- 學位論文
影響消費者對循環經濟產品購買意圖的因素：SOR模型與循環經濟準備度的應用
Factors influencing consumers' purchase intention toward circular economy products: Application of SOR model and circular economy readiness
摘要
循環經濟被視為對整個人類社會極為重視的變革力量，而社會經濟和循環經濟協同作用下的循環社會思維，正是從循環經濟中以生產和消費為中心的概念發展而來。先前研究已經探討關於循環經濟與綠色消費對消費者的影響，但在個人對循環經濟準備度方面的研究仍然尚未被探討。因此，本研究將循環價值觀、循環心態、便利性、可用性和知覺風險結合，建立出循環經濟準備度，以評估個人在生活或工作中接受與使用循環經濟產品達成目標的傾向之衡量標準。 刺激-有機體-反應(Stimulus-Organism-Response, SOR)理論在綠色消費與循環經濟議題方面已有應用研究但相對甚少。因此，本研究決定使用SOR理論結合TRA理論來建構理論架構，將循環經濟準備度、環境意識、生態標籤視為刺激因素，將態度、主觀規範、消費者困惑視為有機體因素，以探討消費者對循環經濟產品購買意圖之反應結果。 本研究以台灣地區一般民眾為研究對象，回收之正式有效問卷共424份，使用SPSS與Smart PLS統計分析和驗證，研究結果顯示，循環經濟準備度和環境意識對態度和主觀規範有顯著正向影響；生態標籤對態度和消費者困惑有顯著正向影響；態度、主觀規範對循環經濟產品購買意圖有顯著正向影響，但是，消費者困惑對循環經濟產品購買意圖沒有顯著影響。期望本研究所建立之循環經濟準備度衡量工具以及影響購買意圖之變數驗證結果，能為學術理論和實務管理提供參考貢獻。
並列摘要
The circular economy is viewed as a force of change that attaches great importance to the entire human society; however, the idea of circular society under the synergistic effect of both, social and circular economy has been developed from the concept of circular economy that is centered upon both, production and consumption. Although previous studies have investigated the effects of circular economy and green consumption on consumers, individuals’ readiness for the circular economy remains unexplored in academic studies. Therefore, using the combination of circular values and mindset, convenience, usability, and perceived risk, this study developed the circular economy readiness scale as a measure to assess an individual’s propensity to accept and use circular economy products in order to achieve his/her goals in life or work. The stimulus-organism-response (SOR) theory has been applied to green consumption and circular economy issues, but related studies are still few and far between. Hence, this study decided to develop a theoretical framework based on the SOR theory, alongside the theory of reasoned action in order to investigate consumer intention to purchase circular economy products, taking circular economy readiness, environmental awareness, and eco-labeling as stimulus factors, and attitude, subjective norm, and consumer confusion as organism factors. This study collected a total of 424 valid questionnaires from the public in Taiwan, and then conducted analysis and testing using SPSS and SmartPLS. The results of this study show that circular economy readiness and environmental awareness have a significant positive effect on attitude and subjective norm; eco-labeling has a significant positive effect on attitude and consumer confusion; attitude and subjective norm had a significant positive effect on consumer intention to purchase circular economy products; while consumer confusion has no significant effect on the intention to purchase circular economy products. It is hoped that the development of the circular economy readiness scale and the test results for the variables influencing purchase intention will contribute to academic theories and practical management.