消費者永續金融的感知價值、綠色偏好對資訊搜尋、品牌認同與口碑宣傳之影響

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/53672

Title:	消費者永續金融的感知價值、綠色偏好對資訊搜尋、品牌認同與口碑宣傳之影響 Perceived Value of Consumer Sustainable Finance, Green Preferences,and Their Impact on Information Search, Brand Identity, and Word-of-Mouth Promotion.
Authors:	林姿廷 LIN, TZU-TING
Contributors:	財務金融學系
Keywords:	消費者心理模式永續金融感知價值綠色偏好資訊搜尋品牌認同口碑宣傳 AISAS Model Sustainable Finance Perceived Value Green Preferences Information Retrieval Brand Identity Word-of-Mouth Promotion
Date:	2024
Issue Date:	2024-11-21 14:29:35 (UTC+8)
Abstract:	環境、社會及公司治理已是現今不容忽視的議題，消費者對於永續金融議題的興趣不斷的增加，同時也更青睞於具有社會責任感和環保意識的金融機構，此趨勢讓企業逐漸意識到環境保育對企業發展造成的影響，推動相關的環保行銷概念來滿足消費者對於綠色偏好的需求。企業為了提自身形象，實行許多永續金融作為，在追求績效的同時也對環境和社會負責任，企業若能獲得消費者的認同必定能為企業帶來更好的外部效益，不僅能使企業本身的聲望提高，也能提高自身的競爭力和長期發展潛力。本研究使用SPSS商用統計軟體對問卷回收的數據進行分析，以釐清永續金融感知價值、綠色偏好、資訊搜尋、品牌認同與口碑宣傳各研究變數之因果關係及影響性。研究結果顯示，消費者之永續金融感知價值對綠色偏好及品牌認同具有正向顯著影響；消費者之綠色偏好對資訊搜尋及品牌認同具有正向顯著影響；消費者之資訊搜尋對於品牌認同具有正向顯著影響；消費者之品牌認同對於口碑宣傳具有正向顯著影響。研究成果將對發展永續金融產品市場的企業有所幫助，並期望夠提供企業在未來的經營策略上的參考，以更有效的行銷方式來滿足消費者偏好並增強市場競爭力。 Environmental, social and corporate governance are issues that cannot be ignored nowadays. Consumers' interest in sustainable finance has been increasing, and at the same time, they favor financial institutions with a sense of social responsibility and environmental protection. This trend has made corporations gradually realize the impact of environmental conservation on corporate development, and they are promoting related environmental marketing concepts to satisfy consumers' demand for green preferences. In order to improve their image, corporations are implementing many sustainable financial practices that are environmentally and socially responsible while pursuing performance. If corporations can gain the recognition of consumers, it will surely bring better external benefits to the corporations, which will not only increase their own reputation, but also improve their competitiveness and long-term development potential. In this study, the data collected from the questionnaires were analyzed using the SPSS commercial statistical software to determine the causal relationship and influence of the variables of perceived value of sustainable finance, green preference, information search, brand recognition and word-of-mouth promotion. The results of the study show that consumers' perceived value of sustainable finance has a positive and significant effect on green preference and brand recognition; consumers' green preference has a positive and significant effect on information search and brand recognition; consumers' information search has a positive and significant effect on brand recognition; and consumers' brand recognition has a positive and significant effect on word-of-mouth promotion. The results of the study will be helpful to enterprises in developing sustainable financial products market, and it is expected to provide a reference for enterprises in their future business strategies, so that they can satisfy consumers' preferences and enhance market competitiveness with more effective marketing methods.
Appears in Collections:	[Department of Banking & Finance ] Thesis

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