政府政策為干擾效果對綠色創新產品購買行為之影響 – 以計畫行為理論分析台灣住宅屋頂型太陽能光電系統

過去計畫行為理論已在一般低涉入產品獲得廣泛支持，但最近因為綠色產業崛起，有許多綠色產品具有「高涉入」與「創新」之特性，且其購買行為之外部複雜性更高，因此重新探究計畫行為理論在綠色創新產品之應用，確有其必要。本研究除了再次以計畫行為理論檢視購買意圖在態度、主觀規範、知覺行為控制與實際購買行為之中介效果外，並考量政府政策在購買意圖對實際購買行為之干擾效果。以問卷收集了502份觀察值進行了迴歸分析，研究結果發現購買意圖之中介效果成立，支持了假說「計畫行為理論」在高涉入綠能產品之可應用性。另外亦發現政府政策扮演了強化購買意圖之干擾效果。相關理論與實務亦提出具體討論。

關鍵字

綠色創新產品；計畫行為理論；涉入程度；住宅屋頂型太陽能光電系統；再生能源

並列摘要

The Theory of Planned Behavior (TPB) used to be widely supported regarding the general low involvement products. With the rise of the green innovative industry, however, numerous green products feature high involvement and innovation, which leads to a purchasing behavior with higher external complexity. As a result, it is necessary to take a new look at the application of the theory of planned behavior concerning the green innovative products. This study aims to adopt the theory of planned behavior to examine the mediation effect of the purchase intention in the attitude, subjective norm, perceived behavior control, and actual purchasing behavior. The regression analysis based on the observation of 502 surveys proves the mediation effect is established in the purchase intention, which supports the applicability of the theory of planned behavior in high involvement products. It is also found that the government policy has positive moderator effects in increasing purchase intention. Relative theories and practices are also discussed.