臺灣博碩士論文加值系統

本研究基於綠色行銷理念角度出發，分析了影響消費者綠色口碑效果的因素。依照過去的相關文獻為依據，提出本次之研究架構模型，以了解環保情感承諾對綠色口碑效果之影響，並以綠色信任及綠色忠誠度為中介變數設計出四個構面的問卷題項。首先以曾購買過綠色產品的消費者為受測對象，再依據電話簿資料，便利取樣郵寄紙本問卷，進行資料的蒐集，共回收505份問卷，最後再以迴歸方程式分析方法進行研究假說檢測，據以產生理論及實務的結論與建議。
本研究結果指出：(1)環保情感承諾正向顯著影響綠色信任、綠色忠誠度與綠色口碑效果。(2)綠色信任及綠色忠誠度與綠色口碑效果之間呈現顯著正相關。(3)綠色信任與綠色忠誠度在環保情感承諾對綠色口碑效果的影響中也存在顯著的中介效果。

This study investigated the environmental affective commitment on green WOM, green trust and green loyally as a mediator, based on past literature, designed four facets of questionnaire items. Start shopping for green products to consumers as the subjects, according to the phone book data, random hard copies mailed questionnaires for data collection, there were 505 questionnaires, and finally to regression analysis methods hypothesis testing, theory and practice to product of conclusions and recommendations.
The results show that environmental affective commitment would positively affect green trust, green loyally and green WOM. Green trust and green loyally in the environmental affective commitment impact on green WOM, partially mediating effects.

目　錄
謝　詞 II
中文摘要 II
英文摘要 V
圖　次 VIII
表　次 IX
第一章 緒論 1
第一節　研究背景與動機 1
第二節　研究目的 3
第三節　文章架構 8
第四節　研究流程與步驟 8
第二章 文獻探討 11
第一節 綠色環保概念 11
第二節 環保情感承諾 15
第三節 綠色信任 18
第四節 綠色忠誠度 20
第五節 綠色口碑 22
第三章 研究方法與衡量 27
第一節　研究架構 27
第二節　研究假說 28
第三節　變數定義與衡量 30
第四節　問卷設計與資料蒐集 33
第五節　研究方法 34
第四章 實證分析 37
第一節　模型檢測分析 37
第二節　樣本結構分析 38
第三節　敘述性分析 40
第四節　測試分析及假說檢定 42
第五節　中介效果 45
第五章 結論與建議 51
第一節 研究結論 51
第二節 管理意涵 52
第三節　研究限制及對後續研究之建議 55
參考文獻 57
附錄一　問卷 67
著作權聲明 71

圖　 次
圖1-1由傳統進入綠色行銷三角圖示 4
圖1-2本研究流程及步驟 9
圖2-1台灣環境保護產品標章 14
圖3-1本研究觀念架構 27
圖4-1迴歸分析之標準化路徑係數圖 43
圖4-2中介效果驗證流程 45
圖4-3中介效果(環保情感承諾→綠色信任→綠色口碑) 47
圖4-4中介效果(環保情感承諾→綠色忠誠度→綠色口碑) 48


表　 次
表1-1 綠色行銷之定義 5
表1-2關係行銷和傳統行銷的比較 6
表1-3國內外學者對關係行銷之定義 7
表2-1綠色消費的定義 12
表2-2綠色產品的定義 14
表2-3國外學者對情感承諾之定義 16
表2-4國外學者對信任的定義 18
表2-5國外學者對忠誠度的定義 21
表2-6 國外學者對口碑相關定義 24
表3-1研究假說彙整 30
表3-2環保情感承諾定義、衡量問項及主要參考來源 31
表3-3綠色信任定義、衡量問項及主要參考來源 32
表3-4綠色忠誠度定義、衡量問項及主要參考來源 32
表3-5綠色口碑定義、衡量問項及主要參考來源 33
表4-1各構面的Cronbach’s α係數表 37
表4-2因素分析表 38
表4-3受測者樣本結構及綠色產品購物經驗分析 38
表4-4環保情感承諾敘述性統計量 40
表4-5綠色信任敘述性統計量 41
表4-6綠色忠誠度敘述性統計量 41
表4-7綠色口碑敘述性統計量 42
表4-8皮爾森相關係數表 42
表4-9本研究之迴歸分析結果 43
表4-10分析結果與假說驗證 44
表4-11綠色信任對環保情感承諾與綠色口碑之中介效果 47
表4-12綠色忠誠度對環保情感承諾與綠色口碑之中介效果 48

