Exploring the Impacts of Product Sustainability and Green Relationship Marketing

[[abstract]]本研究旨在探究具永續性的產品與關係行銷策略如何藉由綠色消費態度與主觀規範對於使用意圖產生影響效果。據此，研究架構主要包含產品永續性、綠色關係行銷、綠色消費態度、主觀規範與使用意圖等研究構面。本研究使用問卷調查法進行量性研究，主要針對具有購買或消費經驗之顧客或消費者，並且於Google form網路平台發放網路問卷進行資料收集。問卷分析使用的多變量分析方法中包含敘述性統計分析、因素分析、信度分析、結構方程模型與模糊理論質性比較分析法。研究成果顯示，產品永續性與綠色關係行銷皆有助於提升綠色消費態度及人們的主觀規範，並且除了主觀規範對於使用意圖不存在顯著影響效果之外，綠色消費態度能進而幫助提升使用意圖。此外，本研究依據產品永續性、綠色關係行銷、綠色消費態度、主觀規範與各項研究構面之共同因素等前置變數集合中，發現存在五組可導致高度使用意圖之充份條件。 This study is aim at to exploring the product has Sustainability and relationship marketing strategy how to based on green consume attitude and subjective norm influence of adoptive intention. According to above, the mainly research frameworks are product sustainability, green relationship marketing, green consume attitude, subjective norm, and adoptive intention. This study uses questionnaire survey to conduct a quantity study, mainly for consumers who has buying or consuming experience, and collects data by questionnaire on Google form. For analysis questionnaire uses descriptive statistics analysis, factor analysis, reliability analysis, structural equation modeling, and fsQCA (fuzzy-set qualitative comparative analysis). The results find that product sustainability, green relationship marketing, green consume attitude can help for enhance adoptive intention except that subjective norm is not including. In addition, according to the mainly research frameworks and common factors leading to five high adoptive intention factors