以消費價值理論探討無包裝商店消費者行為影響因素

Abstract

負責任消費是永續發展的關鍵因素之一，隨著各國政府和國際組織積極制定政策和法規，以及大眾對資源使用及其對環境影響的持續關注，越來越多人開始重視減量與再利用，更全面的考慮商品從生產到消費者手中的過程，這使得強調環保、減少浪費和尊重生命等永續價值的無包裝商店逐漸受到歡迎，然而，與超市和大賣場相比，無包裝商店除了面臨合作廠商選擇有限、商品保存不易等問題外，消費者也需花費更高的價格、更多時間，且品牌選擇較少，種種困難使得無包裝商店的發展受到限制。無包裝商店消費模式的推動很大程度上取決於消費者的接受意願，因此本研究旨在探討消費者選擇到訪無包裝商店購物的主要因素，並了解不同類型消費者對無包裝商店的看法差異。本研究透過問卷調查收集資料，依據Sheth et al.(1991)提出的消費價值理論，分析消費者選擇到無包裝商店消費的原因，並藉由調查無包裝商店消費族群特徵、消費經驗、消費者的期望與建議，以進一步討論消費價值的多元內涵。

研究結果顯示「情感價值」是預測消費者是否會選擇到無包裝商店消費的關鍵因素，「功能價值」則是消費者再次到訪，甚至是能否成為忠實顧客的關鍵，當無包裝商店提供的商品和服務所傳遞的理念，越能讓消費者感受到與本身價值觀相符，越能在消費的過程中獲得滿足感，到無包裝商店消費的意願也就更高，因此，無包裝商店若能強化情感價值的傳遞，同時確保商品品質並清楚標示，將有助於提升消費者的購買意願，本研究的結果可以提供政府單位和無包裝商店業者適切建議及未來執行方向。Responsible consumption is one of the key factors for sustainable development. As governments and international organizations actively formulate policies and regulations, more and more people are focusing on reduction and reuse, which makes unpackaged stores gradually become popular. However, unpackaged stores face problems like limited partners and difficulty preserving products. They also require consumers to pay more, spend more time, and have fewer brands. These problems limit the growth of unpackaged stores.The promotion of unpackaged store consumption patterns depends largely on consumers' willingness to accept them. Therefore, the purpose of this study is to explore why people shop at unpackaged stores and how different types of people think about them. This study employs a questionnaire survey to collect data and subsequently analyzes the reasons why consumers choose to shop at unpackaged stores according to the theory of consumption value proposed by Sheth et al. (1991). Additionally, the study investigates the characteristics of consumer groups in unpackaged stores, their consumption experiences, and the expectations and suggestions of consumers to further discuss the multifaceted connotations of consumption value.The findings of this study indicate that "emotional value" is a significant predictor of consumer choice, about whether they will store at an unpackaged store. Whereas, "functional value" is a key factor in determining whether consumers will return to the store or even become loyal customers. Therefore, if unpackaged stores can effectively convey emotional values, while simultaneously ensuring the quality of the products and clearly labeling them, it will enhance the willingness of consumers to purchase. The findings of this study can inform appropriate recommendations and future implementation directions for government agencies and unpackaged store operators.