循環杯的消費者行為意圖探討：整合社會交換與效價框架觀點

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饒子萱(Tzu-Hsuan Rao) 查詢紙本館藏

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企業管理學系

論文名稱

循環杯的消費者行為意圖探討：整合社會交換與效價框架觀點

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至系統瀏覽論文 (2029-7-26以後開放)

摘要(中)

近年來隨著各國的環保以及永續意識提升，減塑倡議隨著法規與限制持續發展，循環杯是一種點對點的共享杯服務，有助於減少外帶塑膠飲料杯的使用，儘管服務的推出對於消費者來說是具有便利性與經濟上的優惠，但是否為大眾所接受，成了值得關注的議題。有別於過去討論消費者對共享經濟之研究，本研究採用社會交換理論作為主要的架構，以解釋使用者是否會因為平時對信任傾向以及互惠原則的程度不同，而影響知覺一致性、知覺複雜度、知覺可觀察性以及風險感知程度，並且加入效價框架進行探討，以更深入釐清消費者之正負向個人感知對循環杯之使用意圖。

本研究採用問卷調查法，共計回收有效問卷 407 份，以結構方程模式進行研究假說之分析。本研究經由實證分析結果發現，信任傾向與行為意圖存在完全間接效果，代表消費者的行為動機取決於消費者對循環杯的感知判斷，才能促進循環杯的使用。此外，互惠原則與行為意圖有直接顯著的關係，代表消費者互惠原則程度越高，越有機會直接採用與分享循環杯。另一方面，在效價框架中，僅正向個人感知對消費者行為意圖有顯著關係，代表組織或供應商推廣公益廣告時，應從價值觀等正向角度出發，才能夠促進消費者的使用意圖。本研究的研究結果能夠提供學術與企業對於未來公益廣告與循環杯推廣的參考方向與建議。

摘要(英)

In recent years, according to the improvement of environmental protection and sustainable awareness in various countries, plastic reduction initiatives continue to evolve with regulations and restrictions. The circular cups is a peer-to-peer cup sharing service that helps reduce the use of takeaway plastic drink cups. It has become a topic worthy of our attention. Although the launch of the service is convenient and economical for consumers. The study is based on Social Exchange Theory to understand customers’ intention from the use of the recycle cups, integrating perceived compatibility, perceived observability, perceived complexity and risk perception and use the Valence Framework to explan whether the customer’s disposition to trust and norms of reciprocity will effect behavior intention or not. Moreover, the Valence Framwork can explain the positive and negative effect to consumer behavior.

The research model was tested with data collected from 407 potential users, and using Structural Equation Modeling (SEM) to validate the causal relationship between variables. The results of this study were summarized as follows. First, disposition to trust and behavior intention have absolutely indirect effect. It means that customers will consider the perception of the recycle cups before they make a decision of behavior. Second, norms of reciprocity and behanior intention has positive relationships. It means that if the customer has higher norms of reciprocity, they are more likely to use or share the recycle cups. Last but not least, only has positive personal perception has effects to bahavior intention. It supports that when organization or suppler want to promote recycle cups, they should started from a positive perspective, such as values. The results of this study could provide a reference on academic and practical aspects.

關鍵字(中)

★ 社會交換
★ 創新擴散
★ 風險感知
★ 循環杯
★ 共享經濟
★ 效價框架

關鍵字(英)

★ Social Exchange
★ Diffusion of innovation Theory
★ Risk Perception
★ Circular Cups
★ Sharing Economics
★ Valence Framework

論文目次

摘要 I
Abstract II
致謝 III
圖目錄 VI
表目錄 VII
第一章緒論 1
1.1研究背景與動機 1
1.2研究目的 4
1.3研究流程 5
第二章文獻探討 6
2.1 循環杯 6
2.2 社會交換 10
2.2.1 信任傾向 11
2.2.2 互惠原則 12
2.3　效價框架 14
2.3.1 正向個人感知 16
2.3.2 負向個人感知 19
2.4 行為意圖 22
第三章研究方法 24
3.1研究架構與假說推論 24
3.1.1 互惠原則對信任傾向 25
3.1.2 互惠原則對行為意圖 26
3.1.3 信任傾向對效價框架 27
3.1.4 信任傾向對行為意圖 29
3.1.5 效價框架對行為意圖 30
3.2操作性定義與問卷設計 32
3.3研究對象與資料蒐集 35
3.4統計方法分析 39
3.4.1樣本資料分析 39
3.4.2 信度檢定 39
3.4.3 效度檢定 39
3.4.4 假設驗證 41
第四章資料分析與研究討論 44
4.1 樣本基本資料分析 44
4.2 研究構面敘述性統計分析 46
4.3測量模型之信度分析 48
4.4測量模型之效度分析 49
4.4.1 測量模型之配適度分析 49
4.4.2 收斂效度 49
4.4.3 區別效度 51
4.5 結構模型路徑分析 52
4.4.1 研究模型與模型配適度檢定 52
4.4.2 路徑分析 53
4.4.3 假說驗證 54
第五章結論與建議 60
5.1研究結論 60
5.2研究意涵 61
5.2.1學術意涵 61
5.2.2實務建議 62
5.3研究限制與建議 64
參考文獻 65
附錄問卷 74

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指導教授

洪秀婉(Shiu-Wan Hung)

審核日期

2023-7-26

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