臺灣博碩士論文加值系統

當全世界的旅行社面臨全球暖化，氣候變遷的議題時，旅行社應善盡低碳企業社會責任(CSR)或企業社會環境責任(CSER)，已無爭議，然而那些因素影響著旅行社的實踐?進而能鼓勵業者朝著這個目標邁進，應該是政府、旅行業專業組織、以致於旅行社經營者個人應關切的重點。為此，本研究為了採用Ajzen所提出的計畫行為理論檢驗模式中各『態度』、『主觀規範』、『知覺行為控制』與對台北都會區旅行社業者執行減碳CSER的意念的關聯性之重要變數與其間之因果關係。本研究透過便利抽樣方式,透過旅行業者的社群網絡，邀請台北市及新北市之旅行社業者參與本研究之資料搜集，共計回收250份有效問卷，並利用結構方程式(SEM)進行實證性研究。研究結果顯示：
旅遊業者對執行減碳CSER的意念，是正向顯著性影響旅行社在這方面的行為表現。對執行低碳CESR之『知覺行為控制(PBC)』、以及所抱持的『態度』，亦正向顯著性影響旅行社之行為表現。執行低碳CESR的『主觀規範』對於執行減碳CSER的行為意圖雖無直接顯著性的影響，但卻透過旅遊業者的『態度』為中介，進而影響其於其執行低碳『行為意圖』。特別值得一提的是，『知覺行為控制(PBC)』經本研究細分成二部分後發現，對執行低碳CSR之『知覺行為控制(PBC)(難易度) 』會直接且顯著地影響著其執行減碳CSER的『行為』及『行為意圖』；而執行減碳CSER之『知覺行為控制(PBC) (能力限制) 』卻透過『知覺行為控制(PBC)(難易度)』的中介效果，影響其『行為意圖』。綜上，TPB理論各因子在本研究有關影響旅行社減碳CSER之行為及行為意圖之因素的架構上具有適用性，且能解釋二者變異量分別達32%及47%（調整後R square值）。
因此，根據以上的研究發現，本研究建議若未來台灣觀光業界和政府要推動台灣地區的低碳永續觀光，應先從讓旅行社業者感受到執行各項旅遊低碳活動的容易性開始，並透過減少業者在執行上的能力限制來源著手；其次，應該是提升旅行社業者對於減碳CSER執行的態度，並可從增加旅行社業者感受到的社會壓力切入，據以強化其執行減碳CSER的正面性、責任性、重要性的感受。

When travel agencies all over the world face global warming, climate change issues， the travel agency should fulfil the Corporate Social Responsibility， is no longer should or should not do, but what to do， and became one of the strategies to the travel agency business。 This study is to understand the impact of Corporate Social Responsibility at low (reduced) carbon tourism factors in northern part of Taiwan travel agency。By using Ajzen''s the Theory of Planned Behavior structural model to examine models of various attitudes，subjective norms, perceived behavioral control are how to relate with the intention of low-carbon CSER。This study through convenient sampling of community networks through the travel industry，inviting Taipei City and New Taipei City''s travel agencies involved in data collection on total recycle 250 valid questionnaires，and use programs (SEM) conducting empirical research。
Research findings:Tourism operators on the implementation of the CSR concept，is being significantly influence travel behaviour in carbon reduction CSER。Implementation of low carbon CSR perceived behavioral control (PBC), and attitudes，is being significantly influencing travel behaviour in carbon reduction CSER。 Implementation of low carbon CSR subjective norms for the implementation of low-carbon CSER behavioral intention，although no direct effect of significantly，but its affect on implementation of low carbon travel CSR seeked to "attitude"，thereby affecting its implementation in its low-carbon "behavioral intention"。Implementation of low carbon CSR perceived behavioral control (PBC) (limits) for performing low-carbon CSER behavioral intentions without direct effect of significant，but its effects of perceived behavioral control (PBC) (degree of difficulty)，thereby affecting its implementation in its low-carbon "behavioral intention"。
If the travel industry and Govenment want to promoting the sustainable low carbon tourism in future, should first let travel agency who feel its esay to execute the low carbon activities and reduced the limitation of how to do。Second，should upgrade the attitude of execute the low carbon CSER and increased the social pressure about CSER that travel agency should work for，that will strengthened the feel of positive，responsibility and importance for tavel agency to execute low carbon CSER。

中文摘要 I
ABSTRACT IV
誌謝 VII
第壹章 緒 論 1
第一節 研究動機與目的 1
第二節 研究重要性 3
第三節 研究範圍與時間 4
第四節 研究流程 6
第貳章 文獻探討 7
第一節 台灣地區旅行業發展現況 7
第二節 企業社會責任 12
第三節 低碳減碳與企業社會責任 26
第四節 計畫行為理論與應用 31
第參章 研究方法 38
第一節 研究架構 38
第二節、研究假設 42
第三節、抽樣方法及調查 43
第四節、研究概念操作 43
第五節 資料分析方法 45
第肆章 研究結果與分析 48
第一節 描述性統計分析結果 48

第二節 因素分析 63
第三節 多元線性迴歸分析 67
第伍章 結論與建議 77
第一節 結論 77
第二節 研究限制與後續研究建議 80
參考文獻 82
附錄一 87

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