科學傳播對消費行為決策之探討

The Exploration on Consumer Behavior Decision for Scientific Communication

吳秀珍(Hsiu-Chen Wu) ； 劉嘉茹(Chia-Ju Liu)

《數位與開放學習期刊》 8期 (2020/04) Pp. 27-47

https://doi.org/10.6748/JOEL.202004_(8).02

摘要

本研究旨在探討科學傳播模式對消費行為決策之研究，研究者透過文獻分析法進行相關研究主題的研究，從中釐清綠色環保意識將居中影響了不同科學傳播模式對消費行為決策，詮釋過程中融入研究者觀點匯集成後續研究結果，藉此提出重要結論以及後續研究探討的具體建議。本研究具體研究發現：科學傳播對消費行為決策的影響已從本質上開始轉變，消費行為決策受到了綠色認知與綠色消費的影響，不同科學傳播模式將促進不同消費行為決策的產生，研究者並針對相關討論提出後續研究探討的建議，以作為研究社群進一步深入探討的重要參考依據。

關鍵字

科學傳播 ； 消費行為決策 ； 綠色環保意識

並列摘要

This study aims to explore the scientific communication model to affect consumer behavior decision-making. Researchers conduct research on relevant research topics through literature analysis, and clarify the awareness of green environmental protection will affect the decision-making of different scientific communication modes on consumer behavior. In the interpretation process, the researcher's viewpoints are incorporated into the follow-up research results, so as to generate important conclusions and specific suggestions for subsequent research. The specific research finds that the influence of scientific communication on consumer behavior decision-making has changed from the essence. Consumer behavior decision-making has been influenced by green cognition and green consumption. Different scientific communication modes will promote the decision-making of different consumer behaviors. Researcher also suggested more idea for further research to propose some important reference for the research community.

並列關鍵字

science communication ； consumer behavior decision ； awareness of green environmental protection