Buying Intention on Green Restaurants - A Case of Undergraduate Students

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Title:	Buying Intention on Green Restaurants - A Case of Undergraduate Students
Authors:	趙瑀 Chao, Yu
Contributors:	企業管理學系 Business Administration
Keywords:	綠色餐廳；企業形象；口碑；價格；購買意圖 green restaurant;corporate image;word-of-mouth;perceived price;buying intention
Date:	2011
Issue Date:	2014-06-26 23:43:08 (UTC+8)
Abstract:	本研究提出一個衡量大學生消費者對綠色餐廳購買意圖的研究架構，以企業形象為口碑的前置因素，以價格為知覺價值的前置因素，口碑及知覺價值作為綠色餐廳購買意圖的前置因素之理論模型的實證。整體模型的可解釋變異量為65.1%，研究結果發現均具顯著效果；企業形象正向影響口碑、價格正向影響知覺價值、口碑與知覺價值都正向影響購買意圖，且其中以企業形象、口碑對購買意圖之影響最強。 This study proposes a research framework to measure undergraduate students’ buying intention on green restaurants. The corporate image is as the pre-factor to word-of-mouth, and the price is as the pre- factor to perceived value, the word-of-mouth and per
Appears in Collections:	[Department of Business Administration] Seminar Papers

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