Z世代對二手商品購買意願之研究

Abstract

近年來，全球二手經濟崛起，臺灣的二手市場規模也逐年成長。由於Z世代消費者是推動市場成長的重要群體，因此本研究以15至30歲且具備二手商品購買經驗之Z世代消費者作為研究對象，結合消費價值理論（Theory of Consumption Values）與計畫行為理論（Theory of Planned Behavior），探討影響Z世代消費者購買二手商品意願的因素。本研究問卷發放期間為2025年4月23日至4月30日，共回收478份有效問卷，並使用偏最小平方法結構方程模型（Partial Least Squares Structural Equation Modeling）進行分析。 研究結果顯示，21至25歲年齡組在獨特性子構面、環境價值構面、態度構面及購買意願構面皆具有較高平均數。就二手商品消費行為而言，「有時購買」與「經常購買」者合計超過七成，顯示Z世代消費者普遍有購買經驗。購買商品類型方面，以日用品、3C產品與服飾為主。通路選擇方面，實體通路占比54.4%略多於線上通路。偏最小平方法結構方程模型的分析結果顯示功能價值、情感價值、環境價值、態度、主觀規範與知覺行為控制六個因素對購買意願具有正向的顯著影響效果。 依據研究發現，本研究建議企業可推出回收轉售、主題式尋寶活動等銷售策略，並鼓勵消費者參與循環經濟，強化Z世代對二手商品的價值認同，促進消費者的購買意願。同時，政府宜制定相關法規，促進二手市場的公平交易及法制完善。

In recent years, the global second-hand economy has experienced significant growth, and the scale of the second-hand market in Taiwan has expanded steadily. Recognizing Generation Z as a key driver of market growth, this study focuses on consumers aged 15 to 30 with second-hand purchasing experience and investigates the factors that influence their purchase intentions, integrating the Theory of Consumption Values (TCV) and the Theory of Planned Behavior (TPB). The data were collected through an online questionnaire during the period of April 23 to 30 in 2025, yielding 478 valid responses, and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that respondents aged 21 to 25 had higher mean scores in uniqueness, as well as in environmental value, attitude, and purchase intention. Regarding second-hand consumption behavior, over 70% of participants reported purchasing second-hand goods either occasionally or frequently, indicating that such consumption is common among Generation Z. In terms of product categories, daily necessities, consumer electronics, and clothing were the most commonly purchased. In terms of sales channels, physical stores accounted for 54.4%, slightly exceeding the share of online platforms. The results of PLS-SEM show that each of the six constructs—functional value, emotional value, environmental value, attitude, subjective norm, and perceived behavioral control—has a significant positive influence on purchase intention. Based on the research findings, this study recommends that enterprises implement sales strategies such as buyback and resale programs or themed treasure hunts, and encourage consumers to participate in the circular economy, thereby strengthening Generation Z’s perception of value toward second-hand products and increasing their purchase intention. Furthermore, it is suggested that the government establish appropriate regulations to promote fair transactions and improve the regulatory framework of the second-hand market.