隨著經濟發展、科技及交通的突破與進步，全球商業行為日益蓬勃。然，2019年突如其來的疫情，喚起民眾對環境永續的意識。同時，在過去的幾年裡，社會大眾對於企業的期望已發生轉變，僅一昧追求股東價值最大化或只看短期收益的企業，可能將與消費者及利害關係人脫節；消費者的購買行為也不僅僅只關注於價格、品質、服務等層面，亦會關切企業是否有良好的ESG管理以及是否善盡社會公民責任。如今「行銷」的首要重點不再單純是追求利潤，而需將永續發展之概念納入其中，找出消費者重視的ESG面向，對於業者而言是重要的參考依據。

檢視眾多產業之中，以零售業最為貼近消費者，因而在永續議題中將扮演著至關重要的角色；而對於高競爭環境的零售業而言，與競業之差異化將會是成功的關鍵點，其中形塑企業之間的差異化因子又以品牌信任及知覺價值備受探討。因此，本研究以全台據點量最多之零售通路－統一超商為例，探討ESG信念是否會影響台灣的消費者行為，以及零售業者的ESG信念與品牌信任及知覺價值之間的關聯，並進一步釐清對於零售業者而言，不同的ESG信念以何項中介更具影響力。

本研究使用調查法，以年滿18歲且具有統一超商消費經驗之消費者為樣本對象，最終回收559份有效問卷，並採用R Studio作為統計分析工具，以CFA進行信效度檢測，再透由SEM模型驗證研究假說。研究結果發現，零售企業的社會信念及治理信念，會因其高低而影響消費者對企業的品牌信任及知覺價值。而零售企業的社會信念及治理信念，亦會透過品牌信任及知覺價值之中介，進而影響消費者購買意願。此外，品牌信任與知覺價值之中介效果比較，唯零售企業的治理信念，透過品牌信任影響消費者購買意願的效果，高於透過知覺價值所中介之，亦代表著相較於零售企業所帶給消費者之高知覺價值，消費者更重視零售企業所給予的品牌信任，尤其以治理信念所帶來的影響力更為有效。

With the advancement of the economy, technology, and transportation, global business activities are thriving. However, the sudden outbreak of the pandemic in 2019 has raised public awareness of environmental sustainability. Meanwhile, over the past few years, there has been a shift in societal expectations towards corporations. Companies that solely pursue maximizing shareholder value or focus solely on short-term profits may become disconnected from consumers and stakeholders. Consumer purchasing behavior is no longer solely driven by factors like price, quality, and service; they also consider whether companies have sound ESG (Environmental, Social, and Governance) management and fulfill their social responsibilities.

Today, the primary focus of "marketing" is no longer solely on profit-seeking but requires incorporating the concept of sustainable development. It's important for businesses to identify the ESG aspects that consumers value, as it serves as a crucial reference point for businesses.

Among various industries, the retail industry is closest to consumers and thus plays a vital role in sustainability issues. For retailers operating in highly competitive environments, differentiation from competitors is crucial for success. Brand trust and perceived value are particularly discussed as factors shaping differentiation among enterprises. Therefore, this study takes Taiwan's largest retail channel, Uni-President Convenience Store, as an example to investigate whether ESG beliefs influence consumer behavior in Taiwan and the relationship between retailers' ESG beliefs, brand trust, and perceived value. It further clarifies which intermediary factors of different ESG beliefs have more influence on retailers.

論文審定書 i
中文摘要 ii
Abstract iii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 6
第二章 文獻探討 7
第一節 環境、社會和治理（ESG） 7
ㄧ、環境、社會和治理（ESG）的起源 7
二、環境、社會和治理（ESG）與永續發展目標（SDGs）的關聯性 7
三、環境、社會和治理（ESG）與財務績效的關聯性 9
四、環境、社會和治理（ESG）與非財務績效的關聯性 12
五、環境、社會和治理（ESG）信念 14
第二節 統一超商 18
ㄧ、統一超商母公司-統一企業 18
二、統一超商的演進 18
三、統一超商的近況 19
第三節 品牌信任(BRAND TRUST) 23
ㄧ、信任（trust） 23
二、品牌信任（brand trust） 23
第四節 知覺價值(PERCEIVED VALUE) 26
第五節 購買意願(PURCHASE INTENTION) 29
第三章 研究假說 31
第一節 研究架構 31
第二節 環境(E)信念與知覺價值及品牌信任度之關係 32
第三節 社會(S)信念與知覺價值及品牌信任度之關係 34
第四節 治理(G)信念與知覺價值及品牌信任度之關係 35
第五節 ESG信念透過品牌信任度影響消費行為 36
第六節 ESG信念透過知覺價值影響消費行為 37
第七節 品牌信任及知覺價值之中介效果比較 37
第四章 研究方法 39
第一節 研究變數之操作型定義與衡量 39
一、 ESG信念定義與衡量 39
二、 品牌信任定義與衡量 41
三、 知覺價值定義與衡量 42
四、 購買意願定義與衡量 43
五、 基本資料 43
第二節 研究對象 44
第三節 統計分析方法 44
第五章 研究分析與結果 45
第一節 研究樣本敘述性統計分析 45
第二節 模型適配度檢測 47
第三節 信度與效度分析 48
第四節 假說驗證 51
ㄧ、主效果檢驗 51
二、間接效果檢驗 53
三、中介效果之比較 54
第五節 小結 55
第六章 結論與建議 58
第一節 研究發現與討論 58
第二節 理論貢獻 62
第三節 實務意涵 63
第四節 研究限制與未來研究方向 64
參考文獻 66
附錄 問卷 74

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