品牌知名度與綠色消費認知對低碳旅遊套裝行程的知覺品質之影響－兼論產品知識的干擾效果

The Effects of Brand Awareness and Perception of Green Consumption on Perceived Quality of Low-Carbon Package Tours-With a Study in the Moderating Effect of Product Knowledge

陳冠仰(Kuan-Yang Chen)；蕭至惠(Chih-Hui Hsiao)；汪益民(Yi-Ming Wang)

品牌知名度 ； 綠色消費認知 ； 產品知識 ； 知覺品質 ； 綠色購買意願 ； brand awareness ； perception of green consumption ； product knowledge ； perceived quality ； green buying intention

行銷評論

17卷2期（2020 / 12 / 31）

153 - 178

繁體中文

本研究旨在探討品牌知名度與綠色消費認知對低碳旅遊套裝行程的知覺品質之關係。本研究採便利抽樣法，針對大學生進行施測並共回收276份有效問卷。研究結果顯示：（1）品牌知名度對知覺品質有正向影響。（2）綠色消費認知對知覺品質有正向影響。（3）在旅行社的品牌知名度與產品知覺品質之間，消費者產品知識的高／低具有干擾作用。（4）在高產品知識的影響下，品牌知名度高／低對產品知覺品質沒有顯著差異；反之，在低產品知識影響下，高品牌知名度的產品知覺品質高於低品牌知名度。（5）知覺品質對綠色購買意願有正向影響。最後，針對本研究之結果也提供幾項管理意涵，供業界實務管理者參考。

The purpose of this study is to explore the relationships among brand awareness, the perception of green consumption with the moderating role of product knowledge on perceived quality for low-carbon package tours. By convenience sampling, this study collected a total of 276 college students' questionnaires and examined using empirical analysis. The results indicated that: (1) Brand awareness has a positive influence on perceived quality. (2) The perception of green consumption has a positive influence on perceived quality. (3) High/low consumers' product knowledge has a moderating effect in the relationships between the brand awareness and perceived quality. (4) Under the high product knowledge, high/low brand awareness has no different influence on perceived quality. Under the low product knowledge, perceived quality of high brand awareness is higher than low brand awareness. (5) Consumers' perceived quality has a positive influence on green buying intention. Finally, this study also provides several practical implications and future directions for managers.

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