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研究生： 莊宜樺
Chuang, I-Hua
論文名稱： 產品回收材料達成比例對願付價格之影響研究探討——以筆記型電腦及電視為例
A Study on the Impact of Recycled Material Content Achievement on Consumers’ Willingness to Pay: Evidence from Notebook Computers and Televisions
指導教授： 施勵行
Shih, Li-Hsing
學位類別： 碩士
Master
系所名稱： 工學院 - 資源工程學系
Department of Resources Engineering
論文出版年： 2025
畢業學年度： 113
語文別： 中文
論文頁數： 160
中文關鍵詞： 綠色產品 、循環經濟 、願付價格 、自適應性選擇式聯合分析 、價格敏感度測試分析
外文關鍵詞： Green Products, Circular Economy, Willingness to Pay, Adaptive Choice-Based Conjoint Analysis, Price Sensitivity Meter
相關次數： 點閱：25  下載：0 
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    • 近年來，隨著全球對氣候變遷與環境保護議題的重視提升，資源日益稀缺的問題亦促使各界關注如何有效利用資源並降低對環境所造成的衝擊。政府方面，在「臺灣2050淨零排放路徑及策略」中提出「十二項關鍵戰略」，其中「戰略8－資源循環零廢棄關鍵戰略行動計畫」即針對資源回收再利用與減廢議題進行規劃。企業亦逐漸重視產品中回收材料的採用比例，並期望透過提升產品永續性來回應市場需求。為了有效推動綠色產品的普及，企業對於了解消費者在綠色產品情境下的願付價格意願，展現出日益增強的關注。
    本研究使用自適應性選擇式聯合分析方法來估計產品的回收材料比例增量和消費者願付價格之間的關係，並以筆記型電腦和電視兩種產品為例，透過聯合分析得到各屬性的相對重要性，同時估計回收材料比例增量的願付價格差。並透過持有產品價位、人口變數的性別和年齡進行分群，以更詳細分析在不同分群下，消費者在筆記型電腦和電視兩種產品的屬性偏好，以及不同回收材料比例對願付價格的差異。最後透過願付價格結合價格敏感度測試分析(Price Sensitivity Meter, PSM)，探討在筆記型電腦和電視兩種產品上，消費者對產品採回收材料比例增量這一環保價值所能接受的價格範圍。
    透過問卷分析得到的結果發現，全體受訪者對於筆記型電腦的屬性重要性的排序為價格、中央處理器、產品採回收材料比例(%)、電池壽命、記憶體；電視的屬性重要性排序為價格、螢幕尺寸、產品採回收材料比例、解析度、螢幕顯示技術。產品採回收材料比例增量和願付價格的分析結果顯示，筆記型電腦採回收材料比例從0% 增量至25%的願付價格差約3,014元，採回收材料比例從0% 增量至50%的願付價格差約3,752元，採回收材料從0% 增量至75%時較從0% 增量至50%的願付價格平均值略為下降，但假設檢定並沒有顯著差異。電視採回收材料比例從0% 增量至25%的願付價格差約9,260元，從0% 增量至50%的願付價格差約11,760元，採回收材料從0% 增量至75%時較從0% 增量至50%的願付價格平均值略為下降，但假設檢定並沒有顯著差異。PSM結果顯示在筆記型電腦和電視兩種產品上，全體受訪者的回收材料比例增量閾值位於10%~11%之間，代表當企業要透過回收材料比例增量此一綠色績效吸引消費者購買其筆電或電視產品時，產品採回收材料比例至少要達到10%，消費者才會願意對其多付出價格。

    Global concerns over climate change and resource scarcity have driven governments and enterprises to prioritize sustainable development. In Taiwan, the "2050 Net-Zero Emissions Roadmap" promotes resource circulation initiatives, while companies increasingly integrate recycled materials into products to meet environmental demands. Understanding consumers’ willingness to pay (WTP) for recycled material products has thus become crucial.
    This study applies Adaptive Choice-Based Conjoint (ACBC) analysis to estimate the relationship between recycled material content increments and consumer WTP, focusing on notebook computers and televisions. It also employs Price Sensitivity Meter (PSM) analysis to identify acceptable price thresholds. Respondents are segmented by product ownership value, gender, and age.
    Findings indicate that for notebook computers, price is the most important attribute, followed by CPU and recycled material content; for televisions, price, screen size, and recycled material content are prioritized. WTP results show that consumers are willing to pay a premium for products with at least 10% recycled material content. The PSM analysis confirms a threshold between 10% and 11% recycled content as acceptable for motivating additional payment.
    This research provides practical insights for businesses developing green product strategies and highlights the critical recycled material adoption levels needed to influence consumer behavior.

