臺灣博碩士論文加值系統

環保意識日漸抬頭，對於企業而言，綠色採購已成為一個不可忽視的趨勢。然而對於B2B市場而言，透過B2B社群在綠色行銷活動中，企業對於環境保護議題的承諾，特別是企業的社會責任感能透過社群中的傳播，讓企業皆能有效提高綠色品牌信任度與形象。本研究以B2B綠色行銷社群的相關理論出發，探討透過參與B2B社群的綠色行銷活動對於品牌信任與形象，是否存在企業綠色採購之誘因產生影響效果。
本研究以線上B2B綠色品牌社群為主要研究對象，針對使用B2B社群之經驗，探討社群商務之互動關係如何影響企業綠色採購影響的形成。實證結果發現，當B2B社群成員之信任意識愈高，對於企業綠色採購的知覺程度也會相對愈高。因此，本研究建議企業在進行綠色行銷活動時，應該重視企業的社會責任感，積極參與社會公益活動，透過社群傳播擴散，提高消費者對於該企業的信任度與形象，進而達到綠色品牌的建立與鞏固。B2B社群經營可以透過多樣的媒體豐富性以及即時互動性，和社群成員建立良好的互動，也可以進一步提升社群參與的程度。

The awareness of environmental protection has been rising, and for businesses, green procurement has become an undeniable trend. However, for the B2B market, in the context of green marketing activities through B2B communities, the commitment of businesses to environmental protection issues, particularly their corporate social responsibility, can effectively enhance the trust and image of green brands through communication within the community. This study starts with relevant theories of virtual green marketing communities and explores whether participating in B2B community-based green marketing activities has an impact on brand trust and image, considering the influence of incentives for corporate green procurement.

This study focuses on online B2B green brand communities as the main research subject and examines how the interactive relationship in community commerce affects the formation of the influence of corporate green procurement based on the experiences of using B2B communities. The empirical results indicate that the higher the trust awareness among B2B community members, the higher their perceived level of corporate green procurement. Therefore, this study suggests that businesses should prioritize their sense of corporate social responsibility and actively engage in social welfare activities to enhance consumers' trust and image of the company through the dissemination of communication within the community, thereby establishing and consolidating a green brand. B2B community management can enhance the level of community participation by utilizing various media richness and real-time interactivity, thereby establishing a good interaction with community members.

摘要 i
Abstract ii
誌謝 iii
目錄 iv
第壹章緒論 1
第一節研究背景與動機 1
第二節研究目的 2
第三節研究流程 3
第貳章文獻探討 4
第一節B2B社群與綠色行銷活動 4
第二節企業綠色採購動機 6
第三節綠色品牌信任 7
第四節綠色品牌形象 9
第五節主動參與行為. 10
第參章研究方法 12
第一節研究架構 12
第二節研究假設 12
第三節問卷設計 16
第四節資料分析方法 27
第肆章實證結果與分析. 21
第一節敘述性統計分析 21
第二節問卷分析結果 24

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