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研究生： 周吟蓁
Yin-chen Chou
論文名稱： 探討手機產品回收之影響因素—以分解式計畫行為理論觀點
指導教授： 洪秀婉
Shiu-Wan Hung
沈建文
Chien-wen Shen
口試委員:
學位類別： 碩士
Master
系所名稱： 管理學院 - 企業管理學系
Department of Business Administration
論文出版年： 2013
畢業學年度： 101
語文別： 中文
論文頁數： 82
中文關鍵詞： 分解計畫行為理論 、主觀規範 、態度 、知覺行為控制 、行為意圖 、資訊隱私顧慮
外文關鍵詞： Decomposed theory of planned behavior, Subjective Norm, Attitude, Perceived Behavior Control, Behavioral Intention, Concern for Information Privacy
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    • 手機本身具有相當豐富的金屬含量，且全球貴重金屬存量大幅下降 因此帶動了回收手機的需求。本研究主要針對台灣消費族群進行問卷調查，以計畫行為理論為基礎來探討消費者回收行為意圖，同時並進一步再分解影響主觀規範、態度與知覺行為控制之信念，以深入分析影響消費者手機回收的前置因素，依此並提出策略建議予回收業者與政府政策參考。本研究使用網路問卷作為調查方式，以手機的使用者作為調查對象，回收372 份問卷，有效問卷358 份（回收率84.36%），本研究以階層線性分析和迴歸分析進行資料分析。研究結果顯示，本測量模型具有良好的信效度以及聚合指標，本實證結果發現:(1) 態度、主觀規範以及知覺行為控制構面皆對消費者回收手機之行為意圖有顯著正向影響；然而主群體、次群體對於消費者回收手機之行為意圖的影響效果則呈現不顯著。(2)在主觀規範構面之再解構，主群體對主觀規範呈現正向顯著影響，次群體並未呈現顯著影響；(3)在態度構面之再解構，社會相對優勢以及個人相對優勢皆呈現正向影響，資訊隱私顧慮則呈現負向顯著影響；(4) 在知覺行為控制構面之再解構，自我效能未對知覺行為控制呈現顯著影響，資源助益條件則呈現正向顯著影響。

    The mobile phone itself has a considerable contentof metal, and the stock of precious metals decrease significantly in global, which led to the demand of recycling mobile phones.This study conducted a questionnaire survey for the consumer groups who have ever mobile phone. According the theory of planned behavior, we investigated the recycling mobile phone behavioral intention of consumers in this study. Furthermore, this study also examined the antecedents which influence the Taiwan consumer groups by decomposing subjective norm, attitude and perceived behavior control construts, and provided strategy recommendations for government of Taiwan and recycling business.This study collects 372 samples in total by using internet questionnaire method. Analysis upon 358 usable responses using hierarchical linear model and regression analysis reveal that the measurement model has good reliability and validity as well as aggregating.The empirical results showed that(1) Subjective Norm, Attitude and Perceived Behavior Control have a positive relationship with the Behavioral Intention of recycling mobile phone; however, Primary Normative Belief and Secondary Normative Belief have no have a positive relationship with the Behavioral Intention of recycling mobile phone (2) decomposed Subjective Norm construct, Primary Normative Belief have a positive relationship with subjective norm, but Secondary Normative Belief have no show a significant result;.(3) decomposed Attitude construct, both Societal Relative Advantages and Personal Relative Advantages have significantly positive effect, Concern for Information Privacy have significantly negative effect; (4) decomposed Perceived Behavior Control construct, Self-Efficacy have no significant result , Resource Facilitating Condition has significantly positive effect.

    中文摘要.............................................. I 英文摘要..............................................II 誌謝................................................. III 目錄................................................ IV 表目錄 ............................................. VI 圖目錄 ............................................. VII 第一章 緒論 ......................................... 1 1-1研究背景與動機 .................................... 2 1-2研究目的與問題 .................................... 3 1-3研究流程.......................................... 4 第二章 文獻探討 ...................................... 6 2-1計畫行為理論 ...................................... 6 2-1-2理性行為理論 .................................... 6 2-1-3計畫行為理論 .................................... 7 2-2分解式計畫行為理論 ................................. 9 2-2-1規範信念構面 .................................... 11 2-2-2態度信念構面 .................................... 13 2-2-3控制信念構面 .................................... 15 第三章 研究方法....................................... 17 3-1研究架構.......................................... 18 3-2抽樣方式與抽樣對象 ................................. 18 3-3變數定義與衡量 .................................... 18 3-4研究假設.......................................... 21 3-5問卷設計與內容 .................................... 26 3-6資料分析方法 ...................................... 32 3-6-1樣本資料分析 .................................... 32 3-6-2信度檢定 ....................................... 32 3-6-3效度檢定 ....................................... 32 3-6-4假設驗證 ....................................... 33 第四章 資料分析 ...................................... 35 4-1樣本基本資料分析 .................................. 35 4-1-1樣本人口統計資料分析 ............................. 35 4-1-2問項資料之統計 .................................. 39 4-2測量模型的信效度分析 ............................... 42 4-3階層線性模式 ........................ ............. 46 4-4迴歸分析.......................................... 52 4-5研究結果.......................................... 54 第五章 結論與建議 ............. ....................... 58 5-1研究結論.......................................... 58 5-2管理意涵.......................................... 59 5-3研究限制與未來研究建議 .............................. 61 參考文獻 ............................................ 62 附錄一 問卷 ......................................... 69

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