以計畫行為理論來探討消費者對節能燈泡的購買意願

Abstract

從十八世紀工業革命至今，全球科技發展完備，同時造成地球環境的破壞殆盡，但隨著企業與環保團體紛紛地倡導與強調環境保護的重要性，讓人們環保意識抬頭不但崇尚自然風行更提升永續發展理念。在市場上也主張購買對地球環境衝擊力較小的產品─綠色產品。有鑑於照明是一般家中常見的產品也是消費者最常接觸到的產品之一，故本研究以節能燈泡作為本次研究的研究產品。

本研究以Ajzen(1985)提出的計劃行為理論(Theory of Planned Behavior, TPB)為基礎來探究消費者對節能燈泡的購買意願。並且加入先前鮮少有學者研究的心理效益變數，探究消費者對於產品的態度。本研究以問卷發放形式進行，採取便利抽樣的方式，並在免費之名問卷網mySurvey做為主要發放平臺。有效問卷回收共412份。問卷中Cronbach’s α值、複合信度、收斂效度與區別效度皆達要求標準，證實了本研究中所有變數皆達有效與一致性的程度。

研究結果發現，消費者的環境關懷、心理效益與功利利益與願為環保而多支出金錢對於產品的態度皆有正向顯著性影響；環境關懷對產品態度中加入產品知識做為干擾變項時確實有正向的干擾效果；產品態度與知覺行為控制對購買意願有正向顯著性影響，而主觀規範則是不顯著。Since the Industrial Revolution of the 18th century, global technological development has been severely damaging the environment. However, with business companies and environmental groups constantly advocating and emphasizing the importance of environmental protection, public awareness of environmental protection has increased resulting in a greater respect to nature and enhanced notions of sustainable development. At the same time, purchase of “green” or “environmentally friendly” products is encouraged in the market. Considering that it is one of the most common products found in the people’s home and consumers frequently come into contact with it, we use the energy-saving light bulb as the product of this research.

The theory of planned behavior proposed by Ajzen (1985) is applied to explore consumers’ intentions of purchasing energy-saving bulbs. Besides, variables of psychological benefits that previously received little attention from the scholars are also taken into account. Our study employs survey and convenience sampling approaches to conduct the research on the mySurvey website. A total of 450 copies of questionnaires were collected with 412 copies being valid. The results of the Cronbach's α, composite reliability, convergent validity, and discriminant validity confirm to the required standards, as well as all the variables are confirmed as being valid and consistent.

The results show that consumers’ environmental concerns, psychological benefits, utilitarian benefits, and economic factors for product attitude have positive and significant impact. Environmental concerns for product attitude have positive and significant moderation when product knowledge is added. Product attitude and perceived behavioral control positively impact purchase intentions, while subjective norm do not show such impact.