近年來，智慧型手機已經變成人類不可或缺得3C產品之一，但是手機每年一直推陳出新，消費者也一直汰舊換新，導致太多的資源浪費。而現今世界強調的是節能減碳，若能夠把二手手機整新或修復後販售出，那麼就可以減少過多資源浪費，且不僅對企業形象有正面的提升，消費者也可以得到滿足其需求的手機。為探討消費者對於綠色智慧型手機的購買意願，本論文研究以TRA理性行為理論模型探討消費者在綠色市場當中的購買意願，希望以品牌權益、價值效益、綠色行銷、綠色意識與態度等方面來了解，並加入政府補助作為其干擾變數影響消費者對於綠色智慧型手機的購買意願。問卷採取李克特七點量表，並以AMOS軟體進行路徑分析。本論文研究結果發現，普遍消費者對於綠色智慧型手機是有購買意願的，且品牌權益以及價值效益是有直接效果可以直接影響到購買意願，政府補助也有顯著干擾作用，故建議政府可以與企業合作，不僅可以推廣綠色商品，也可以補助消費者，使得消費者對於綠色智慧型手機的購買意願增高。

In recent years, “Smart Phone” plays an important role in our life. However, smart phone always releases newest model every year that makes consumers desire to change the newest one. Therefore, it makes our earth increase more and more waste of resources. Nowadays, “Energy Saving” is a very important thinking in our earth. If business can make reused phones repair or refurbish to sell them, it helps to decrease waste of resources. Moreover, not only business will enhance their corporate image, also consumers can gain their needed phone. Due to explore consumers’ behavioral intention of reused phone, this study shows consumers’ behavioral intention in green market by Theory of reasoned action. The research indicates that brand equity, value, green marketing, green consciousness and attitude will affect consumers’ behavioral intention. Additionally, the study discusses government allowance to be a moderator variable. Furthermore, the research uses questionnaire by 7-point Likert scale and executes path analysis by AMOS. According to the study result, brand equity and value has immediate impact on behavioral intention, and government allowance has a significant moderator variable. At a result, we suggest the government cooperates with business because it can help to promote green products and reduce the price to stimulate consumers’ purchasing.

中文摘要…………………………………………………I
Abstract…………………………………………………II
目錄…………………………………………………III
表目錄…………………………………………………V
第一章 緒論…………………………………………………1
第一節　研究動機與目的…………………………………………………1
第二章 文獻探討…………………………………………………4
第一節 理性行動理論…………………………………………………4
第二節 文獻探討與研究假說…………………………………………………6
第三章 研究方法與設計…………………………………………………11
第一節 研究架構…………………………………………………11
第二節 變項之操作性定義…………………………………………………16
第三節 問卷設計…………………………………………………17
第四節 資料處理與分析方法…………………………………………………20
第四章 研究結果與分析…………………………………………………22
第一節 信效度分析…………………………………………………22
第二節 模型適配度檢測…………………………………………………24
第三節 敘述性統計分析…………………………………………………26
第四節 假說驗證…………………………………………………32
第五章 結論與建議…………………………………………………38
第一節	研究結論…………………………………………………38
第二節　研究限制及未來研究建議…………………………………………………39
參考文獻…………………………………………………40
附錄一：問卷…………………………………………………46
圖2-1 TRA消費者購買模式…………………………………………………4
圖3-1消費者購買綠色商品之購買模型……………………………………13
圖3-2本研究之研究架構……………………………………………………14
圖4-1 問卷填答分布圖………………………………………………………26
圖4-2問卷填答分布圖………………………………………………………27
圖4-3 問卷填答性別分布圖…………………………………………………28
圖4-4問卷填答年齡分布圖…………………………………………………29
圖4-5問卷填答教育程度分布圖……………………………………………29
圖4-6問卷填答職業分布圖…………………………………………………30
圖4-7問卷填答平均月收入分布圖…………………………………………31
圖4-8 研究模型適配圖………………………………………………………32
圖4-9政府補助之干擾驗證…………………………………………………36

表3-1 研究假說………………………………………………………………15
表3-2 構面之操作性定義……………………………………………………16
表3-3 問卷架構表……………………………………………………………17
表4-1 為各構面之收斂效度表………………………………………………22
表4-2 整體模型適配度分析表………………………………………………24
表4-3 路徑係數與假說驗證…………………………………………………33
表4-4 中介效果驗證…………………………………………………………35
表4-5 共變異數關係驗證……………………………………………………35
表4-6 政府補助之干擾驗證…………………………………………………36
表4-7 研究假說之檢定結果分析表…………………………………………37

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網路資料參考：
綠色和平：http://www.greenpeace.org/taiwan/zh/news/stories/toxics/2017/smartphones-waste-pollute-Earth/