臺灣博碩士論文加值系統

自從飛機發明以來，一直是觀光商旅人士最常使用之交通工具之一。隨著工商經濟及觀光旅遊持續蓬勃發展，航空運輸業需求不斷增加。相對的，此一行業所伴之而來對環境的影響及破壞，包括大氣層、地面作業汙染及空中飛行時機內所產生的廢棄物和資源浪費等等，已經受到環保意識消費者及團體重視。近年來，各家大型航空業者也開始注重環保議題，並陸續實施各項環保作為及服務，以負起應有之企業社會責任，並藉此提升企業在消費者眼中之環保形象。為瞭解國內消費者對於航空公司環保服務之支持度，本研究針對國內規模最大，且環保服務及措施做得最多的——中華航空為對象。研究消費者環保意識及其對航空公司環保服務認知間的關係，環保意識與航空公司環保服務支持度間的關係。並進一步探討航空公司環保服務認知對消費者環保意識與航空公司環保服務支持度間，是否產生中介的影響。
本研究問卷內容主要為人口統計變項、消費者環保意識量表、消費者對航空公司環保服務認知量表及消費者對航空公司環保服務支持度量表四部份，並針對搭乘中華航空台北飛法蘭克福及維也納兩條航線消費者進行發放。所得資料以描述性統計、信度分析、相關分析及迴歸分析等方法進行檢驗。
研究結果驗證出環保意識與航空公司環保服務認知各自對航空公司環保服務支持度有顯著關係，且環保意識與航空公司環保服務認知間也存有顯著關係。經迴歸分析發現，航空公司環保服務認知在環保意識與航空公司環保服務支持度間為完全中介因子。最後，本研究透過結果對航空公司提出日後在環保服務內容及行銷規劃上改進參考。

Flying with an airplane has been one of the most frequently used means of transportation for sightseeing and business travelers to take since the technology invention. Along with the rapid development of economy, industry, and tourism, the need for air transportation arises unceasingly. Comparatively speaking, the damage and interference to the environment that come with airline business, which include the earth and atmosphere pollution , discard produced from the operating airplanes, and the waste of resources, all let the environmental protection consumers and organizations have attached great importance on. In recent years, all major airlines have begun to pay more attention on environmental protection issues and carry out some eco-friendly projects one after another to assume the social responsibility and enhance the public corporate image. In order to realize to what degree that the domestic consumers will support airline environmental friendly services, this research takes China Airlines as the study subject--- the major domestic airlines adopting most energy efficiency and environmental protection measures and services. The purpose of this study was to determine if there was a correlation between the degree of an individual''s environmental consciousness and that same individual''s cognition of the airline''s environmental services.The study also sought to determine if there was a correlation between the public''s cognition of the airline''s environmental services and support for those same services.
There were four major sections in the questionnaire: demographic, consumers'' environmental consciousness, consumers'' environmental services cognition toward the airline and the consumers support the airline''s environmental Eco-friendly measurement .The questionnaires were distributed to the customers taking China airline from Taipei to Frankfort and Vienna.The results showed a significant correlation between an individual''s environmental consciousness,cognition of the airline''s environmental services, and support for the airline''s environmental services.
By regression analysis it was shown that cognition of the airline''s environmental services mediates support for those services from people with environmental consciousness.
The study suggests that airlines should develop strategies to improve environmental-friendly services and that this should be highlighted in the airlines'' marketing strategy

摘　　要 I
英文摘要 III
誌謝 V
表目錄 VIII
圖目錄 X
第壹章 緒 論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究問題與限制 3
第四節 研究步驟 4
第貮章 文獻回顧 6
第一節 環保意識 6
第二節 航空公司環保服務 19
第三節 航空公司環保服務認知 31
第四節 航空公司環保服務支持度 33
第五節 消費者環保意識與航空公司環保服務支持度關係 34
第六節 消費者環保意識與航空公司環保服務認知關係 35
第七節 消費者航空環保服務認知與支持度關係 36
第八節 航空公司環保服務認知構面的中介效果 37
第九節 文獻回顧小結 37
第參章 研究方法 39
第一節 研究架構 39
第二節 研究假設 40
第三節 研究對象 41
第四節 研究方法與問卷設計 42
第五節 資料分析方法 49
第六節 問卷預試 51
第肆章 研究結果與分析 53
第一節 樣本結構分析 53
第二節 消費者環保意識之差異分析 55
第三節 消費者環保服務認知之差異分析 65
第四節 消費者環保服務支持度之差異分析 72
第五節 相關分析 81
第六節 迴歸分析 83
第伍章 研究結論與建議 86
第一節 研究結論 86
第二節 研究建議 88
第三節 研究限制與後續研究建議 89
參考文獻 91
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二、 英文文獻 93
附錄一 問卷調查 99

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