參考文獻
一、中文參考文獻
王祿旺(2000)。企業行銷的新典範-綠色行銷。環境管理研究，1(2)，165-175。
方世榮譯(2002)，Egan, John原著。關係行銷(Relationship Marketing)，初版，五南圖書出版股份有限公司。
吳岱壎(2013)。國小教師環保旅館接收度與綠色消費行為意向及綠色行銷認知之關聯性~以雲林縣為例(未出版之碩士論文)。康寧大學休閒資產季綠色產業研究所，台南市。
呂正成(1993)。「綠色消費者之消費行為研究-以主婦聯盟會員為例」(未出版之碩士論文)。國立臺灣大學商學院研究所碩士論文，台北市。
巫偉鈴(1989)。「五專學生對環境問題的知識、信念及行動取向之研究」(未出版之碩士論文)。國立台灣師範大學衛生教育研究所碩士論文，台北市。
李淑清(2002)。家庭因素對家庭綠色消費傾向影響之研究－以鳳山市家計單位為對象(未出版之碩士論文)，義守大學管理科學研究所碩士論文。
杜瑞澤(2002)。產品施命週期之綠色設計評估模式-以筆記型電腦為例。大葉學報，11(2)，29-38。
洪順慶(2003)。從心行銷-從滿意到愛慕的服務秘訣(第三版)，臺北市 : 天下雜誌出版:大和圖書總經銷。
曾光華(1995) 。顧客資料庫與關係行銷，經濟部中小企業處第二屆中小企業管理研討會論文集(下)，台北，129-137。
陳永仁、呂文賢、黃揮原與黃基森 (1996)。我國推動資源回收再利用之現況與策略。工業污染防治季刊。59，139-144。
俞洪亮、蔡義清、莊懿妃。(2010)。商管研究資料分析: SPSS 的應用 (二版) 臺北市: 華泰文化。

黃加興(2004)。溝通、知覺價值對關係品質與忠誠度的影響-以半導體封裝業之實證(未出版之碩士論文)，國立成功大學管理研究。
黃俊英(1994)。「綠色管理：企業因應環境的對策」，中國行政，55， 1-16。
黃晏雄(1995)。創造顧客滿意行銷。台北市: 洪建全基金會。
駱尚廉(2000)。綠色生活實踐環保。消費者報導，236， 25-29。
黎安國(1996)。綠色消費—邁向新的現代性。香港社會科學學報， 58-62。
楊昭景、王瑤芬、馮莉雅與謝旭初(2007)。國際觀光飯店餐飲從業人員對綠色生產力認知, 態度與行為之研究。觀光研究學報，2(13)，165-192。
孫豔玲、何源與李陽旭(2011)。從範例學 SPSS 統計分析與應用，新北市，博碩文化。

