| Summary: | 碩士 === 大葉大學 === 國際企業管理學系碩士班 === 102 === Under the global trend of green consumption, the public begins to be aware of the new concept. Green commodities and the concept of green marketing emerge with the on-going campaign of sustainable management launched by the industries. Apart from focusing on the betterment of the products, industries begin to realize the critical issues of gaining brand trust and retaining of consumers. Unlike the previous research, the study presents two new angles: (1) using “satisfaction of using” as a determining variable; (2) exploring the correlations between satisfaction of using, brand trust and loyalty by adding a new factor, brand trust. Data were collected by targeting consumers of imported green products, and by sending questionnaires of both electronic and hard-copy versions. Among all 410 questionnaires, a total of 402 valid questionnaires were returned, with a returning rate of 97.56%. Methods of analysis include descriptive statistics, factor analysis, reliability and credibility analysis, correlation analysis and regression analysis.
The findings show the following results:
(1) Satisfaction of using has a significant positive effect on brand trust; (2) Brand trust has a significant effect on brand loyalty; (3) Satisfaction of using has a significant positive effect on brand loyalty; (4) Brand trust has a moderate effect between satisfaction of using and brand loyalty.
The above results show that correlations actually exist among satisfaction of using, brand trust and loyalty. Also, a significant correlation pattern is established between satisfaction of using and brand loyalty, via a moderate variable, i.e. brand trust. Thus, it is obvious that brand trust plays an indispensable key role between satisfaction of using and brand loyalty.
Keywords: Green products; Satisfaction of using; Brand trust; Brand loyalty
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