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題名：綠色行銷對知覺品質、知覺價格、知覺風險、知覺價值及購買意願的影響--以有機食品為例
書刊名：創新與經營管理學刊
作者：吳淑鶯 引用關係／蕭雅如／林婉婷／何雅琳／黃詩莤／紀伯融
作者(外文)：Wu, Shwu-ing／Shiao, Ya-ru／Lin, Wan-ting／Ho, Ya-lin／Huang, Shih-yu／Chi, Po-jung
出版日期：2012
卷期：3:1
頁次：頁19-41
主題關鍵詞：綠色行銷；知覺品質；知覺價格；知覺風險；知覺價值；購買意願；Green marketing；Perceived quality；Perceived price；Perceived risk；Perceived value；Perceived intention
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(7) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:7
  • 共同引用共同引用:24
  • 點閱點閱:10
本研究即以有機食品為研究標的，探討有機食品之綠色行銷理念對消費者知覺品質、知覺價格、知覺風險、知覺價值及購買意願的影響，經調查745位消費者後，發現（1）綠色行銷對知覺品質有顯著的正向影響。（2）綠色行銷對知覺風險有顯著負向影響。（3）知覺品質對知覺價值有顯著的正向影響。（4）知覺價格對知覺價值有顯著負向影響。（5）知覺風險對知覺價值有顯著的負向影響。（6）知覺價值對於購買意願呈現顯著正向影響。可見綠色行銷理念主要經由知覺品質及知覺價值影響消費者的購買意願。
This study uses the organic foods as an example, to explore the influence of green marketing on perceived quality, perceived price, perceived risk, perceived value, and purchase intention. An analysis of 745 effective questionnaires produces six main findings: (1) Green marketing has significantly positive impact on the consumer perceived quality. (2) Green marketing has significantly negative impact on the consumer perceived risk. (3) Consumer perceived quality has significantly positive impact on perceived value. (4) Perceived price has significantly negative impact on perceived value. (5) Perceived risk has significantly negative impact on perceived value. (6) Perceived value has significantly positive impact on purchase intention. According to the results of this study, we find that green marketing awareness influence consumer's purchase intention through perceived quality and perceived value.
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會議論文
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研究報告
1.Brucks, Merrie、Zeithaml, Valaries A.(1991)。Price and Brand Name as Indicators of Quality Dimensions。Marketing Science Institute。  new window
學位論文
1.王閔威(1996)。綠色廣告下的大專學生環保產品購買行為之研究(碩士論文)。國立交通大學。  延伸查詢new window
2.張雯雯(2004)。綠色行銷模式之研究(碩士論文)。大葉大學。  延伸查詢new window
3.劉子豪(1998)。觀光團體全備旅遊知覺風險與資訊蒐尋關聯性之研究--以台北市居民為例(碩士論文)。國立交通大學，臺北。  延伸查詢new window
4.王雲民(2001)。參考價格區間與知覺品質對知覺價值與購買意願之影響(碩士論文)。東吳大學。  延伸查詢new window
5.于建華(2003)。建立連鎖加盟機制之研究--以有機食品專賣店為例(碩士論文)。大葉大學。  延伸查詢new window
6.李依依(2007)。知覺價值、滿意度、顧客忠誠度中知覺風險與品牌熟悉度的角色(碩士論文)。國立成功大學。  延伸查詢new window
7.邱慧婷(2008)。知覺品質與知覺價值對消費者購買筆記型電腦的影響--以保證為調節變項(碩士論文)。東吳大學。  延伸查詢new window
8.柯玉鳳(2008)。消費態度與綠色消費者行為因果關係之實證研究(碩士論文)。大葉大學。  延伸查詢new window
9.陳濬淮(2006)。價格保證、外在參考價格及認知需求對消費者知覺價值與購買意願影響之研究(碩士論文)。龍華科技大學。  延伸查詢new window
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圖書
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單篇論文
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圖書論文
1.Holbrook, M. B.、Corfman, K. P.(1985)。Quality and value in the consumption experience: Phaedrus rides again。Perceived Quality: How consumers view stores and merchandise。Lexington, MA：Lexington Book。  new window
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7.Monroe, Kent B.、Krishnan, R.(1985)。The Effect of Price on Subjective Product Evaluations。Perceived Quality: How Consumers View Stores and Merchandise。Lexington Books。  new window
8.Carmines, E. G.、McIver, J. P.(1981)。Analyzing Models with Unobserved Variables: Analysis of Covariance Structure。Social Measurement: Current Issues。Sage。  new window
 
 
 
 
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