Study On The Technology Acceptance Model Of Environmental-friendly Shopping Bags

With the riase of public consciousness of environmental pollution, people began to call tochange the unsustainable consumption pattern, to establish the sustainable consumptionpattern. As the typical pollution product, plastic bags gained widespread attention. The StateCouncil issued a policy limitting the use of plastic bags. The "plastic limit" has beingimplementated five years, but the policy is ineffective because the amount of plastic bag isonly reduced by10%. Considering the convenience of shopping、the long-term effects ofpolicy support, and relevant experience of foreign countries, known to bring ownenvironmental-friendly shopping bag is an ideal method. Therefore, this study using ownenvironmental-friendly shopping bags for the research object, combined with theoreticalanalysis and empirical approaches to explore the factors that influence ownenvironmental-friendly shopping.Firstly, based on the comprehensive research of domestic and overseas scholars,combined with Technology Acceptance Model and other related theories to redefinedperceived usefulness and perceived ease of use, then proposed the impact factor model ofaccepting own environmental-friendly shopping bags. The model contains four variableswhich are perceived usefulness, perceived ease of use, attitudes and actual behavior. Theperceived usefulness is subdivided into social value, emotional value and function value threeparts. Perceived ease of use is subdivided into two parts of self-efficacy and cognitive tools.Secondly, make the empirical analysis for research model. First, the design of thequestionnaire and through the pre-test analysis of selecting the question items, then form thefinal questionnaire. Second, using descriptive statistical analysis, reliability analysis andvalidity analysis to analyse the collected data, validating the Structural Equation Modeling toidentify the key influence factors about accepting own environmental-friendly shopping bags.This article draw the following conclusion that the model has good predictive ability ofaccepting own environmental-friendly shopping bags. The main factors that affecting consumer intentions to bring own environmental-friendly shopping bags inclues emotionalvalue, self-efficacy and cognitive tools. The effect of social value, functional value on the useof attitude is not significant. The model confirmed the use of attitude has a significant positivecorrelation with the actual behavior. In addition, the analysis also found that the behavior ofaccepting own environmental-friendly shopping bags was no significant difference in gender,education, age and shopping mall. But have big significant differences in income.The main contribution of this study is to combine Theory of Perceived Value with theTechnology Acceptance Model to redefine the perceived usefulness and perceived ease of use.Use the redefined Technology Accepted Model in accepting own environmental-friendlyshopping bags. Validate the Technology Acceptance Model can be successfully applied tostudy consumer behavior of accepting own environmental-friendly shopping bags, identifyingthe main effect factors to accepting own environmental-friendly shopping bags.