隨著節能減碳與自然樂活的提倡，環保餐具的使用成為近年來非常熱門的社會議題，而本研究的目的在於運用階層線性迴歸分析（Hierarchical Liner Modeling），透過問卷調查的評估方法，以Sheth等人在1991年所提出的『消費者行為價值理論』為基礎，同時將環保餐具的『功能價值』與『非功能價值』對使用意願的影響納入迴歸式進行考量，特別有助於瞭解『非功能價值』對於環保餐具使用意願的影響性。另外，亦透過單因子多變量變異數分析(one-way multivariate analysis of variance；one-way MANOVA)來瞭解四種環保餐具主要族群的特性。以上所得結果，均能幫助設計師在設計時考量更多的層面，進行環保餐具的改良與創新，同時亦能將本評估方法應用於其他的產品。
本研究以703份有效的網路問卷作為統計分析資料，透過單因子多變量變異數分析可以發現，該四種主要族群皆對於環保餐具產生不同的觀點，需要分別針對不同的族群進行設計。而在階層迴歸分析的結果中發現，約有45％影響使用意願的因素是來自於非功能價值層次形成的共同特質(族群影響)，55％影響是來自於功能價值的層次。消費者在考慮環保餐具的材質時會受到社會價值影響，考慮色彩時會受到嘗新性價值的影響；而情感價值能夠跨層級影響環保餐具的使用意願。

With promotion of energy-saving, carbon reduction and the LOAHS style, use of eco-utensils is increasingly becoming a hot social topic recently. In view of this, based on the “Consumer Behavior Value Theory” proposed by Sheth, etc. in 1991, this study includes “functional value” and “non-functional value” of eco-utensils into consideration on the purpose of exploring their impact on users’ intention especially for impact of “non-functional” value of eco-utensils by adopting the method of hierarchical linear modeling (HLM) and questionnaire. In addition, it also explores the characteristics of the four main groups of users using eco-utensils by making one-way multivariate analysis of variance (one-way MANOVA). All results achieved by the analysis above can help designers think more comprehensively in order to make improvement and innovation in eco-utensil designs as well as apply this evaluation method into other product designs.
This study took 703 valid web-based questionnaires as the basis of statistics and analysis. By making one-way MANOVA, the study found that all these four main groups have different opinions on eco-utensils which should be designed according to characteristics of different groups. However, by making the analysis of HLM, the study found about 45% influence that impact users’ intention are from common characteristics formed by the level of non-functional value (group impact) and 55% are from the level of functional value. Consumers are impacted by the social value when considering materials of eco-utensils and are impacted by the value of trying something new when considering colors. In terms of emotional value, it can impact different levels’ user’s intension on using of eco-utensils.

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