| 摘要: | 隨著物聯網技術與應用的創新發展，智慧綠色產品在物聯網的應用中亦扮演了重要的角色。本研究試圖透過文獻回顧找出可能影響智慧綠色產品購買意圖與使用意圖的因素，並提出這些因素是否顯著影響智慧綠色產品購買意圖與使用意圖的假設，利用結構方程式模型的方法進行分析。本研究以Y世代消費者為對象，利用網路問卷的方式取得有效樣本 316 份，根據研究的結果發現，對購買意圖有顯著正向影響的有社會影響、個人規範、價值、察覺、環境問題的嚴重性、預期效用與個人創新能力等 7 個因素；對使用意圖有顯著正向影響的有個人規範、環境問題的嚴重性、操作上的難易、預期效用、對資訊與服務的興趣和個人創新能力等 6 個因素，此外，專業知識及可取得性對使用意圖有顯著負向的影響。本研究結果顯示，廠商進行銷售或推廣時，消費者所重視的因素是不同的，然而不管是銷售或推廣，廠商均能針對上述構面做出行銷上、研發上或策略性的調整，設計出最能滿足消費者需求的商業模式。;With innovative development of technology and applications of ‘Internet of Things’ (IoT), smart and green products have played an important role in the applications of IoT. Through summarizing literature review, this study tried to find out factors that may affect the purchase intention and use intention of smart and green product. I also hypothesized that these factors would significantly affect purchase intention and use intention of smart and green product. Structural equation modeling (SEM) was applied to test the proposed hypotheses. The target of this study is on the generation Y consumers. Accordingly, 316 samples based on internet questionnaire were collected for hypothesis testing. Results of SEM analysis suggest that the factors of social influence, personal norms, value, awareness, perceived seriousness of environmental problems, expected usefulness, and personal innovativeness in IT have positive and significant influences on purchase intention. Additionally, the factors of personal norms, perceived seriousness of environmental problems, ease of use, expected usefulness, personal interest on service, and personal innovativeness in IT would affect use intention of smart and green product. Moreover, expertise and availability would significantly affect use intention of smart and green product in a negative way. The result shows that different factors affect consumers’ purchasing and use behavior on smart and green products. Therefore, firms can refer the findings of this research to modify their marketing, R&D, and strategical positioning in order to provide the smart and green products that satisfy customers’ needs. |