二、英文參考文獻
Arndt, J. (1967). Role of product- related conversations in the diffusion of a new product. Journal of Marketing Research, 4(3), 291-295.
Anderson, E. W. (1998). Customer satisfaction and word of mouth. Journal of Service Research, 1(1), 5-17.
Anderson, Eugene W., Claes Fornell, and Donald R. Lehmann (1994). Customer Satisfaction, Market Share, and Profitability: Findings from Sweden, Journal of Marketing, 58(3), 53-66.
Andreassen, T. W., & Lindestad, B. (1998). The effect of corporate image in the formation of customer loyalty. Journal of Service Research, 1(1), 82-92.
Awad, N. F., & Ragowsky, A. (2008). Establishing trust in electronic commerce through online word of mouth: An examination across genders. Journal of Management Information Systems, 24(4), 101-121.
Balderjahn, I. (1988). Personality variables and environmental attitudes as predictors of ecologically responsible consumption patterns. Journal of business Research, 17(1), 51-56.
Banks, D., Daus, K., Cook, S., & Afterword-Lowenstein, M. (2002). Customer. Community: Unleashing the Power of Your Customer Base. New York, NY: Jossey-Bass.
Bansal, H. S., Irving, P. G., & Taylor, S. F. (2004). A three-component model of customer to service providers. Journal of the Academy of marketing Science, 32(3), 234-250.
Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of personality and social psychology, 51(6), 1173.
Bendapudi, N., & Berry, L. L. (1997). Customers' motivations for maintaining relationships with service providers. Journal of retailing, 73(1), 15-37.
Berry, L. (1983). Relationship Marketing(pp 1–146). American Marketing Association. Chicago.
Bothe, K. (1996). Beyond customer satisfaction to customer loyalty: The key to greater profitability, New Nork, NY: AMACOM.
Carmines, E. G., & Zeller, R. A. (1979). Reliability and validity assessment (Vol. 17). Beverly Hills, CA: Sage Publications.
Charter, M. (1992). Greener marketing: A responsible approach to business. Sheffield, UK: Greenleaf Publishing.
Chen, Y. S. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business Ethics, 93(2), 307-319.
Chen, Y. S. (2013). Towards green loyalty: driving from green perceived value, green satisfaction, and green trust. Sustainable Development, 21(5), 294-308.
Chen, Y. S., & Chang, C. H. (2012). Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Management Decision, 50(3), 502-520.
Chen, Y. S., & Chang, C. H. (2013). Greenwash and green trust: The mediation effects of green consumer confusion and green perceived risk. Journal of Business Ethics, 114(3), 489-500.
Chen, Y. S., & Chang, C. H. (2013a). Towards green trust: The influences of green perceived quality, green perceived risk, and green satisfaction. Management Decision, 51(1), 63-82.
Chen, Y. S., Lin, C. L., & Chang, C. H. (2014). The influence of greenwash on green word-of-mouth (green WOM): The mediation effects of green perceived quality and green satisfaction. Quality & Quantity, 48(5), 2411-2425.
Desatnick, R. L. (1987). Managing to keep the customer. San Francisco, CA: Jossey-Bass.
Dichter, E., 1966. How word-of-mouth advertising works. Harvard Business Review, 44(November/December), 147-166
Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the academy of marketing science, 22(2), 99-113.
Drucker, P. F., & Drucker, P. F. (1994). Post-capitalist society. London and New York : Routledge.
Dunlap, R., & Van Liere, K. (1978). The" new environmental paradigm”: A proposed measuring instrument for environmental quality. Social Science Quarterly, 65, 1013-1028.
Dwyer, F. R., Schurr, P. H., & Sejo Oh (1987). Developing Buyer- Seller Relationship, Journal of Marketing, 51(2), 11-27.
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1993). Consumer Behavior. (7th ed.). NY: Rinehart &Winston.
Elkington J., Makower J., & Hailes J. (1993). The Green Consumer. Penguim Books New York.
File, K. M., Cermak, D. S. P., & Prince, R. A. (1994). Word-of-mouth effects in professional service buyer behavior. The Service Industries Journal, 14(3), 301-314.
Fraj, E., & Martinez, E. (2006). Environmental values and lifestyles as determining factors of ecological consumer behaviour: an empirical analysis. Journal of Consumer Marketing, 23(3), 133-144.
Fullerton, G. (2003). When does commitment lead to loyalty? Journal of Service Research, 5(4), 333-344
Ganesan, S. (1994). Determinants of Long-Term Orientation in Buyer-Seller Relationships. Journal of Marketing, 58(2), 1-19.
Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63(2), 70-87.
Gefen, D. (2002). Reflections on the dimensions of trust and trustworthiness among online consumers. ACM Sigmis Database, 33(3), 38-53.
Gronroos Christian (1990). Relationship Approach to Marketing in Service Context: The Marketing and Organizational Behavior Interface, Journal of Business Research, 20(1), 3-11
Gundlach, G. T., Achrol, R. S., & Mentzer, J. T. (1995). The structure of commitment in exchange. The Journal of Marketing, 59(1), 78-92.
Henriques, I., & Sadorsky, P. (1996). The determinants of an environmentally responsive firm: an empirical approach. Journal of environmental economics and management, 30(3), 381-395.
Hines, J. M., Hungerford, H. R., & Tomera, A. N. (1987). Analysis and synthesis of research on responsible environmental behavior: A meta-analysis. The Journal of environmental education, 18(2), 1-8.
Horiuchi, R., Schuchard, R., Shea, L., & Townsend, S. (2009). Understanding and preventing greenwash: A business guide. London: Futerra Sustainability Communications.
Idrissou, L., van Paassen, A., Aarts, N., Vodouhè, S., & Leeuwis, C. (2013). Trust and hidden conflict in participatory natural resources management: The case of the Pendjari national park (PNP) in Benin. Forest Policy and Economics, 27, 65-74.