    中文摘要 I ABSTRACT II 誌謝 V 目錄 VI 表目錄 IX 圖目錄 XII 第一章 緒論 1 1.1 研究背景與動機 1 1.2研究目的 2 1.3 研究方法與流程 2 第二章 文獻探討 4 2.1願付價格(Willing to pay； WTP) 4 2.1.1願付價格之基本概念 4 2.1.2 願付價格之研究方法 4 2.2 聯合分析法 5 2.2.1 傳統聯合分析法基本概念 5 2.2.2 選擇式聯合分析法 7 2.2.3 自適應性選擇式聯合分析法 7 2.2.4 自適應性選擇式聯合分析的估測方法 8 2.3綠色產品採WTP及聯合分析法之研究 11 2.3.1 綠色產品採WTP之研究 11 2.3.2 綠色產品採聯合分析法之研究 12 2.4 回收材料 14 2.4.1 回收材料定義 14 2.4.2 回收材料認證 14 2.4.3產品採用回收材料現況 16 2.5 價格敏感度測試分析(Price Sensitivity Meter；PSM) 17 2.5.1價格敏感度測試分析(PSM)之基本概念 17 2.5.2 PSM分析之優勢與限制 18 第三章 研究架構與方法 20 3.1 研究架構與方法 20 3.2筆電及電視之回收材料比例 21 3.2.1各品牌採回收材料之比例 21 3.2.2 各零件採回收材料之比例 25 3.3 建立聯合分析之屬性與水準值 37 3.3.1 建立屬性 37 3.3.2建立屬性之水準值 42 3.3.3 成分效用值 44 3.3.4 屬性相對重要性 44 3.3.5計算願付價格 44 3.4問卷設計 45 3.4.1 自適應性選擇式聯合分析法之問卷設計 45 3.4.2 回收材料比例增量閾值之問卷設計 48 第四章 研究結果―筆記型電腦 49 4.1 問卷回收及人口統計 49 4.2全體受訪者分析 50 4.2.1偏好分析 50 4.2.2產品採回收材料比例增量屬性的願付價格分析 52 4.3人口變數分析:性別 54 4.3.1偏好分析 54 4.3.2產品採回收材料比例增量屬性的願付價格分析 56 4.4人口變數分析:年齡 58 4.4.1偏好分析 58 4.4.2產品採回收材料比例增量屬性的願付價格分析 62 4.5受訪者目前持有筆電價位之分群 64 4.5.1偏好分析 64 4.5.2產品採回收材料比例增量屬性的願付價格分析 67 4.6回收材料比例閾值分析及綜合討論 69 第五章 研究結果―電視 74 5.1 全體受訪者分析 74 5.1.1偏好分析 74 5.1.2產品採回收材料比例增量屬性的願付價格分析 76 5.2人口變數分析:性別 78 5.2.1偏好分析 78 5.2.2產品採回收材料比例增量屬性的願付價格分析 81 5.3人口變數分析:年齡 82 5.3.1偏好分析 82 5.3.2產品採回收材料比例增量屬性的願付價格分析 87 5.4受訪者目前持有電視價位之分群 89 5.4.1偏好分析 89 5.4.2產品採回收材料比例增量屬性的願付價格分析 92 5.5 回收材料比例閾值分析及綜合討論 94 第六章 結論與建議 99 6.1 結論 99 6.2 建議 103 參考資料 104 附錄 A-1 附錄A、筆電及電視BOM表 A-1 附錄B、筆電及電視各材料比例表 B-1 附錄C、筆電及電視目前採回收材料比例表 C-1 附錄D、筆電及電視目前採企業最高比例之回收材料比例表 D-1 附錄E、筆電及電視依全球回收材料與企業最高回收材料比例比較表 E-1 附錄F、筆電及電視依2030年企業承諾之回收材料比例表 F-1 附錄G、筆電及電視依2050年企業承諾之回收材料比例表 G-1 附錄H、筆電及電視2030年與2050年最高回收材料比例比較表 H-1 附錄I、消費者對「產品不同回收材料比例的看法與願付價格」問卷 I-1

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