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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题名:	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
作者:	饒子萱;Rao, Tzu-Hsuan
贡献者:	企業管理學系
关键词:	社會交換;創新擴散;風險感知;循環杯;共享經濟;效價框架;Social Exchange;Diffusion of innovation Theory;Risk Perception;Circular Cups;Sharing Economics;Valence Framework
日期:	2023-07-26
上传时间:	2024-09-19 15:46:40 (UTC+8)
出版者:	國立中央大學
摘要:	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。 ;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.
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