父母購買嬰兒布尿布購買意圖之研究

A Study of Parents' Purchase Intention of Baby Cloth Diapers

王彤(WANG TUNG)；許宜庭(HSU MELISSA YI-TING)

嬰兒布尿布 ； 解構計畫行為理論 ； 消費者行為 ； 購買意圖 ； baby cloth diapers ； decomposed theory of planned behavior (DTPB ) ； consumer behavior ； purchase intention

明新學報

45卷1期（2022 / 10 / 01）

73 - 90

繁體中文;英文

布尿布這個產品在近年來因為環保意識抬頭，及科技發展開始有了新的布尿布設計及材質出現，反轉了過往傳統布尿布麻煩、不衛生及醜陋的印象。本研究以解構計畫行為理論來探討父母購買布尿布之購買意圖，期望探討出父母對布尿布產品產生購買行為意向之因素。研究結果證實父母對購買嬰兒布尿布的態度、主觀規範、知覺有用性、相容性、人際影響、自我效能、資源輔助狀態與科技輔助條件，對於購買意圖有正向影響。

Due to the growth of environmental consciousness and new technology contributing to new materials and design, cloth diapers have regained people's attention. This time, they have changed people's negative impression of being inconvenient, unsanitary and ugly. Research results show that parents' attitudes toward purchase, subjective norm, perceived usefulness, compatibility, interpersonal influence, self-efficacy, resource facilitating conditions, and technology facilitating conditions have a positive influence on purchase intention.

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