| Summary: | 碩士 === 長庚大學 === 工商管理學系 === 103 === In recent years, due to the rise of environmental awareness among consumers, the environmental issues be taken seriously, consumers can choose to buy green products as an environmentally friendly behavior through the time of consumption. Because of policy changes in Taiwan, hybrid car excise halve subsidies canceled, resulting in reduction of consumer purchase intention.
For this reason, this study hybrid electric vehicles as green products, green satisfaction, environmental friendliness, environmental loyalty regarded environmental behavior of consumers' purchasing choices, to explore whether the environmental behavior of consumers by strengthening thereby affecting customer value consumer purchase decisions. In the form of a questionnaire conducted, and the results have been analyzed questionnaires to SPSS18.0 statistical software, trying to understand the factors that influence the decision of consumers to buy hybrid electric vehicles.
The results show that green satisfaction, environmental friendliness, environmental loyalty have a positive impact on customer value; and customer satisfaction, value for green, environmental friendliness intermediary loyalty have also had a positive effect influence on purchasing decisions.
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