近年來全球針對動物實驗的適用範圍有著諸多的討論，其中以運用在化妝品檢測上，受到最多的關注與爭議。除了民間動保團體與消費者的討論外，各國政府也紛紛的制定了相關政策，限制化妝品動物實驗的使用。因此，無動物實驗化妝品將成為未來的消費趨勢，而消費者無動物實驗化妝品的購買意圖也成了值得關注的議題。本研究以規範激活理論為基礎及價值觀為起始觀點，探討消費者對於無動物實驗化妝品的購買意圖。並將預期情緒整合進模型中，以釐清感性層面的預期情緒在理性為主的規範激活理論中對無動物實驗化妝品購買決策的影響。本研究採用網路問卷方式，共回收 508 份有效問卷，並以線性結構方程式進行研究假說分析。本研究實證結果表明，結果意識的關鍵性，個人只有對化妝品動物實驗的不利後果產生意識，才可能採取後續行動。另一方面，不論是利己價值觀還是生物利他價值觀皆對規範激活有正向顯著影響。此外，本研究還發現了預期情緒的完全中介效果，顯示有別於理性的決策方式，消費者較容易受到情緒的影響，選擇無動物實驗化妝品。上述關於無動物實驗化妝品購買意圖的影響因素結果，能夠提供於學術界與實務界做為參考依據。 ;In recent years, there have been many discussions about the scope of application of animal tests, among which the application in cosmetics testing has received the most attention and controversy. In addition to discussions between private animal protection groups and consumers, governments of various countries have also formulated relevant policies to restrict the use of cosmetic animal tests. Therefore, cruelty-free cosmetics will become the future consumer trends, and the purchase intention have also become a topic worthy of our attention. Based on the norm activation model and values as the starting point of view, this research explores consumers′ purchase intentions for cruelty-free cosmetics. And integrate the anticipated feeling into the model to clarify the influence of the perceptual level of the anticipated feeling on the purchase intention of cruelty-free cosmetics in the rational norm activation model. The research model was tested with data collected from 508 potential customers, and using structural equation modeling (SEM) to validate the causal relationship between variables. The empirical results of this study show that the awareness of consequences is critical, and individuals can only take follow-up actions if they are aware of the adverse consequences of cosmetic animal tests. On the other hand, both egoistic value and bios-altruistic value have a positive and significant impact on norm activation. In addition, this study also found the complete mediation effect of anticipated feeling, showing that different from rational decision making, consumers are affected by feeling and choose cruelty-free cosmetics. The above results on the influencing factors of the purchase intention of cruelty-free cosmetics could provide a reference on the academic and practical aspects.
