預測綠建築之購買意圖－心理因素在計畫行為理論之角色

本研究探討知覺價值、知覺品質與知覺風險對綠建築購買意圖之影響。以計畫行為理論（the theory of planned behavior, TPB）為理論基礎，整合三個心理變數（psychosocial variables）：知覺價值、知覺品質與知覺風險來建構概念架構模型。以線性結構方程模式（structural equation modelling, SEM）進行參數之估計，主要以高雄市已成年有社會經驗且具有經濟能力者為調查對象。問卷調查期間為2017年4月15日起至2017年6月15日止，發放400份問卷，回收總計400份，扣除無效問卷共26份，有效回收率為93.5%。實證結果顯示，知覺價值對購買意圖具有顯著正向影響。知覺品質與知覺風險透過知覺價值對購買意圖具有間接影響。自我認知、知覺行為控制與社會規範對購買意圖具有顯著正向影響。本研究結果隱含較高的知覺價值、自我認知、知覺行為控制及社會規範，會提高消費者對綠建築的購買意圖。亦顯示本研究三個心理變數與TPB擴大整合概念架構模型，對於預測綠建築之購買意圖是極為重要的因素。

關鍵字

知覺品質；知覺風險；知覺價值；計畫行為理論；綠建築

並列摘要

This study explored the influence of perceived value, perceived quality, and perceived risk on purchase intentions for green buildings. The theory of planned behavior (TPB) was used as the theoretical foundation. A conceptual framework model was constructed by integrating three psychosocial variables, namely, perceived value, perceived quality, and perceived risk. Parameters were evaluated using linear structural equation modelling (SEM). The survey participants were adult residents of Kaohsiung City who had social experience and economic capabilities. The survey was conducted from April 15 to June 15, 2017. In total, 400 questionnaires were administered and 400 questionnaires were returned; 26 invalid responses were excluded, yielding an effective response rate of 93.5%. The empirical results indicated a significant positive influence of perceived value on purchase intentions. Perceived quality and perceived risk were found to indirectly affect purchase intentions via perceived value. Purchase intentions were significantly and positively affected by self-awareness, perceived behavioral control, and social norms. The results of this study implied that higher perceived value, self-awareness, perceived behavioral control, and social norms can increase consumers' purchase intentions for green buildings. A comprehensive conceptual framework model integrating psychosocial variables and the TPB was found to be an important factor for the prediction of purchase intentions for green buildings.