運用計畫行為理論探討民眾購買空氣清淨機之意願以感知風險、感知成本為干擾變數

Exploring Consumers' Intentions to Purchase Air Purifiers Using the Theory of Planned Behavior: The Mediating Role of Perceived Risk and Perceived Cost

根據世界衛生组織WHO在2022年發布的報告，全球大約99%的人口都在呼吸超過世衛標準的空氣，而每年因為空氣汙染而導致過早死亡的人口至少有700萬人。工業的迅速發展引起大量化石燃料的燃燒，不僅導致溫室氣體排放增加，加劇了氣候變暖，還破壞了地球的氣候系統和生態平衡，同時也對人類的健康造成威脅。除此之外，COVID-19大流行使得人們更加了解與該病毒相關的呼吸道疾病，並加強了對防止交叉污染的需求，上述現象皆增使人們對空氣清淨機的需求提升。因此本研究希望以計畫行為理論為基礎，探討民眾購買空氣清淨機的意願，同時以感知風險、感知成本作為干擾變數。本研究以問卷調查法做為主要研究方法，總共發放400份，回收374份，汰除無效樣本12份，最後實得有效問卷362份。本研究發現：一、家中有長輩、高收入、高教育程度的受訪者對空氣清淨機的看法與購買意圖較為正面。二、態度、主觀規範與知覺行為控制對購買意圖有正向影響。三、空氣污染的感知風險在主觀規範對空氣清淨機購買意願的影響中具有負向干擾效果。四、空氣清淨機的感知成本在主觀規範對空氣清淨機購買意願的影響中具有負向干擾效果。基於上述研究結果，本研究建議業者，以家中有長輩、高收入、高教育程度的消費者為主要目標客群，建立權威並加強產品知識的傳遞，與提供個性化的客製服務。

According to a report released by the World Health Organization (WHO) in 2022, approximately 99% of the global population breathes air that exceeds WHO standards, resulting in at least 7 million premature deaths annually due to air pollution. The rapid industrial development has led to massive burning of fossil fuels, not only increasing greenhouse gas emissions and exacerbating climate warming but also damaging the Earth's climate system and ecological balance, while also posing threats to human health. Furthermore, the COVID-19 pandemic has heightened awareness of respiratory diseases related to the virus and reinforced the need to prevent cross-contamination, all of which have increased the demand for air purifiers. Therefore, this study aims to explore the willingness of the public to purchase air purifiers based on the Theory of Planned Behavior, with perceived risk and perceived cost as moderating variables. The main research method of this study was a questionnaire survey, with a total of 400 distributed, 374 recovered, 12 invalid samples discarded, resulting in 362 valid questionnaires. The study found: 1. Respondents with elderly family members, higher income, and higher education levels had more positive views and purchase intentions towards air purifiers. 2. Attitudes, subjective norms, and perceived behavioral control positively influenced purchase intention. 3. The perceived risk of air pollution had a negative moderating effect on the impact of subjective norms on the willingness to purchase air purifiers. 4. The perceived cost of air purifiers had a negative moderating effect on the impact of subjective norms on the willingness to purchase air purifiers. Based on the research results, this study suggests that businesses should target consumers with elderly family members, high incomes, and high educational levels, establish authority, enhance the dissemination of product knowledge, and provide personalized customized services.