綠色經濟不斷的興起及轉型，而現在出現了新的名詞──「循環經濟」。循環經濟主要強調於使用可循環、無汙染、可再生的原料，並透過循環式的服務鍊，讓原物料產生最大價值。而過去最類似的研究主要在於探討永續經營模式，經過文獻探討後，本研究採用嬰幼兒衣物快速汰換的特質作為研究目標，並採用Vigga為研究標的平台，了解在台灣消費者的接受意圖。本篇研究主要使用顧客感知價值及生態意識消費者行為作為核心概念，解釋消費者對Vigga的態度及意圖。
本研究主要使用線上問卷並輔以情境說明影片，共回收308份有效樣本，研究結果顯示價值對於使用意圖及態度有顯著且正向的影響，價格對於新經濟型態的初次採用意圖佔有重要的影響力，而生態意識消費者行為與Vigga使用意圖的關係會受到價值一致性的干擾效果，最終再次檢視了綠色消費中態度和採用意圖的落差。最終根據研究結果提出理論面和實務面的貢獻，期望可幫助研究者對於相關領域有所幫助，也讓業者與政府了解循環經濟採用原因及實踐方向。

With the rise of green economy, now we have another new term called "circular economy." The circular economy mainly focuses on using recyclable, non-polluting, and renewable raw materials. It uses the recycling of the service chain to create maximum value of raw materials. The most of similar researches in the past mainly have explored the sustainable business model. After literature review, this study uses the rapid replacement characteristics of infant clothing as research subjects, and the target platform Vigga to understand the consumers’ acceptance in Taiwan. This study mainly uses the customers’ perceived value and ecological consciousness consumer behavior as the core concept to explain the consumer's attitude and intention to Vigga.
In this study, 308 valid samples were collected using the online questionnaire and supplemented by a video. The results showed that the perceived value had a significant and positive effect on attitude toward usage and intention to use. Price have a strong effect on initial usage intention. Value convergence has a moderating effect on the relationship between ecological consciousness consumer behavior and usage intention. Finally, this study examines the gap between attitude and usage intention in term of green consumption. We expect that this research can help other researchers focus on the relevant fields, and help the industry and the government understand the reasons to adopt and practical direction of the circular economy.

論文審定書 i
摘要 ii
Abstract iii
圖次 vi
表次 vii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 4
第四節 研究流程 5
第二章 文獻探討 6
第一節 循環經濟 (Circular Economy) 6
第二節 產品服務系統(Product Service System, PSS) 9
第三節 永續衣物消費文章 13
第四節 價值(Value) 14
第五節 環保性意識的消費者行為(Ecologically Conscious Consumer Behavior ,ECCB) 17
第三章 研究方法 19
第一節 研究模型 19
第二節 研究假說 20
第三節 操作型定義 24
第四節 研究設計 25
第四章 資料分析 32
第一節 樣本基本資料 32
第二節 衡量模型 34
第三節 結構模型及假說驗證 42
第五章 結論 45
第一節 研究結果及討論 45
第二節 理論及實務上的貢獻 50
第三節 研究限制及未來建議 53
附錄1：Vigga的商業模型 54
附錄2：本研究問卷 55
參考文獻 60

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