本研究提出一個衡量大學生消費者對綠色餐廳購買意圖的研究架構，以企業形象為口碑的前置因素，以價格為知覺價值的前置因素，口碑及知覺價值作為綠色餐廳購買意圖的前置因素之理論模 型的實證。整體模型的可解釋變異量為65.1%，研究結果發現均具顯著效果；企業形象正向影響口碑、價格正向影響知覺價值、口碑與知覺價值都正向影響購買意圖，且其中以企業形象、口碑對購買意圖之影響最強。 This study proposes a research framework to measure undergraduate students’ buying intention on green restaurants. The corporate image is as the pre-factor to word-of-mouth, and the price is as the pre- factor to perceived value, the word-of-mouth and per
