近年來,智慧型手機已經變成人類不可或缺得3C產品之一,但是手機每年一直推陳出新,消費者也一直汰舊換新,導致太多的資源浪費。而現今世界強調的是節能減碳,若能夠把二手手機整新或修復後販售出,那麼就可以減少過多資源浪費,且不僅對企業形象有正面的提升,消費者也可以得到滿足其需求的手機。為探討消費者對於綠色智慧型手機的購買意願,本論文研究以TRA理性行為理論模型探討消費者在綠色市場當中的購買意願,希望以品牌權益、價值效益、綠色行銷、綠色意識與態度等方面來了解,並加入政府補助作為其干擾變數影響消費者對於綠色智慧型手機的購買意願。問卷採取李克特七點量表,並以AMOS軟體進行路徑分析。本論文研究結果發現,普遍消費者對於綠色智慧型手機是有購買意願的,且品牌權益以及價值效益是有直接效果可以直接影響到購買意願,政府補助也有顯著干擾作用,故建議政府可以與企業合作,不僅可以推廣綠色商品,也可以補助消費者,使得消費者對於綠色智慧型手機的購買意願增高。
In recent years, “Smart Phone” plays an important role in our life. However, smart phone always releases newest model every year that makes consumers desire to change the newest one. Therefore, it makes our earth increase more and more waste of resources. Nowadays, “Energy Saving” is a very important thinking in our earth. If business can make reused phones repair or refurbish to sell them, it helps to decrease waste of resources. Moreover, not only business will enhance their corporate image, also consumers can gain their needed phone. Due to explore consumers’ behavioral intention of reused phone, this study shows consumers’ behavioral intention in green market by Theory of reasoned action. The research indicates that brand equity, value, green marketing, green consciousness and attitude will affect consumers’ behavioral intention. Additionally, the study discusses government allowance to be a moderator variable. Furthermore, the research uses questionnaire by 7-point Likert scale and executes path analysis by AMOS. According to the study result, brand equity and value has immediate impact on behavioral intention, and government allowance has a significant moderator variable. At a result, we suggest the government cooperates with business because it can help to promote green products and reduce the price to stimulate consumers’ purchasing.