探討 COVID-19 影響道德消費的意向 行為差距：一項跨國實證研究

Examining the Intention-Behavior Gap in Ethical Consumption under the COVID-19 Impact: A Cross-Country Empirical Study

黃桂香(QUE HUONG HOANG)

指導教授 ： 阮瓊妝

中原大學/商學院/國際商學碩士學位學程/碩士(2022年)

https://doi.org/10.6840/cycu202201394

摘要

近年來，道德消費已成為學術界和平常生活中的一個關鍵問題。然而，道德消費， 尤其是道德產品購買中的意圖與行為間之差距，一直是一個需要更多調查和解釋的問題。 本研究使用認知取向探討了實際行為控制，作為連結道德產品購買意願與實際行為的角 色。利用中介調節模型，本研究針對來兩組來在兩個國家的數據進行了應用和測試。

此外，作為該模型的延伸，COVID-19 的衝擊被列為影響意圖轉化為行為的可能調 節因素。使用 ANOVA 和 SEM 方法進行數據分析和假設檢驗的結果表示，實際行為控 制顯著中介了兩個數據(意圖和行為)之間的相關性，佐證先前提出的模型。 COVID-19 作為一個背景因素，在不同國家對消費者的決策過程產生了不同影響。

本研究結果豐富了消費者行為的文獻，特別是對於具有獨特中介和情應調節因子的 道德購買意圖和行為。此外，它還為政府和行銷人員在如何鼓勵消費者將其意圖轉化為 行動方面提供了實用的見解。

關鍵字

道德消費 ； 意圖行為差距 ； 消費者行為 ； 跨國比較 ； COVID-19

並列摘要

In the recent years, ethical consumption has emerged as a critical issue both in the academic and practical worlds. However, the gap between intention and behavior in ethical consumption, especially ethical product purchasing, has always been a question which calls for more investigations and explanations. Using a cognitive approach, this study examined the role of actual behavioral control as the mediator of the link between ethical product purchase intention and behavior. This model was applied and tested for two different sets of data from two countries.

Moreover, as an extension of this model, the impact of COVID-19 was included as a moderator which influences the possibility of transforming intention to behavior. Data analysis and hypothesis testing were performed using ANOVA and SEM methods. Results showed that actual behavior control significantly mediates the link between intention and behavior for both datasets, supporting the proposed model. COVID-19, as a contextual factor, showed different effects on consumers’ decision-making process in different countries.

The findings of this study enrich the literature of consumer behavior, particularly for ethical purchasing intention and behavior with unique mediator and contextual moderator. Furthermore, it suggests practical insights for governments and marketers in how to encourage consumers turn their intention into actions.

並列關鍵字

ethical purchase ； intention-behavior gap ； consumer behavior ； cross-country comparison ； COVID-19

參考文獻

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