臺灣博碩士論文加值系統

近年來因人類過度的開發及使用資源，已衍生出釵h環境問題。釵h民眾開始意識到環保的重要性，提倡環保的聲浪也逐漸提高，各產業亦相繼導入環保相關制度。根據以往的文獻，皆為探討曙U、旅館及生態旅遊等產業的環保市場區隔研究，鮮少探討航空旅客的環保取向，為此，本研究以國內航空旅客為研究對象，並區隔出具有環保意向之集群，以提供航空業者行銷策略的參考。

本研究依據旅客環境行為作為區隔基礎，經集群分析結果將國內旅客分為3個集群，旅客分別命名為「冷漠群」、「基本群」、「熱衷群」，再探討不同旅客集群之間的人口統計變數與其他相關特徵的差異關係。研究結果顯示3個集群中以「熱衷群」在環境行為表現上極為積極，且在環境相關變數上的表現也極具正面，搭乘環保班機及願意接受碳抵銷計劃意願最高，因此建議航空業者可視此集群為目標市場，擬定相關策略來吸引此集群。另外2個集群雖不是主要目標市場，但所佔人數比例皆多，亦不能忽視，故本研究最後將提供3個集群在行銷上的建議。

In recent years, the excessive human development and usage of resources has led to many environmental problems. Many people began to become conscious of the impor-tance of environmental protection, and there is a rise in the promotion of environmental protection, so many industries have also introduced environmental protection-related systems. Past research literature has generally explored the environmental market seg-mentation of industries such as restaurants, hotels, and ecotourism, and few have ex-plored the environmental protection intentions of airline customers. Thus, this study uses domestic airline passengers as research subjects, and differentiates groups with environ-mental protection intentions to serve as a reference for the marketing strategies of airline companies.

This study uses the environmental behavior of customers as the basis for segmenta-tion , and the results of cluster analysis are used to divide domestic travelers into three clusters, which are “hard-cold group,” “basic group,” and “enthusiastic group”. The de-mographic variables among different traveler clusters and the differences in other related features are explored. Research results show that among the three groups, the “enthusias-tic group” is active in the environmental behavior performance, and they are very positive in environment-related variables, such as taking environmentally friendly planes and being most willing to accept carbon offset plans. Thus, it is suggested that airline companies can see this cluster as the target market, to establish related strategies to attract this cluster. Although the other two clusters are not the primary target market, they form a high ratio of the population, so they cannot be overlooked either. Finally, marketing suggestions are proposed for the three clusters.

誌謝 i
摘要 ii
Abstract iii
目錄 iv
圖目錄 vii
表目錄 viii
第一章 緒論 1
1.1研究背景與動機 1
1.2 本研究計畫之目的和重要性 2
1.3 研究對象 2
1.4 研究流程 3
第二章 文獻回顧 5
2.1環境研究相關文獻 5
2.1.1環境知識(Environmental knowledge) 5
2.1.2環境態度(Environmental Attitude) 7
2.1.3環境行為(Environmental Behavior) 8
2.1.4環境情感(Environmental Affection) 12
2.1.5環境責任(Environmental Responsibility) 13
2.1.6環境懷疑(Scepticism towards environmental claims) 13
2.1.7人口統計變項和環境行為 14
2.1.8航空旅客環境相關文獻 17
2.2 市場區隔理論 18
2.2.1 市場區隔之定義 18
2.2.2 市場區隔之區隔變數 19
2.2.3 綠色市場區隔相關研究 21
2.3 航空環保市場現況 24
2.3.1 航空業對環境的衝擊 24
2.3.2 航空運輸業環保因應措施 25
2.3.3 國內航空業環保作為 26
第三章 研究方法 30
3.1 研究架構 30
3.2 問卷設計 31
3.2.1環境知識 31
3.2.2 環境態度 32
3.2.3 環境行為 32
3.2.4環境責任、環境情感、環境懷疑 34
3.3 問卷發放 35
3.3.1研究樣本選擇及問卷發放 35
3.4 分析方法 35
第四章 資料分析與研究討論 38
4.1 樣本描述 38
4.1.1 受訪者基本資料 38
4.1.2 受訪者環保相關資訊 41
4.2主要環境變數之敘述性統計 43
4.2.1環境知識之敘述統計 43
4.2.2 環境態度之敘述統計 44
4.2.3 環境行為之敘述統計 46
4.2.4 環境情感、環境懷疑、環境責任之統計分析 48
4.3問卷之信度分析 49
4.3.1 因素分析 49
4.3.2環境變項構面之平均分數 58
4.4市場區隔結果與分析 60
4.4.1集群分析(Cluster Analysis) 60
4.4.2區別分析(Discriminant analysis) 61
4.4.3 各集群在環境變數之變異數分析 64
4.5各集群與人口統計變數、搭機特性及未來行為意向之分析 67
4.5.1各集群在人口統計變數之分析 67
4.5.2各集群在搭機特性之分析 70
4.5.3各集群在未來行為意向之交叉分析 70
4.5.4市場區隔之綜合分析 72
4.5.5 研究討論 74
第五章 結論與建議 75
5.1研究結論 75
5.1.1航空旅客環境行為現況 75
5.1.2由環境行為區隔出不同市場類型 75
5.1.3不同集群在人口統計變數與環境變數的差異 75
5.2 行銷建議 77
5.3 研究限制 78
5.4 研究貢獻 79
參考文獻 80
附錄一 86

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