臺灣博碩士論文加值系統

世界衛生組織曾表示「心理、生理與社會健康是人類生活中重要的鏈結，且彼此緊密相連」、「但在多數國家，心理健康與心理障礙相較於生理健康多被忽略」。而現今超過40%的國家缺乏心理健康政策，這益發顯示心理疾病在現今社會形成的嚴重問題。英國艾塞克斯大學提出了「green exercise」概念，經過多方研究證實其對於人們生理、尤其是心理效益的增進有顯著成效。
究於過去國內對於「green exercise」的概念尚未起步，本研究期許能成為此領域推動之手，率先完整定義「green exercise」為「綠境運動」，透過「綠境運動三境」闡釋之，並運用方法目的鏈理論為基礎，透過階梯訪談法探討綠境運動族群體驗的內涵與價值。研究結果發現，綠境運動族群所重視的價值為「心靈寧靜感」、「與他人溫暖感」及「成就感」，此與過往國外先進學者研究得出的結果相互呼應。
本研究最後為綠境運動相關產業提出行銷上的建議：在政府機關部門方面，建議參考本研究得出之屬性，在推廣觀光發展同時致力維護自然景觀與環境，讓綠境運動族群得以涉入；在綠境運動相關產業部份，建議結合綠色環保4R的概念，在設備與用品設計行銷上融入元素，來達到實現綠境運動族群心中所隱含的價值。

World Health Organization indicated that “mental, physical and social health are vital strands of life that are closely interwoven and deeply interdependent.” “But in most parts of the world, mental health and mental disorders are not regarded with anything like the same importance as physical health.” And now, more than 40% of countries have no mental health policy which shows a serious social problem. After lots of experiments, the research team in University of Essex presented a concept of “green exercise” that can effectively improve human beings’ mental and physical health.
Because there’s no related research about green exercise in Taiwan, we first define and translate “green exercise” into Chinese. We use three dimensions: environment, conception and mental state to describe how green exercise would be and interview green exercise groups by Means-end chain theory (MEC) and laddering method to approach their experiences and values. We discover that the most important values are “a sense of tranquility,” ”warm relationships with others,” and” a sense of accomplishment.” This result can be discussed as well as those before.
Finally, we suggest some marketing strategies for interrelated companies: For government, according to our attributes, should emphasize on the environment protection and natural resources conservation. For green exercise business, it can be integrated with the marketing and concept of 4R (reuse, reduce, recycle and replace) to meet consumers’ values.

第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 3
第二章 文獻回顧 5
第一節 定義綠境運動 5
第二節 綠境運動相關議題 7
第三節 方法目的鏈 11
第四節 文獻回顧小結 13
第三章 研究方法 14
第一節 研究架構 14
第二節 階梯法 14
第三節 深度訪談法 15
第四節 研究設計 16
第五節 抽樣方法與樣本結構 18
第六節 內容分析法 19
第七節 階層價值圖繪製 22
第四章 研究結果分析 24
第一節 樣本敘述統計分析 24
第二節 綠境運動族群對綠境運動之認知與定義 26
第三節 綠境運動階層圖分析 27
第四節 討論 34
第五章 結論與建議 38
第一節 研究結果與發現 38
第二節 研究意涵與建議 39
第三節 研究貢獻與限制 41
參考文獻 43
附錄
附錄一 48
附錄二 49
附錄三 50
附錄四 51

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