應用擴展計畫行為理論探討臺北市民使用綠運輸之行為意圖

Abstract

氣候變遷造成的影響日益嚴重，全球許多國家皆已遭遇極端氣候事件，因此如何減少溫室氣體的排放成為世界各國的重要議題。在人們日常生活的面向中，交通佔有一定的重要性，尤其是在私人機動運具使用比例偏高的情況下，也相對應產生不少碳排。為了要減少運輸部門的溫室氣體排放量，臺灣近年來持續推行綠運輸，鼓勵民眾使用公共運輸、自行車或步行等低碳排的交通方式，而臺北市雖然擁有相當便利的大眾運輸，但其市占率卻未能達到預期目標，仍有持續成長的空間。因此，如何提升民眾使用綠運輸的意願，以減緩運輸部門溫室氣體排放對氣候變遷的貢獻，為本研究的主要研究動機。本研究主要目的為探討臺北市民選擇使用綠運輸行為意圖背後的影響因子，以計畫行為理論為基礎，並增加運具特性、氣候變遷識覺與習慣來擴展原理論。本研究採用問卷調查法，研究對象為現居臺北市的民眾，並以捷運、公車和Ubike作為綠運輸的範疇。最後共回收281份有效問卷，使用SPSS軟體進行後續的統計分析。本研究的結果顯示：（1）對綠運輸的態度、主觀規範及知覺行為控制對使用綠運輸的行為意圖皆有顯著正向影響，其重要性依序為知覺行為控制、態度、主觀規範。（2）在擴展構面中，運具特性與氣候變遷識覺能夠顯著提升對整體行為意圖的解釋能力，且兩者與行為意圖之間皆呈顯著正相關；習慣則與行為意圖無顯著相關，對整體行為意圖的解釋力沒有顯著提升。（3）氣候變遷識覺透過態度、主觀規範、知覺行為控制與運具特性的中介，間接影響行為意圖，且皆為部分中介。（4）私人運具習慣在態度與行為意圖之間、運具特性與行為意圖之間有顯著的調節效果，且皆為正向調節。The impact of climate change is becoming increasingly severe, and many countries around the world have experienced extreme weather events. Consequently, reducing greenhouse gas emissions has become a critical issue for all nations. In daily life, transportation holds significant importance, especially with the high usage rate of private motor vehicles, which correspondingly generates a substantial amount of carbon emissions. To reduce greenhouse gas emissions in the transportation sector, Taiwan has been promoting green transportation in recent years, encouraging the public to use public transportation, bicycles, or walk as low-carbon travel options. Although Taipei City has a highly convenient public transportation system, its market share has not yet reached the expected target and still has room for growth. Therefore, the primary motivation of this study is to explore ways to increase the public's willingness to use green transportation, thereby mitigating the contribution of greenhouse gas emissions from the transportation sector to climate change. The main objective of this study is to investigate the factors influencing Taipei residents' behavioral intentions to choose green transportation. The study is based on the Theory of Planned Behavior, expanded to include vehicle characteristics, climate change awareness, and habits. A questionnaire survey was conducted among residents of Taipei City, focusing on the use of the MRT, buses, and Ubike as green transportation options. A total of 281 valid questionnaires were collected and subsequently analyzed using SPSS software.The results of this study indicate that: (1) Attitudes towards green transportation, subjective norms, and perceived behavioral control all have a significant positive impact on the behavioral intention to use green transportation, with the importance ranking as perceived behavioral control, attitude, and subjective norms. (2) Among the expanded dimensions, vehicle characteristics and climate change awareness significantly enhance the explanatory power of overall behavioral intention, and both have a significant positive correlation with behavioral intention; habits do not have a significant correlation with behavioral intention and do not significantly improve the explanatory power of overall behavioral intention. (3) Climate change awareness indirectly affects behavioral intention through the mediation of attitude, subjective norms, perceived behavioral control, and vehicle characteristics, and all are partial mediations. (4) The habit of using private vehicles has a significant moderating effect between attitude and behavioral intention, and between vehicle characteristics and behavioral intention, with both being positive moderations.