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題名 永續消費趨勢下的消費決策：以電商平台採行循環再利用包裝機制為例
Consumer Decision-making under the Trend of Sustainable Consumption: Taking the Recycling Packaging Mechanism Adopted by E-commerce Platforms as an Example作者 彭敬鈞
Peng, Ching-Chun貢獻者 陳憶寧
Chen, Yi-Ning
彭敬鈞
Peng, Ching-Chun關鍵詞 循環再利用包裝機制
理性行為理論
環境關懷
知覺價值
Recycling Packaging Mechanism
Theory of Reasoned Action (TRA)
Environmental Concern
Perceived Value日期 2024 上傳時間 4-九月-2024 15:06:05 (UTC+8) 摘要 本研究著眼於探討電商平台消費者對於循環再利用包裝機制的消費決策歷程，在既有理性行為理論架構中，增加環境關懷自變項，以了解消費者對於環境議題的重視，是否會顯著影響其對於該機制的態度？並增加知覺價值中介變項，以更深入理解電商平台消費者對於循環再利用包裝機制的看法。 本研究共回收401份有效樣本，使用線性迴歸分析、中介效果分析進行資料分析，研究結果發現：環境關懷與態度存在正相關，態度與知覺價值各構面皆具有顯著正相關，而在知覺價值與使用意圖關聯性方面，除了嘗新性價值與使用意圖之間的關聯性不顯著，其餘知覺價值構面（功能性價值、社會性價值、情感性價值、情境性價值）皆與使用意圖存在顯著正相關；經中介效果分析後，則確定態度可經由知覺價值中介影響電商平台消費者採用循環再利用包裝機制的意圖。
This study focuses on exploring the consumption decision-making process of consumers on e-commerce platforms regarding recycling packaging mechanisms. In the Theory of Reasoned Action (TRA), an independent variable of environmental concern is added to understand whether consumers’ attention to environmental issues will be significant. Affect its attitude towards this mechanism? And add the intermediary variable of perceived value to gain a deeper understanding of e-commerce platform consumers' views on the recycling packaging mechanism. This study collected a total of 401 valid samples and used linear regression analysis and mediation analysis for data analysis. The research results found that there is a positive correlation between environmental concern and attitude, and there is a significant positive correlation between attitude and perceived value, and between perceived value and the intention of use, except for the insignificant correlation between epistemic value and intention of use, the other aspects of perceived value (functional value, social value, emotional value, situational value) are all significantly positive with intention of use. Relevant; after verification by mediation analysis, it is determined that attitude can influence the intention of consumers on e-commerce platforms to adopt recycling packaging mechanisms through perceived value intermediary.參考文獻 中文文獻 朱宣翰（2023）。 《政治人物學位論文抄襲之於投票決定、政治人物信任度以及道德價值觀之第三人效果研究》。 輔仁大學大眾傳播研究所論文 吳麗珍、黃惠滿、李浩銑（2014）〈方便取樣和立意取樣之比較〉。《護理雜誌》，61(3)， 頁105-111。 英文文獻 Agarwal, M. K., & Rao, V. R. (1996). An empirical comparison of consumer-based measures of brand equity. Marketing letters, 7, 237-247. 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國立政治大學
傳播學院傳播碩士學位學程
111464029資料來源 http://thesis.lib.nccu.edu.tw/record/#G0111464029 資料類型 thesis dc.contributor.advisor 陳憶寧 zh_TW dc.contributor.advisor Chen, Yi-Ning en_US dc.contributor.author (作者) 彭敬鈞 zh_TW dc.contributor.author (作者) Peng, Ching-Chun en_US dc.creator (作者) 彭敬鈞 zh_TW dc.creator (作者) Peng, Ching-Chun en_US dc.date (日期) 2024 en_US dc.date.accessioned 4-九月-2024 15:06:05 (UTC+8) - dc.date.available 4-九月-2024 15:06:05 (UTC+8) - dc.date.issued (上傳時間) 4-九月-2024 15:06:05 (UTC+8) - dc.identifier (其他 識別碼) G0111464029 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/153410 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 傳播學院傳播碩士學位學程 zh_TW dc.description (描述) 111464029 zh_TW dc.description.abstract (摘要) 本研究著眼於探討電商平台消費者對於循環再利用包裝機制的消費決策歷程，在既有理性行為理論架構中，增加環境關懷自變項，以了解消費者對於環境議題的重視，是否會顯著影響其對於該機制的態度？並增加知覺價值中介變項，以更深入理解電商平台消費者對於循環再利用包裝機制的看法。 本研究共回收401份有效樣本，使用線性迴歸分析、中介效果分析進行資料分析，研究結果發現：環境關懷與態度存在正相關，態度與知覺價值各構面皆具有顯著正相關，而在知覺價值與使用意圖關聯性方面，除了嘗新性價值與使用意圖之間的關聯性不顯著，其餘知覺價值構面（功能性價值、社會性價值、情感性價值、情境性價值）皆與使用意圖存在顯著正相關；經中介效果分析後，則確定態度可經由知覺價值中介影響電商平台消費者採用循環再利用包裝機制的意圖。 zh_TW dc.description.abstract (摘要) This study focuses on exploring the consumption decision-making process of consumers on e-commerce platforms regarding recycling packaging mechanisms. In the Theory of Reasoned Action (TRA), an independent variable of environmental concern is added to understand whether consumers’ attention to environmental issues will be significant. Affect its attitude towards this mechanism? And add the intermediary variable of perceived value to gain a deeper understanding of e-commerce platform consumers' views on the recycling packaging mechanism. This study collected a total of 401 valid samples and used linear regression analysis and mediation analysis for data analysis. The research results found that there is a positive correlation between environmental concern and attitude, and there is a significant positive correlation between attitude and perceived value, and between perceived value and the intention of use, except for the insignificant correlation between epistemic value and intention of use, the other aspects of perceived value (functional value, social value, emotional value, situational value) are all significantly positive with intention of use. Relevant; after verification by mediation analysis, it is determined that attitude can influence the intention of consumers on e-commerce platforms to adopt recycling packaging mechanisms through perceived value intermediary. en_US dc.description.tableofcontents 第一章 緒論 1 第二章 文獻探討 5 第三章 研究方法 21 第四章 研究結果 41 第五章 研究結果與建議 74 參考文獻 81 附錄一 前測預試問卷 91 zh_TW dc.format.extent 2991334 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0111464029 en_US dc.subject (關鍵詞) 循環再利用包裝機制 zh_TW dc.subject (關鍵詞) 理性行為理論 zh_TW dc.subject (關鍵詞) 環境關懷 zh_TW dc.subject (關鍵詞) 知覺價值 zh_TW dc.subject (關鍵詞) Recycling Packaging Mechanism en_US dc.subject (關鍵詞) Theory of Reasoned Action (TRA) en_US dc.subject (關鍵詞) Environmental Concern en_US dc.subject (關鍵詞) Perceived Value en_US dc.title (題名) 永續消費趨勢下的消費決策：以電商平台採行循環再利用包裝機制為例 zh_TW dc.title (題名) Consumer Decision-making under the Trend of Sustainable Consumption: Taking the Recycling Packaging Mechanism Adopted by E-commerce Platforms as an Example en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文文獻 朱宣翰（2023）。 《政治人物學位論文抄襲之於投票決定、政治人物信任度以及道德價值觀之第三人效果研究》。 輔仁大學大眾傳播研究所論文 吳麗珍、黃惠滿、李浩銑（2014）〈方便取樣和立意取樣之比較〉。《護理雜誌》，61(3)， 頁105-111。 英文文獻 Agarwal, M. 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