Title

以消費者觀點探討手機產品回收動機

Translated Titles

A study on the recycling motivation of used mobile phones–from the consumer's perspective

Authors

周敬淳

Key Words

回收行為 ; 環保標籤 ; 綠色品牌屬性 ; 層級分析法(Analytic Hierarchy Process AHP) ; Recycling behavior ; Environmental labels ; Green product attributes ; Analytic Hierarchy Process (AHP)

PublicationName

中興大學科技管理研究所學位論文

Volume or Term/Year and Month of Publication

2008年

Academic Degree Category

碩士

Advisor

謝焸君

Content Language

英文

Chinese Abstract

消費者的回收行為是企業在推行回收方案時最重要的關鍵因素。以手機產品為例,根據IDC(國際數據資訊)統計,台灣於2007年間大約銷售700萬支手機,但自2006年4月到2008年2月間,卻只回收了共234萬支手機,顯見手機的回收率明顯偏低。另外,在過去的研究中,鮮少將企業回收方案的結果與消費者回收行為進行連結。因此本研究試圖以手機產品為例,建立出一個因應全球產品綠化下的評量準則架構。 本研究應用層級分析法(Analytic Hierarchy Process),以文獻回顧的方式提出整合性的遴選架構,並以問卷調查的方式,分析對「有回收經驗」與「無回收經驗」的消費者而言,企業推行哪些回收方案較能吸引消費者進行手機產品回收,並比較此兩種回收者遴選的差異性,讓企業於未來進行回收方案推動時,能夠提升無回收經驗消費者的回收意願,進而增加手機產品的回收率。 研究結果顯示,無論是有回收經驗者或是無回收經驗者,皆認為便利的「企業回收方案」及利用回收獎勵金、產品折價卷等方案的「產品回收獎勵」制度,是最重要的兩大吸引因素,兩種消費者在優勢順序的遴選上並無顯著差異。最後希望能夠藉由這些準則的權重分析,使企業瞭解吸引消費者進行手機產品回收的相對關鍵因素,提供未來研究與企業界參考。

English Abstract

Consumer recycling behavior plays a crucial role in corporate recycling schemes. International Data Corporation (IDC) points out that the 7 million sales volumes of mobile phones in 2007, but 2.34 million are recycling in Taiwan from April 2006 to February 2008, results indicate recycling rate is too low. In the past, few studies have researched on the corporate recycling schemes consequences towards consumer’s recycling behavior. This study takes the used mobile phones as an example for the reason that it affects the global market very much. At last we propose the methods for the enterprises to achieve the goal of increasing mobile phone recycling rate in Taiwan. We collect and organize the related literature review. By using Analytic Hierarchy Process (AHP), we build up an evaluation model, and develop the priorities while applying recycling schemes in the future. In addition, we compare consumer differently with "experienced recyclers" and "non-recyclers" of the business recycling schemes. Moreover, we encourage non-recyclers and those dissatisfied with the scheme to recycle more. Results indicate that no matter experienced recyclers or non-recyclers, both these research results indicate that enlist the support of customers and convenient recycling are top two key considerations for consumers. We proposed building references of recycling schemes for the telecommunication operator and mobile phone companies. At last we hope to encourage non-recyclers and those dissatisfied with the scheme to recycle more.

Topic Category 管理學院 > 科技管理研究所
社會科學 > 管理學
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Times Cited
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