| Summary: | 碩士 === 國立臺灣海洋大學 === 航運管理學系 === 105 === The purpose of this study was to establish green marketing shipping explore the influence of green architecture green perceived value and perceived risk on purchase intention and explore the green trust mediating role as intermediary variables. Research framework can be divided into four variables, namely green perceived value, green perceived risk, green trust and green purchase intention, thereby integrating model to explore the willingness to buy green shipping strengthenly. And the use of structural equation model to test hypotheses, investigate the effect of its management.
The empirical results show that the green perceived value have a positive impact on green trust and green purchase inention,and green perceived risk have negative impact on both them. In addition, the study showed that green perceived value and perceived risk will be through by green trust influence purchase intention. Therefore, investments in green shipping to increase the perceived value of green, green and reduce the perceived risk will help improve green trust and green purchase intention.
To strengthen green purchase intentions,this study summarizes the green marketing and green procurement as one of the framework. While past studies highlighted issues related topurchase intention, but they did not discuss the management of the green shipping. Therefore, the study try to developed green shipping framework in this paper to fill research gaps.
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