政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/153410

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/153410

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政大機構典藏 > 傳播學院 > 傳播學院傳播碩士學位學程 > 學位論文 > Item 140.119/153410

請使用永久網址來引用或連結此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/153410

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:	2024-09-04 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.
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描述:	碩士國立政治大學傳播學院傳播碩士學位學程 111464029
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