理性行為理論探討3C產品清潔行為－－以花蓮地區大學生為例

The rational behavior pattern discusses the 3C product clean behavior -take the university students in Hualien area as an example

本研究以Ajzen（1980）理性行為理論為基本架構，目的在瞭解大學生對3C產品清潔行為認知、態度、主觀規範，進而探討大學生3C產品清潔行為意圖及3C產品清潔行為之影響因素。本研究對象為花蓮地區大學生，以自行設計之結構式問卷依學校別進行立意抽樣調查。大學生3C產品清潔態度76.6%勾選認同很重要，願意清潔佔73.5%，清潔頻率最高為兩週一次，占23.6%，清潔時間為10分鐘者居多，清潔動機以髒為最多。在控制人口學變項下，清潔行為認知、態度及清潔行為主觀規範對意圖有正向的顯著影響。以邏輯斯迴歸進行清潔行為預測後，清潔行為認知與意圖對清潔行為有顯著正向影響，清潔行為態度則為負向影響。建議要先增加對清潔行為的認知及增強清潔行為意圖，才能有效增加3C產品的清潔行為。

We use Ajzen (1980) theory of reasoned action as the basic framework to understand the knowledge, attitude, subjective norm of cleaning behavior of 3C products among undergraduates in Hualien area. This study’s purpose was to explore the influencing factors of the cleaning behavioral intentions and cleaning behavior of 3C products among college students. Our research objects are undergraduates in Hualien area. Our sampling method was purposive sampling and questionnaire was self-designed and structured. For the cleaning attitude, 76.6% of the surveyed students agreed that was very important. The percentage of cleaning volition was 73.5%. The most cleaning frequency was biweekly one time and the percentage of that was 23.6%. The time of cleaning was 10 minutes. The motivation of cleaning was that the products become dirty. Under the control of demographic variables, the clean cognitive behavioral attitudes, subjective norms and intentions to clean behavior was a positive association. We use logistic regression to predict the cleaning behavior. The clean cognitive behavior and intentions have significant positive impact on the cleaning behavior, clean behavior while on attitude, there was a negative impact. We recommend to increase awareness of clean behavior and of motivation of cleaning firstly so as to effectively enhance the cleaning behavior.