臺灣博碩士論文加值系統

隨著環保意識抬頭並配合環保政策，如今在台灣一部分的民眾外出購物時會自備環保袋，或者去買飲料時自備環保杯享折扣。但其實現在在購物中又能同時愛護環境的方式不僅如此。早在2015年底，台灣出現了第一家無包裝商店。「無包裝商店」是指商品裸裝販售的商店，他們鼓勵客人自備容器來購物，以減塑零浪費為目標。至2024年3月為止，雖然台灣已開設了31間無包裝商店，但還不是主流商店，業者也都經營得很艱辛。另外學生也發現台灣討論無包裝商店的相關論文並不多，且多半都是從企業方的層面去研究，因此本研究的目的是想從消費者的方面進一步探討是否是因為台灣消費者的環保意識、綠色態度不高，又或者是因為家裡附近沒有無包裝商店，消費不方便等因素，而讓消費者在無包裝商店的購買意願不高，導致無包裝商店無法快速蓬勃發展起來。
本研究結合計畫行為理論(Ajzen, 1985)，欲探討消費者對於無包裝商店商品之購買意願之因素，藉由環境意識、綠色態度、規範信念、控制信念、主觀規範、知覺行為控制及購買意願，分析影響無包裝商店商品之購買意願的因素與構面之間的相關性。
本研究透過網路作為問卷發放及回收之管道，總計回收334份問卷，其中274有效問卷做為調查對象。分析工具則是用了SPSS 22以及AMOS 28進行敘述統計與結構方程式模型(Structural equation modeling, SEM)分析。經由路徑分析顯示「環境意識」對「綠色態度」有顯著正向影響，「綠色態度」對「無包裝商店商品之購買意願」有顯著正相關影響，「規範信念」對「主觀規範」有顯著正相關影響，「主觀規範」對「無包裝商店商品之購買意願」有顯著正相關影響，「控制信念」對「知覺行為控制」有顯著正相關影響，「知覺行為控制」對「無包裝商店商品之購買意願」有顯著正相關影響。最後依據本研究結果，提出給台灣的無包裝商店業者在未來經營策略方面之建議。

With the rising environmental awareness and in compliance with environmental policies, some people in Taiwan now bring their own eco-friendly bags when shopping or use their own reusable cups to enjoy discounts when purchasing drinks. However, there are more ways to simultaneously protect the environment while shopping. As early as the end of 2015, Taiwan saw the emergence of its first packaging-free store. These stores sell products without packaging, encouraging customers to bring their own containers to reduce plastic waste. As of March 2024, although Taiwan has opened 31 packaging-free stores, they are not yet mainstream, and operators face significant challenges.
Students have also observed that there aren’t many study articles in Taiwan that address packaging-free stores; instead, most of them concentrate on the viewpoint of enterprises. Therefore, the goal of this study is to investigate further if Taiwanese customers' poor environmental consciousness and green attitudes, or other issues such annoyance from the lack of such businesses nearby, are to blame for their low inclination to purchase at packaging-free stores.
This study examines the variables impacting consumers’ willingness to buy products from packaging-free retailers by integrating the Theory of Planned Behavior, which was first introduced by Ajzen in 1985. The study analyzes the correlations between factors and dimensions affecting consumers' willingness to purchase products from packaging-free stores by looking at environmental consciousness, green attitudes, normative beliefs, control beliefs, subjective norms, perceived behavioral control, and purchase intention.
A total of 334 questionnaires were distributed and collected online; 274 valid replies were utilized as the survey sample. For the analysis of structural equation modeling (SEM) and descriptive statistics, SPSS 22 and AMOS 28 were used, respectively.
Path analysis shows that green views are strongly and favorably influenced by environmental consciousness, and that green attitudes are positively correlated with consumers’ willingness to buy products from packaging-free retailers. Subjective norms are positively impacted by normative views; customers’ inclination to buy products from packaging-free stores is also greatly influenced by subjective norms. The propensity of customers to acquire products from packaging-free retailers is highly impacted by control beliefs, which have a favorable influence on perceived behavioral control.
Lastly, suggestions for future business plans are given to Taiwanese packaging-free store operators based on the study’s findings.

謝　詞 I
中文提要 II
ABSTRACT III
目　錄 V
圖　次 VII
表　次 VIII
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 6
第三節 研究目的與問題 6
第四節 研究流程 7
第二章 文獻探討 9
第一節 計畫行為理論(Theory of Planned Behavior，TPB) 9
第二節 無包裝商店(Packaging free shop) 62
第三節 購買意願(Purchase intention) 70
第四節 環境意識(Envirnoment awareness) 85
第五節 綠色態度(Green attitude) 99
第三章 研究設計 111
第一節 研究架構 111
第四章　研究結果/實證分析 121
第一節　敘述性統計分析 121
第二節　統計分析 126
第五章　結論與建議 139
第一節　研究結果與結論 139
第二節　研究貢獻 140
第三節　研究限制 143
第四節　後續研究與建議 144
參考文獻 145
附錄一　問卷 166
著作權聲明 171

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