| 摘要: | 隨著社會對環境和生態議題關注的日益增強，消費者和製造商對於產品對環境的影響越來越重視。本研究目標為深入探討消費者是否願意支付溢價購買環境友善產品，同時因為球鞋為日常、經常使用的特性，因此做為本篇研究調查對象。從過往研究中我們發現沒有環保、綠色相關論文將計畫行為理論與願支付議價結合，解釋消費者購買溢價環保產品背後的行為動機，同時過往環保領域研究也沒有將品牌承諾與願支付議價結合，探討品牌對於消費者的重要性以及如何影響溢價支付意願。
在本篇研究中，我們結合了計畫行為理論（TPB）、文化維度以及品牌相關概念，如品牌承諾、品牌信任和品牌情感等，構建了一個綜合性的研究模型。該模型包含了十二個構面和十三條假設，研究對象廣泛涵蓋一般社會大眾，並通過收集了332份有效問卷來進行驗證。我們使用Smart Partial Least Squares (PLS)結構方程模型來驗證各構面之間的關係。最終研究發現，對環保產品的態度、主觀規範、行為感知控制與品牌承諾都對於是否溢價購買環保產品有顯著影響，並且集體主義與長期導向對於主觀規範與行為感知控制有顯著影響，而品牌信任與品牌情感對品牌承諾有顯著影響。最後，我們也對性別、購買球鞋頻率等控制變數進行了分析，發現它們對於願意以溢價購買環保球鞋的影響並不顯著。
本研究的目的不僅在於提供品牌制定環保球鞋溢價的實務參考，同時也探討社會大眾在選擇以溢價方式購買環保商品時的購買決策因素。本篇研究的理論貢獻在於整合計畫行為理論和品牌相關理論，為環保領域的相關研究提供實證支持，同時也豐富了環保領域中消費者行為的文獻。
;As society′s concern for environmental and ecological issues continues to grow, consumers and manufacturers are increasingly paying attention to the environmental impact of products. The objective of this study is to explore whether consumers are willing to pay a premium for environmentally friendly products, with a focus on sneakers due to their everyday and frequent use characteristics. From past research, we found that there are no environmental or green-related studies that combine the Theory of Planned Behavior (TPB) with willingness to pay a premium to explain the behavioral motivations behind purchasing premium-priced eco-friendly products. Additionally, previous green field studies have not combined brand commitment with willingness to pay a premium, exploring the importance of brands to consumers and how they influence the willingness to pay a premium.
In this study, we integrated the Theory of Planned Behavior (TPB), cultural dimensions, and brand-related concepts such as brand commitment, brand trust, and brand affect to construct a comprehensive research model. This model includes twelve dimensions and thirteen hypotheses. The study subjects cover the general public, and we collected 332 valid questionnaires for verification. We used the Smart Partial Least Squares (PLS) structural equation model to verify the relationships between the dimensions. The final research findings indicate that attitudes towards eco-friendly products, subjective norms, perceived behavioral control, and brand commitment all significantly influence whether consumers are willing to pay a premium for eco-friendly products. Moreover, collectivism and long-term orientation significantly affect subjective norms and perceived behavioral control, while brand trust and brand affect significantly influence brand commitment. Lastly, we analyzed control variables such as gender and sneaker purchasing frequency, finding that they do not significantly impact the willingness to pay a premium for eco-friendly sneakers.
The purpose of this study is not only to provide practical reference for brands in setting a premium for eco-friendly sneakers but also to explore the decision-making factors of the general public when choosing to purchase eco-friendly products at a premium. The theoretical contribution of this study lies in integrating the Theory of Planned Behavior and brand-related theories, providing empirical support for research in the environmental field, and enriching the literature on consumer behavior in the green field. |
