YouTube影音長短、擬社會互動與碳標籤知識對購買意願的影響：以碳標籤米產品影片為例

Abstract

隨著氣候變遷議題備受關注，消費者對環境友善產品的接受度與購買意願逐漸成為永續行銷的研究重點。碳標籤制度作為一種揭露產品生命週期碳足跡的政策工具，雖具備環境溝通功能，但其傳播效果往往受限於大眾對其認知程度與接受度。社群媒體興起後，短影音（Shorts）逐漸成為重要的資訊傳播形式，然不同長度的影音內容在說服效果上是否存在顯著差異，仍有待實證驗證。本研究以碳標籤米產品為主題，採用準實驗設計，針對「影片長度」這一變項進行操弄，分為長影片與短影片兩組，探討其對消費者「擬社會互動」、「碳標籤知識」（主觀與客觀）與「購買意願」的影響，並進一步分析不同年齡與學歷背景族群在此影響路徑中的反應差異。本研究於 2024 年 4 月至 6 月間透過網路平台進行問卷調查，回收有效樣本 323 份。資料分析透過 SPSS，包括描述性統計、配對樣本t 檢定、獨立樣本t 檢定、結構方程模型（SEM）與多元線性迴歸等。 研究結果顯示，影片長度對購買意願本身未具顯著直接效果，然而透過「擬社會互動」與「碳標籤知識」變項的整體模型驗證，長影片能有效提升「認知互動」與「情感互動」的程度，進而正向預測購買意願。此外，長影片亦顯著提升「客觀知識」水準，而短影片在資訊吸收效果上相對有限；「主觀知識」則無顯著差異。進一步比較不同背景變項發現，年齡 40 歲以下與大學以上學歷族群，在模型中的路徑係數顯著且解釋力較高，而高中職以下與年長族群雖亦呈現部分正向趨勢，惟影響力與模式穩定性較低。在碳標籤與永續產品溝通過程中，影音內容不僅需傳達資訊，更需建立情感連結與可信度，方能有效促進消費者行動。未來在政策設計與永續教育推廣上，可針對不同受眾設計差異化影音內容，並強化資訊與情感並行的傳播策略，提升碳標籤制度的社會影響力與實務應用效果。

As climate change and sustainability issues become increasingly urgent, consumer acceptance and purchase intention for environmentally friendly products have become key areas in green marketing research. Carbon labeling, which discloses the carbon footprint of products throughout their life cycle, is one such communication tool aimed at influencing consumer behavior. However, the effectiveness of carbon labels depends not only on informational clarity but also on how they are delivered. In the era of social media, the rise of short-form videos like YouTube Shorts raises questions about whether video length influences consumer engagement and comprehension. This study explores how video length affects parasocial interaction, carbon label knowledge (both subjective and objective), and purchase intention. Using carbon-labeled rice products as the experimental context, we employed a randomized quasi-experimental design that compared the effects of a long-format video (90 seconds) and a short-format video (30 seconds). Data were collected through an online survey from April to June 2024, yielding 323 valid responses after excluding incomplete, underage, and elderly participants. Statistical analysis was conducted using SPSS and AMOS software, applying descriptive statistics, independent and paired sample t-tests, structural equation modeling (SEM), and multiple regression analysis to investigate group differences and test the hypothesized model. The findings indicate that video length does not exert a significant direct effect on purchase intention. However, long videos significantly enhance cognitive and affective parasocial interactions, which in turn strongly predict purchase intention. Long videos also lead to significant gains in objective carbon label knowledge, while subjective knowledge remains relatively unchanged across conditions. Among different demographic groups, younger participants (under 40) and those with higher education levels (college and above) demonstrate stronger model fit and predictive pathways compared to older or less-educated participants. These results suggest that both emotional connection and informational gain are essential in shaping sustainable consumption behavior. The study emphasizes the need for customized communication strategies that align video content with the cognitive and emotional preferences of different audiences. Practical implications are offered for video-based sustainability education, policy messaging, and future research directions in environmental communication.