Exploring Consumers’ Purchase Intention of Energy-Saving Appliance

[[abstract]]近年來，在能源危機、氣候變遷和溫室效應造成全暖化的環境下，然而國人 環保意識逐漸抬頭，政府和環境保護團體開始提倡民眾使用節能減碳的產品。家 電已成為每戶家庭不可或缺的日常用品之一，因此，許多家電業者開始致力於研 發「節能家電」產品來減少民眾每日用電量，並減少二氧化碳排放量，降低對環 境的汙染 故節能家電逐漸受到民眾的注意 這項研究的主要目的是以計劃行為理論為基礎，研究台灣消費者購買節能家 電的行為。本研究以環保意識、品牌覺察、產品美感和認知易用性作為態度的前 置因子。同時，以產品涉入作為干擾調查態度、主觀規範和認知行為控制對購買 意願關係的影響。 本研究我們主要以「滾雪球抽樣」的方法，樣本收集對象為非學生，且擁有 工作收入的消費者。主要以問卷調查有效問卷為 427 份，且以結構方程式進行資料 分析。結果指出環保意識、品牌察覺、產品美感和認知易用性對購買節能家電的 態度有顯著影響。同時，以產品涉入作為干擾對態度、主觀規範和認知行為控制 對購買節能家電意願有顯著的影響。[[abstract]]In recent years the energy crisis climate change and the greenhouse effect brought global warming and then people environmental awareness is gradually enhanced the government and environmental protection groups to promote the public use of energy saving and carbon reduction products The appliances are become indispensable to each family in daily life Many appliance industries are committed to develop energy-saving appliances to reduce the public daily electricity reduce carbon dioxide emissions and reducing pollution of the environment The energy-saving appliances are gradually to keep an eye on the people Thus the primary objective of this study is to examine Taiwan consumers’ purchasing behavior of energy-saving appliances base on the theory of planned behavior (TPB) This study considers environmental consciousness brand awareness product aesthetics and perceived ease of use as an antecedent of attitude Additionally the moderating effect of product involvement on the attitude subjective norms and perceived behavioral control to purchase intention relationship is examined This study we based on the "snowball sampling" method Data were collected consumers with regular income A questionnaire survey was conducted with valid 427 and structure equation model analysis was used to test the relationships among the variables The results indicate that environmental consciousness brand awareness product aesthetics and perceived ease of use positively influence attitude toward buying energy-saving appliance Product involvement as a moderator has positive effect of the attitude subjective norms and perceived behavioral control on energy-saving appliances purchase intentio