社群媒體綠色社群如何影響新手消費者之綠色購買行為：社會學習理論觀點;How social media green communities influence green purchasing behavior among novice consumers: A social learning theory perspective

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題名:	社群媒體綠色社群如何影響新手消費者之綠色購買行為：社會學習理論觀點;How social media green communities influence green purchasing behavior among novice consumers: A social learning theory perspective
作者:	羅子珺;Luo, Zi-Jun
貢獻者:	資訊管理學系
關鍵詞:	社群媒體綠色社群;綠色購買行為;新手消費者;觀察學習與增強學習;社會學習理論;社會認知理論;Social media green communities;Green purchasing behavior;Novice consumers;Observational and reinforcement learning;Social learning theory;Social cognitive theory
日期:	2025-08-05
上傳時間:	2025-10-17 12:45:32 (UTC+8)
出版者:	國立中央大學
摘要:	儘管綠色消費意識日益普及，實務上仍存在顯著的消費者態度—行為落差問題，特別是新手消費者往往因缺乏相關經驗與知識而難以將環保意圖轉化為實際綠色購買行動。既有文獻多聚焦討論如何建立個體之綠色購買意圖，對於實際驅動綠色購買行為的因素探討仍相對不足，更遑論探討新手消費者如何透過社群學習跨越綠色行動門檻。以社會學習理論與社會認知理論為基礎，本研究建構一研究模型探究新手消費者如何透過社群媒體綠色社群的觀察學習機制（觀察他人綠色分享、觀察他人綠色購買）影響其學習成果（綠色行為模仿）。我們提出增強學習機制（自我綠色實踐分享）會調節前述關係。同時，我們提出增強學習機制（自我綠色實踐分享）會調節前述關係。而綠色行為模仿則會經由兩個認知因素（綠色自我效能、環境品質意識）影響消費者的實際綠色購買行為。本研究採用線上問卷調查蒐集626份有效樣本，研究對象為曾參與社群媒體綠色社群且綠色購買經驗有限的新手消費者。以結構方程模式和拔靴法進行假說驗證。研究結果顯示觀察他人綠色分享與觀察他人綠色購買均正向影響綠色行為模仿，且自我綠色實踐分享正向調節此關係；綠色行為模仿不僅直接影響消費者的綠色購買行為，更透過強化綠色自我效能與環境品質意識間接影響購買行為。本研究結果具有重要的理論貢獻與實務意涵。;Despite the growing prevalence of green consumption awareness, a significant attitude–behavior gap persists in practice, particularly among novice consumers who struggle to translate environmental intentions into actual purchasing actions due to limited experience and knowledge. Existing literature primarily focuses on green purchase intentions, with insufficient exploration of factors driving actual purchasing behavior or examining how novice consumers overcome green action barriers through social learning. Drawing on social learning theory and social cognitive theory, this study explores how novice consumers’ observational learning mechanisms (observed consumer green shares and purchase) in social media green communities influence learning outcomes (green behavior imitation), with reinforcement learning (green practice sharing) moderating these relationships. Additionally, we examine how green behavior imitation affects actual green purchasing behavior through two cognitive factors: green self-efficacy and environmental quality awareness. This study employed an online survey method to collect 626 respondents who had participated in social media green communities and had limited green purchasing experience. Structural equation modeling and bootstrapping techniques were used for hypothesis testing. The results indicate that both observing others’ green sharing and observing others’ green purchasing positively influence green behavior imitation, with green practice sharing positively moderating these relationships. Green behavior imitation not only directly affects novice consumers’ green purchasing behavior but also indirectly influences purchasing behavior through green self-efficacy and environmental quality awareness. The findings have important theoretical contributions and practical implications.
顯示於類別:	[資訊管理研究所] 博碩士論文

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