隨著現代生活方式的改變，電子商務和物流服務的蓬勃發展，越來越多人透過網路購物，網購包裝廢棄物的問題日益凸顯，成為各國關注的焦點，並開始針對網購包裝廢棄物問題進行相應的探討和解決。環保署於108年制定《網購包裝減量指引》，涵蓋三大目標：包裝減量、環保材質及循環包材，並於109年及110年推出循環包裝試辦計畫，鼓勵消費者使用循環包裝並正確歸還。
循環包裝作為一項創新產品，是循環經濟模式中的一環。消費者對於創新的抵制心理在創新採用過程中扮演著重要的角色。創新抵制理論常被應用於研究消費者對於新產品的抵制因素。因此，本研究運用創新抵制理論，並以環境關注作為調節變項，旨在探討消費者對於網購循環包裝的抵制障礙。透過瞭解消費者對於循環包裝的抵制因素，可以提供相應的策略和措施，促進消費者更積極地接受和使用循環包裝，推動環境可持續發展。
本研究針對台灣地區有網路購物習慣之消費者進行網路問卷調查，最終收回有效樣本共396份。研究結果發現：(1)創新抵制理論中之使用障礙、價值障礙、風險障礙、傳統障礙對行為意圖之影響具有負向顯著效果；(2)當環境關注構面作為調節變項後，則風險障礙與行為意圖之間具有顯著正向調節效果。此外，本研究亦針對不同特質的人們進行多群組分析，實證結果表明，不同群組對創新抵制障礙的感知存在差異：(1) 女性在傳統障礙的感受上高於男性；(2) 未參加特定環保團體的族群在面對傳統障礙時更容易受到負面影響；(3) 北部地區的消費者相對於中南東部地區在形象障礙方面更加敏感。

With the changing modern lifestyle and the thriving development of e-commerce and logistics services, more and more people are opting for online shopping. As a result, the issue of packaging waste generated from online shopping has become increasingly prominent and has captured the attention of countries worldwide. Consequently, there have been efforts to address and resolve the problem of online shopping packaging waste.
Circular packaging, as an innovative product, represents an integral part of the circular economy model. Consumers' resistance to innovation plays a crucial role in the process of adopting new products. Therefore, this study employs the innovation resistance theory and considers environmental concern as a moderating variable to examine the barriers of consumers' resistance towards online shopping circular packaging. By understanding barriers to consumer acceptance of circular packaging, strategies can be developed to promote its adoption and enhance environmental sustainability.
The present study conducted an online survey targeting consumers in Taiwan who have a habit of online shopping. A total of 396 valid responses were collected. The research findings revealed the following:
(1) Within the framework of innovation resistance theory, barriers such as usage barrier, value barrier, risk barrier, and tradition barrier had a significant negative effect on behavioral intention.
(2) When the environmental concern construct was introduced as a moderating variable, it was found to have a significant positive moderating effect on the relationship between risk barrier and behavioral intention.
(3) There are perceptual differences among different groups regarding the barriers of innovation resistance.

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