Jacoby, J., & Kyner, D. B. (1973). Brand loyalty vs. repeat purchasing behavior. Journal of Marketing Research, 10(1), 1-9.
Jain, S. K., & Kaur, G. (2003). Strategic green marketing: How should business firms go about adopting it?. The Indian Journal of Commerce, 55(4), 1-16.
Jeuland, A. P. (1979). The interaction effect of preference and availability on brand switching and market share. Management Science, 25(10), 953-965.
Kanter, R. M. (1968). Commitment and social organization: A study of commitment mechanisms in utopian communities. American sociological review, 35, 499-517.
King, D. A. (2004). The scientific impact of nations. Nature, 430(6997), 311-316.
Kotler, P. (1994). Analysis, Planning, Implementation and Control, Upper Saddle River, NJ：Prentice Hall International.
Kumar, V., Petersen, J. A., & Leone, R. P. (2007). How valuable is word of mouth? Harvard business review, 85(10), 139.
Luhmann, N. (1979). Trust and Power, New York, NY: Wiley & Sons.
Makower, J., & Pike, C. (2009). Strategies for the green economy: Opportunities and challenges in the new world of business. New York, NY: McGraw-Hill.
Marsha, L. R. (1983). Negative word-of-mouth by dissatisfied consumers: A pilot study. Journal of Marketing, 47(1), 68-78.
Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organization trust. Academy of Management Review, 20(3), 709-734.
McCarter, M. W., & Northcraft, G. B. (2007). Happy together?: Insights and implications of viewing managed supply chains as a social dilemma. Journal of operations management, 25(2), 498-511.
Menon, A., & Menon, A. (1997). Enviropreneurial marketing strategy: the emergence of corporate environmentalism as market strategy. The Journal of Marketing, 61, 51-67.
Mizersku, R. W. (1982). An attribution explanation of unfavorable information. Journal of Consumer Research, 9(3), 301-310
Morgan, R. M., & Hunt, S. (1999). Relationship-based competitive advantage: the role of relationship marketing in marketing strategy. Journal of Business Research, 46(3), 281-290.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Thejournal of Marketing, 58(3), 20-38.
Moorman, C., G. Zaltman, and R. Deshpande (1992). Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations. Journal of Marketing Research, 29(3), 314-328.
Nunnally, J. (1978). Psychometric theory (2nd ed.). New York, NY: McGraw-Hill.
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(4), 33-44.
Ostrom, A. L., Bitner, M. J., Brown, S. W., Burkhard, K. A., Goul, M., Smith-Daniels, V., ... & Rabinovich, E. (2010). Moving forward and making a difference: research priorities for the science of service. Journal of Service Research, 13(1), 4-36.
Ottman, J. (1993). Green Marketing: Challenges & Opportunities for the New Marketing Age. NTC Business Books. Lincolnwood, Illinois.Perspective’, Blackwell Publishers Ltd., United Kingdom.
Peattie, K., & Ratnayaka, M. (1992). Responding to the green movement. Industrial Marketing Management, 21(2), 103-110
Peattie, K. & Charter, M. (1994). Green Marketing in Baker, M. (Ed.), The Marketing Book, Butterworth Heinneman, Oxford.
Polonsky, M. J. (1994). An introduction to green marketing. Electronic Green Journal, 1(2), 1-10.
Porter, L. W., Crampon, W. J., & Smith, F. J. (1976). Organizational commitment and managerial turnover: A longitudinal study. Organizational behavior and human performance, 15(1), 87-98.
Porter, M. A. (1979). How competitive forces shape strategy, Harvard Business Review, 57(2), 137-145.
Raphel, N., & Raphel, M. (1995). Loyalty Ladder. New York, NY: Harpercollins.
Ravald, A., & Grönroos, C. (1996). The value concept and relationship marketing. European journal of marketing, 30(2), 19-30.
Shao Yeh, Y., & Li, Y. M. (2009). Building trust in m-commerce: contributions from quality and satisfaction. Online Information Review, 33(6), 1066-1086.
Singh, J. (1988). Consumer complaint intention and behavior: A review and prospect. Journal of Marketing, 52(1), 93-107.
Staw, B. M., & Salancik, G. R. (1977). New directions in organizational behavior. Oxford, England : St Clair.
Suchard, H. T., & Polonski, M. J. (1991). A theory of environmental buyer behaviour and its validity: the environmental action-behaviour model. In AMA Summer Educators’ Conference Proceedings, American Marketing Association, Chicago, IL(2), 187-201.
Schurr, P.H. & Ozanne, J.L. (1985). Influences on exchange processes: buyers' preconceptionsof a seller's trustworthiness and bargaining toughness. Journal of Consumer Research, 4, 939-953.
Von Wangenheim, F. V., & Bayón, T. (2007). The chain from customer satisfaction via word-of-mouth referrals to new customer acquisition. Journal of the Academy of Marketing Science, 35(2), 233-249.
Westbrook, R. A. (1987). Product/consumption-based affective responses and postpurchase processes. Journal of Marketing Research, 24, 258-270.
Wiidegren, Ö. (1998). The new environmental paradigm and personal norms. Environment and behavior, 30(1), 75-100.
Yazdanifard, R., & Mercy, I. E. (2011). The impact of green marketing on customer satisfaction and environmental safety. In 2011 International Conference on Computer Communication and Management, 5, 637-641.
Yu C., Zhao P. & Wang H., (2007). An empricial evaluation of a customer-based brand equity model and its managerial implications. Frontiers of Business Research in China, 2(4), 553-570.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of Marketing, 52(3), 2-22.

三、網路參考資料
行政院環境保護署，http://www.epa.gov.tw/mp.asp?mp=epa，搜尋日期：2016年3月8日。
Guardian News and Media Limited, Humans have already used up 2015's supply of Earth's resources–analysisView the discussion thread. August, 12 2015. Retrieved from http://www.theguardian.com/environment/2015/aug/12/humans-have-already-used-up-2015s-supply-of-earths-resources-analysis