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研究生(外文):LEE MING YAN
論文名稱(外文):A Study of Consumer’s Willingness to Use E-scooter Sharing-A Case of Kuala Lumpur City
外文關鍵詞:Theory of Planned BehaviorGovernment PolicyPerceived Green Value
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本研究目的在探討吉隆坡市消費者對於共享電動滑板車之運具的使用意願,以了解消費者對於使用共享電動滑板車所考慮的相關因素。主要採用計劃行為理論(Theory of Planned Behaviour, TPB) 為理論依據,並加入了政府政策及感知綠色價值等兩個構面做為擴展的構面。本研究採用問卷調查法來蒐集資料,針對吉隆坡市的民眾為調查對象,共發放273份,結果回收248份有效問卷。分析結果顯示: 一、政府政策正向影響使用態度; 二、感知綠色價值正向影響使用態度; 三、主觀規範正向影響使用意圖; 研究結論認為若政府政策提供安全的共享電動滑板車的停車地點、自行車道和良好的路面設計會增強消費者使用共享電動滑板車的意願。此外,消費者會因為能減少碳排放、低耗能和城市交通解決方案等因素而願意使用共享電動滑板車。最後,對消費者來說重要的人願意支持他使用共享電動滑板車,將會提高消費者的使用意願。
The aim of this study was to explore the willingness of consumers in Kuala Lumpur to use shared electric scooters as a mode of transportation, in order to understand the relevant factors considered by consumers when using shared electric scooters. The study was primarily based on the Theory of Planned Behaviour (TPB), and two additional constructs, government policy and perceived green value, were incorporated as extension factors. A questionnaire survey method was employed to collect data from the general public in Kuala Lumpur, with a total of 273 questionnaires distributed and 248 valid responses received. The analysis results revealed the following: 1) Government policy positively influenced attitude towards usage; 2) Perceived green value positively influenced attitude towards usage; and 3) Subjective norm positively influenced usage intention. The study concluded that providing secure parking facilities for shared electric scooters, designated bicycle lanes, and well-designed road infrastructure through government policies would enhance consumers' willingness to use shared electric scooters. Additionally, consumers were willing to use shared electric scooters due to factors such as reducing carbon emissions, low energy consumption, and contributing to urban transportation solutions. Lastly, the support of important individuals in the consumer's social circle would increase their willingness to use shared electric scooters.
摘要 I
Abstract II
目錄 III
圖目錄 VII
第1章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究範圍與對象 3
1.4 研究流程 4
第2章 吉隆坡市共享滑板車介紹 5
2.1 共享電動滑板車之發展 5
2.2 吉隆坡共享滑板車概述 5
第3章 文獻回顧及假設 14
3.1 共享經濟的發展與定義 14
3.2 計畫行為理論(Theory of Planned Behavior, TPB) 17
3.3 計劃行為理論相關研究之應用 18
3.4 政府政策 (Government Policy) 25
3.4.1 政府政策之定義 25
3.4.2 政府政策之相關研究 26
3.5 感知綠色價值 (Perceived Green Value) 27
3.5.1 感知綠色價值之定義 27
3.5.2 感知綠色價值之構面 28
3.5.3 感知綠色價值之相關研究 29
3.6 小結 30
第4章 研究方法 31
4.1 研究架構 31
4.2 研究假設 32
4.2.1 感知綠色價值對行為意向之關係 32
4.2.2 政府政策對行為意向之關係 32
4.2.3 態度對行為意向之關係 33
4.2.4 主觀規範對行為意向之關係 34
4.2.5 感知行為控制對行為意向之關係 34
4.3 問卷設計 35
4.3.1 個人基本資料 36
4.3.2 共享電動滑板車行為調查 36
4.3.3 態度 (Attitude) 37
4.3.4 主觀規範 (Subjective Norm) 38
4.3.5 感知行為控制 (Perceived Behavioral Control) 38
4.3.6 行為意向 (Behavioral Intention) 39
4.3.7 政府政策 (Government Policy) 39
4.3.8 感知綠色價值 (Perceived Green Value) 40
4.4 資料分析方法 40
4.4.1 敘述性統計分析 40
4.4.2 信度分析 40
4.4.3 驗證性因素分析 (CFA) 41
4.4.4 組成信度、平均變異萃取量及收斂效度分析 41
4.4.5 結構方程式模型 (Structural equation modeling, SEM) 41
4.5 小結 42
第5章 研究結果 43
5.1 敘述性統計分析 43
5.1.1 樣本特性分析 43
5.1.2 變數特性分析 50
5.2 信度分析 56
5.3 驗證性因素分析 (CFA) 57
5.3.1 態度CFA分析 58
5.3.2 主觀規範CFA分析 59
5.3.3 感知行為控制CFA分析 60
5.3.4 行為意向CFA分析 61
5.3.5 政府政策CFA分析 62
5.3.6 感知綠色價值CFA分析 63
5.3.7 計劃行為理論驗證性因素分析 64
5.3.8 模型建構及修正 65
5.4 收斂效度分析 66
5.5 區別效度分析 67
5.6 結構方程式模型分析 68
5.6.1 感知綠色價值對態度之影響 70
5.6.2 感知綠色價值對於行爲意向之影響 70
5.6.3 政府政策對於態度之影響 70
5.6.4 政府政策對於行爲意向之影響 70
5.6.5 態度對行爲意向之影響 70
5.6.6 主觀規範對於行爲意向之影響 70
5.6.7 感知行爲控制對於行爲意向之影響 70
第6章 結論與建議 71
6.1 結論 71
6.1.1 消費者背景資料分析 71
6.1.2 計劃行為理論、政府政策與感知綠色價值的關係 71
6.2 研究貢獻 73
6.3 建議 73
6.4 研究限制 74
6.5 未來研究建議 75
參考文獻 76
附錄2 研究問卷(英文版) 88

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