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研究生:藍淑梅
研究生(外文):Shu-Mei Lan
論文名稱:結合規範激活模式與計畫行為理論探討台灣民眾海洋環境保護態度與行為意向之研究
論文名稱(外文):The Norm Activation Model and the Theory of Planned Behavior Approach to Attitude and Behavior Intention Regarding Marine Environmental Protection in Taiwan
指導教授:林永清林永清引用關係
指導教授(外文):Dr.Yeong-Ching Lin
口試委員:吳國清陳甦彰
口試委員(外文):Dr.Kuo-Ching WuDr. Su-Chang Chen
口試日期:2019-06-19
學位類別:碩士
校院名稱:國立澎湖科技大學
系所名稱:行銷與物流管理系服務業經營管理碩士在職專班
學門:民生學門
學類:其他民生學類
論文種類:學術論文
論文出版年:2019
畢業學年度:107
語文別:中文
論文頁數:119
中文關鍵詞:海洋環境保護計畫行為理論規範激活模式
外文關鍵詞:Marine environmental protectionTheory of Planned BehaviorNorm Activation Model
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海洋是人類食物的重要來源,海洋可以為人類提供綠色能源,海洋是水上運輸的重要通道,海洋為我們生活、生產帶來很多益處。但這幾年因海洋環境的被破壞、過度及不當的捕撈使得海洋資源逐漸匱乏、漁獲量逐漸減少,這些衝擊讓海洋環境保護觀念更顯重要,海洋環境保護影響著往後海洋的永續發展,可說是一項重要且值得探討的課題。本研究從計畫行為理論、規範激活模式觀點,探討台灣民眾海洋環境保護態度與行為意向影響因素。主要研究目的旨在探討台灣民眾海洋環境關注對態度、行為意向的影響;分析台灣民眾海洋環境保護主觀規範、知覺行為控制、態度與行為意向、個人規範、結果知覺、責任歸屬間的關係;驗證政府政策對海洋環境保護態度與行為意向關係的干擾效果。本研究以台灣民眾為研究母體,採群集取樣進行網路問卷調查,共回收有效問卷530份。研究結論如下:一、台灣民眾「海洋環境關注」會正向顯著影響海洋環境保護「態度」,進而對「行為意向」有正向顯著影響,另外,「海洋環境關注」對「行為意向」有正向顯著的影響;二、海洋環境保護「結果知覺」與「責任歸屬」對「個人規範」有正向顯著影響,另外,海洋環境保護「結果知覺」對「責任歸屬」有正向顯著影響;三、台灣民眾海洋環境保護「主觀規範」、「知覺行為控制」不會對海洋環境保護「態度」產生影響;海洋環境保護「個人規範」則會對「態度」有正向顯著影響;四、政府海洋環境保護「政策」對海洋環境保護「態度」與「行為意向」關係有干擾效果。具體建議政府環保相關單位,更應該針對政策面進行落實並重視海洋環境保護態度的形塑,讓民眾感受到深刻的正向印象,才能夠有效地提升民眾對海洋環境保護的行為意向,達到落實防治海洋污染、維護海洋生態,讓海洋環境能永續利用與發展。
The ocean is a very important source of human food. In recent years, the marine environment was destroyed. Excessive and improper fishing made marine resources scarce increasingly. It caused yield of catch is gradually decreasing. The issue is closely related to people's activities. It is an important and worthy topic to investigate.The study discussed the factors affecting the marine environmental protection attitude and behavior intention for Penghu residents from the study of planning behavior and normative activation theory. The main purpose of this study is to explore the impact of marine environment concerns of Taiwan resident on attitudes and behavioral intentions To analyze the correlation between subjective norms of marine environmental protection, behavioral control of attitudes, intentions between attitudes and behavioral, awareness of consequences, attribution of responsibility, and personal norms of Taiwan resident. And also to verify the interference effect of government policies on the relationship between marine environmental protection attitudes and Behavioral intentions.This study intended to use residents of Taiwan as the research matrix and used the cluster sampling to conduct online questionnaire survey. and a total of 530 questionnaires were collected for collation. The major results were as follows: 1. the concern of the marine environment has a positive and significant impact on attitudes, and significant impact on the behavior intention; 2. the marine environmental protection awareness of consequences and attribution of responsibility has a positive and significant impact on personal norms,and the marine environmental protection for awareness of consequences has positive and significant impact on attribution of responsibility; 3. the subjective norm and behavior control of marine environmental protection has a positive and significant impact on attitude; the personal norms of marine environment protection has a positive and significant impact on attitude; 4. the policy of marine environmental protection has significant interference effects between marine environmental protection attitudes and behavioral intentions. Relevant government environmental agencies should more focus on implement policy and attitude on marine environmental protection. To embrave people more deeply positive impression can effectively improve people's behavioral intentions for marine environmental protection that’s able to take effect both prevention and control of marine pollution, and also protect marine ecology. Marine environment will be sustainable and developed.
目錄 viii
表目錄 x
圖目錄 xii
第一章 緒論 1
第一節 研究背景與動機 1
第三節 研究問題 3
第四節 研究流程 4
第二章 文獻探討 7
第一節 海洋環境保護 7
第二節 各國海洋環境保護法令探討 8
第三節 相關研究 11
第四節 理論基礎 17
第三章 研究設計與方法 23
第一節 研究架構 23
第二節 研究假設 23
第三節 研究對象與抽樣方法 29
第四節 操作性定義與問卷發展 29
第五節 資料處理方法 35
第四章 統計分析與結果 39
第一節 研究樣本基本結構分析 39
第二節 複選題分析 40
第三節 衡量變數之描述性統計分析 43
第四節 測量模型分析 48
第五節 整體模型分析與研究假設檢定 57
第六節 研究發現與討論 72
第五章 結論與建議 76
第一節 結論 76
第二節 管理意涵與建議 77
第三節 研究限制與未來建議 78
參考文獻 80
附錄-台灣民眾海洋環境保護態度與行為意向影響因素之研究問卷 98

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