隨著網際網絡及數位科技的進步，消費者從電子商務平台購買商品的機會大幅增長，也因近幾年新冠疫情影響使的民眾將消費模式轉往線上購物來採購商品，加劇大量的廢棄物產生並破壞環境，為緩解情況，政府向大眾提倡綠色消費，透過購買有認證的環保產品，藉此降低對環境造成的破壞與污染。輕推理論(nudge theory)藉由改變決策情境引發好奇，以刺激消費者做出更好的選擇。在線上購物中，可以於電子商務平台中實行數位輕推(digital nudge)，以改變人類的行為與決策，並支持環保產品，將數位輕推策略應用於線上購物平台可以增強環保意識並促進綠色消費。因此本研究目的是探討融合數位輕推所設計的線上購物平台對消費決策的影響，並實際開發一套融入三種輕推策略的線上購物平台發佈於線上，邀請受測者進行購物活動，共獲得60份有效樣本，藉由網站A、B實驗及數據量化分析中，瞭解不同輕推策略與綠色態度的受測者，歸納與探討其相同與相異之處，並提出相關建議；本研究中環保標章策略能顯著引發消費者點擊查看商品資訊的行為；綠色產品專區策略於互動、滾動動態獲得高度的關注度；積分回饋策略整體效果不顯著，此外集群一與集群二於整體行為差異性並不顯著。而本研究最終提出輕推策略於平台的相關設計建議與未來發展。

The opportunities for consumers to purchase goods from e-commerce platforms have significantly increased with the Internet and digital technology advancement. Due to the impact of the Covid-19 in recent years, people have shifted their consumption patterns to online shopping to purchase goods, which has exacerbated a large amount of waste for the extra package. To alleviate the situation, the government promotes green consumption to the public and reduces damage and pollution to the environment by purchasing certified eco-friendly products. Nudge theory that arouses curiosity can be used in decision-making situations to stimulate consumers to make better choices. In online shopping, the digital nudge can be implemented in e-commerce platforms to change human behavior and decision-making in favor of eco-friendly products. Therefore, the purpose of this study is to investigate the influence of an online shopping platform designed with three types of digital nudges on consumer decision-making. A new online shopping platform incorporating these three nudge strategies was developed and launched online, inviting participants to engage in shopping activities. A total of 60 valid samples were collected. Through the experiments and quantitative analysis conducted on websites A and B, we aimed to understand the differences and similarities among participants with varying nudge strategies and green attitudes, and to provide relevant recommendations.The results of this study indicate that the eco-label strategy significantly triggered consumers' behavior of clicking to view product information. The green product section strategy garnered high attention during interactions and scrolling dynamics. However, the overall effect of the points reward strategy was not significant. Additionally, there were no significant differences in overall behavior between cluster one and cluster two.Based on the findings, this study proposes design recommendations and future development for nudge strategies on the platform.

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網路資料
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