綠色消費因素對消費者購買行為意圖影響之研究：以綠色3C 產品為例   免費試閱

Green Consumer Factors of Consumers to Purchase Behavioral Intentions-Green 3C Products

本研究以消費者購買綠色3C 產品為主題，探討消費者的綠色消費認知是否影響其購買行為。主要架構採用科技接受模式（Technology Acceptance Model,TAM），藉由TAM 的發展程序，加入環保意識、角色認同、產品認知建構影響其態度，以及綠色消費行為意願的因果模式。透過問卷調查蒐集資料，以臺灣地區曾購買過3C 產品之消費者為對象，使用SPSS 12、SmartPLS 2.0 統計套裝軟體系統，分別對資料進行分析與處理，驗證與檢核所建構的概念架構及研究假說。
研究結果發現，消費者對自身的環保意識及角色認同與對綠色3C 產品的產品認知、認知有用性及認知易用性會正向影響消費者購買綠色3C 產品的態度，而消費者的環保意識除了會影響消費者購買綠色3C 產品的態度外，也與認知有用性及認知易用性共同影響消費者對綠色3C 產品的購買意願；最後，消費者購買綠色3C 產品的態度亦會正向影響消費者對於綠色3C 產品的購買意願。而在檢驗出上述結果後，本研究遂針對影響消費者購買意願之因素提供參考建議，希望能作為研究依據，協助擬訂發展綠色消費的策略，使企業在經營綠色行銷方面獲得更好的成效。

The green awareness of consumers affects their buying behavior will be chosen as the primary issue to be addressed while the consumers buying green 3C products. The main framework was based on the Technology Acceptance Model (TAM); by TAM theory development process, the study added environmental protection awareness, role identity and the causal model between how the product perception construct would affect their attitude and the will of the green consumer behavior. The study collected information of consumers in Taiwan who bought 3C products before through a questionnaire, and verified the constructed framework of concept and research hypotheses by using SPSS 12, SmartPLS 2.0 statistical suite software systems to process and analyze information collected respectively.
The study found that consumers' environmental awareness, role identity, green 3C products awareness, perceived usefulness and perceived ease-of-use will positively influence consumers' attitudes to buying green 3C products; while consumer awareness of environmental protection affects the attitude of consumers to buy green 3C products, it also influences consumers' willingness to buy green 3C products, along with ease of use and perceived usefulness; consumers' attitude towards buying green 3C products will positively influences consumers' willingness to buy green 3C products. After inspection of the above results, the study have provided references and recommendations on the factors that affect consumer purchase intentions, hoping to be a research basis to assist in developing strategies for green consumption, so that the enterprises will be able to receive more good results in the business of green marketing.