| 摘要: | 隨著人們對環保(environmental protection)需求意識高漲，為永續發展持續致力於增進其對綠色產品 (green product)之接受度及有效從事回收(recycling)。然而，過去研究幾乎缺乏探討網站類型如何透過 回收遊戲化機制(gamification mechanism)之設置影響使用者對該網站使用意圖(intention to use the website)，進而影響其從事資源回收意願(intention on resource recycling)。僅管先前研究已證實網站類 型(website types)為使用者體驗(user experience)、從事(engagement)、績效期望(performance expectancy) 及努力期望(effort expectancy) 之重要影響因子，但是幾乎缺乏研究調查不同使用者調節焦點 (regulatory focus)類型(promotion-focused user vs. prevention-focused user)，當其面對不同網站類型 (hedonic website vs. utilitarian website)時，其所產生的調節契合(regulatory fit)是否增進其好的體驗、從 事、績效期望及努力期望，進而強化其行為意圖(behavioral intentions)，亦即本計畫亦將審視使用者 體驗、從事、績效期望及努力期望之中介角色。因此，本計畫試圖利用不同的網站類型(較多享樂的 vs. 較多實用的)以連結使用者並將之轉變為環保人士(environmentalists)。具體而言，本計畫茲將調查 不同使用者調節焦點類型，當其面對不同網站類型時，其所產生的調節契合對使用該網站意圖及從 事資源回收意願之影響。尤其，本計畫運用調節焦點及調節契合理論說明促進焦點使用者(預防焦點 使用者)於面對一個提供較多享樂(實用)體驗之網站，將會產生更好的態度與較高的網站使用意圖及 從事資源回收意願。另外，使用者體驗、從事、績效期望及努力期望於調節契合及態度(attitude)或行 為意圖中扮演之中介角色亦被探究於本計畫中。更確切地說，本計畫加入使用者體驗、從事、態度 以延伸整合性科技接受模式(unified theory of acceptance and use of technology; UTAUT)，除了使用者體 驗與從事外，使用者信念(即績效期望及努力期望)中介內外部因素於調節契合及其對該網站態度及行 為意圖之效果。此產生一個重要研究問題，即當契合於網站體驗為存在時，調節契合於什麼機制下， 影響使用者之態度及行為意圖。本計畫將使用偏最小平方法(Partial Least Squares; PLS)，一個普遍被 使用的結構方程模式方法，透過SmartPLS，以檢定網站類型、調節焦點、調節契合、使用者體驗、 態度、從事、績效期望、努力期望、社會影響、促進條件及行為意圖之因果關係，以及探究於不同 網站類型之情境下，使用者體驗、從事、績效期望及努力期望之中介角色。再者，本計畫將使用 Recyclebank 為題材，然後執行線上調查，並以居住於台灣且20 歲以上的人為目標母群體。本計畫 亦將採用分層抽樣方法以獲取有效的回應，以檢定本計畫所提之假說。最後，根據實證的結果，本 計畫期能貢獻予網站管理者瞭解不同調節焦點使用者面對到不同類型網站，其所產生的調節契合(vs 調節不契合)對其態度及行為意圖之影響。另外，本計畫亦試圖確認使用者體驗、從事、績效期望及 努力期望之中介角色。此外，本計畫期能貢獻予網站管理者認識到不同類型網站對不同調節焦點使 用者之影響，進而洞悉為增進使用者之行為意圖，其體驗、態度、從事、績效期望、努力期望、社 會影響、促進條件將會是重要關鍵因素。總之，本計畫的研究發現將有助於如何連結使用者與將之 轉變為環保人士。
With the increasing awareness of the need for environmental protection, there have been significant efforts to improve people’s acceptance of green products and to encourage them to engage in effective recycling for sustainable development. However, almost no studies have examined how website types through the design of gamification mechanisms on recycling influences users’ intention to use it, and in turn, affect the intention towards resource recycling. Although previous studies have accepted website types as a strong predictor of user experience, engagement, performance expectancy, and effort expectancy, almost no studies have investigated how promotion-focused (prevention-focused) users who are faced with a hedonic (utilitarian) website, i.e., the generation of regulatory fit, increases user experience, engagement, performance expectancy, and effort expectancy, and in turn, intensifies behavioral intentions. This project also investigates the mediating roles of user experience, engagement, performance expectancy, and effort expectancy. Thus, this project attempts to use different website types to connect with and convert users into environmentalists. Specifically, this project examines how users with different regulatory focus faced with a different website types (i.e., the generation of regulatory fit) are affected in their intention to use the website and recycle resources. In particular, this project draws on recent theoretical insights into regulatory focus and regulatory fit for explaining promotion-focused (prevention-focused) users who are faced with a more hedonic (utilitarian) website to generate a positive experience and higher intention to use the website and recycle resources. Additionally, the mediating roles of user experience, engagement, performance expectancy, and effort expectancy in the regulatory fit and attitude or regulatory fit and behavioral intentions are also explored in this project. Specifically, this project adds user experience, engagement, and attitude to extend the unified theory of acceptance and use of technology (UTAUT), in addition to user experience, engagement, and beliefs (i.e., performance expectancy and effort expectancy) as mediators of the effects of external and internal factors on individuals’ attitude and behavioral intentions towards the website. This leads to our next important research question: What mechanisms underlie the regulatory fit effect on attitude and behavioral intentions when fit to the website experience is present? This project will use partial least squares (PLS), a commonly used structural equation modeling method, through SmartPLS to test the causal relationships among website types (hedonic versus utilitarian website), regulatory focus (promotion-focused versus prevention-focused), user experience, engagement, UTAUT four construct (i.e., performance expectancy, effort expectancy, social influence, and facilitating condition), attitude to the website, intention to use the website, and intention towards resources recycling; it will also use PLS to explore the mediating effects of user experience, engagement, performance expectancy, and effort expectancy in the different website types. In addition, this project will use Recyclebank as the subject, and then conduct a web-based questionnaire that targets individuals aged 20 and above in Taiwan. Stratified sampling is conducted to obtain valid responses for the testing of our hypotheses. Finally, according to the empirical results, this project expects to contribute to website managers’ understanding of the impacts of users with different regulatory focus faced with different website types, i.e., the generation of regulatory fit (vs. regulatory non-fit) on attitude and behavioral intentions. In addition, this project attempts to identify the mediating roles of user experience, engagement, performance expectancy, and effort expectancy. Furthermore, this project expects to help website managers by identifying the impacts of users with different regulatory focus faced with different website types, to learn how they can improve the behavioral intention of users and understand how user experience, attitude, engagement, performance expectancy, effort expectancy, social influence, and facilitating conditions are important factors. In summary, the findings of this project can help to connect with and convert users into environmentalists |
