以科技接受模式評估綠色產品購買意願之影響

Using the Technology Acceptance Model to Assess the Influences of Environmental Awareness and Social Media Brand Engagement on Green Products' Purchase Intention in Fast Fashion

張瑞晃(Jui-Huang Chang)；戚靜玟(Ching-Wen Chi)；周逸馨(Yi-Xin Chou)

快時尚綠色產品 ； 科技接受模式 ； 環境意識 ； 社群媒體品牌參與 ； 購買意願 ； Fast Fashion Green Products ； Technology Acceptance Model (TAM) ； Environmental awareness ； Social Media Brand Engagement (SMBE) ； Purchase Intention

智慧科技與應用統計學報

22卷1期（2024 / 07 / 01）

42 - 68

繁體中文;英文

在環保意識攀升下，快時尚產品品牌也開始重視綠色與環境永續的重要性。本研究以科技接受模式為理論基礎，並結合社群媒體的運用，藉以探討消費者對快時尚綠色產品購買意願是否會受到採用環保技術與原物料等綠色特質的影響，以及社群媒體品牌參與的調節效果顯著與否。實證結果顯示：（1）環境意識對消費者在快時尚綠色產品之認知易用性及認知有用性，具有顯著正向影響；（2）快時尚綠色產品之認知有用性會正向影響購買意願，而認知易用性及認知有用性也會藉由消費者使用意願，間接正向影響其購買意願；（3）社群媒體品牌參與顯著具備提升消費者使用意願對其購買意願之間的調節效果。本研究並對企業如何提升快時尚綠色產品的銷售與推廣，提出管理實務建議。

With the rising awareness of environmental protection, fast fashion product brands have begun to put emphasis on the importance of green and environmental sustainability. This study utilizes the technology acceptance model as the theoretical basis and combines the use of social media marketing tools to explore whether consumers' purchase intention for fast fashion green products is affected by featuring green characteristics such as adopting eco-friendly technology and raw materials, and that whether the moderating effect of social media brand engagement is significant. According to the results of the empirical analyses, (1) Environmental awareness has a significant positive impact on consumers' perceived ease of use and the perceived usefulness of fast fashion green products. (2) The perceived usefulness of fast fashion green products has a direct and positive impact on purchase intention, while both perceived ease of use and perceived usefulness also has an indirect positive impact on consumers' purchase intention through consumers' usage intention. (3) Social media brand engagement has a significant effect on enhancing the moderating between consumers' usage intention and their purchase intention. This study also provides practical management suggestions on how companies can improve the sales and promotion of fast fashion green products.