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。 ;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.
