date:	2024
Issue Date:	2024-07-17 14:31:52 (UTC+8)
Abstract:	隨著全球對環境議題和永續發展的日益關注，永續課程已成為一個重要的學習領域。本研究旨在探討品牌形象、永續行銷與學習動機之間的相互關係，同時檢驗永續行銷的中介效應。透過便利取樣法，共收集了567份有效問卷進行統計分析，包括敘述性統計、相關分析、迴歸分析以及結構方程模型等方法。研究結果顯示，品牌形象、永續行銷與學習動機之間存在顯著正向關係。此外，結構方程模型分析發現，品牌形象透過永續行銷的中介效果對學習動機產生顯著影響。本研究在理論上深入探討了永續行銷對品牌形象和學習動機的影響機制，為永續認證課程的設計和推廣提供了重要參考依據。在實務上，本研究的結果可協助教育機構或培訓機構制定更具競爭力的永續行銷策略，促進永續發展目標的實現。 With the increasing global concern for environmental issues and sustainable de-velopment, sustainable education has emerged as a crucial field of study. This research aims to explore the interrelationships among brand image, sustainable marketing, and learning motivation, while also examining the mediating effect of sustainable market-ing. Through convenience sampling, a total of 567 valid questionnaires were collected for statistical analysis, including descriptive statistics, correlation analysis, regression analysis, and structural equation modeling. The results indicate significant positive re-lationships between brand image, sustainable marketing, and learning motivation. Fur-thermore, the structural equation modeling analysis reveals that brand image signifi-cantly influences learning motivation through the mediating effect of sustainable mar-keting. This study provides an in-depth theoretical exploration of the impact mecha-nism of sustainable marketing on brand image and learning motivation, offering im-portant insights for the design and promotion of sustainable certification programs. In practice, the findings of this study can assist educational institutions or training organ-izations in developing more competitive sustainable marketing strategies to advance the achievement of sustainable development goals.
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