從人格特質與態度探討消費者接受汽車共享之可能性

The Influence of Locus of Control and Attitude on Acceptance of Car Sharing

10.6555/JEER.10.2.073

蔡璧如(Pi-Ju Tsai)；丁靖紋(Ching-Wen Ting)；莊苑仙(Yuan-Hsien Chuang)

人格特質 ； 態度 ； 產品服務化 ； 汽車共享 ； 擁有權 ； locus of control ； Attitude ； Product Service System ； Car sharing ； Owners

環境教育研究

10卷2期（2014 / 03 / 01）

73 - 108

繁體中文

「汽車共享」是具體實現「產品服務系統」理念的商業模式。在歐美已發展出多種不同類型的汽車共享制度，其制度的核心在於只提供汽車的「使用權」及相關服務給消費者，而汽車的「所有權」則歸屬於服務提供者。「汽車共享」希望藉由提高汽車使用率來達到減少能源快速耗損等生態問題，並藉此達成綠色消費的主張。本研究從態度與人格特質等消費者心理變數來探討汽車共享制度是否為消費者願意接納的選項。共計發出380份問卷，回收問卷為369份，有效問卷為354份，有效問卷回收率為93.16%。分析結果顯示，年齡較高、態度之行為意向較高、內控人格特質傾向較高的消費者較願意使用汽車共享，也較願意放棄擁有汽車。

Car sharing is the most practical representative of the business model of the Product Service System. Different types of car sharing system have been developing in the Europe and the US. The core concept of the system is that the car sharing provides consumers only with ＂the right of using the cars＂, but the ＂the ownership of the cars＂ belongs to the service providers, not to the consumers. Due to the worsening environmental problems and the change of consumption patterns, it is anticipated that the car sharing system may minimize the problem of fast energy consumption, and may achieve the green consumption spirit by enhancing the effectiveness of car using. In this research, we examined consumers' willing to accept the car sharing from the view of their attitude and personality. Three hundred and eighty questionnaires had been sent, 369 of them was recalled, 354 of them was valid, and the valid rate of recall was 93.16%. The result shows that the elders, the persons with positive attitude, and those who have internals tend to accept the car sharing system. They also show stronger willing to renounce the ownership of cars.

1. 朱瑞玲、楊淑雯(2013)。臺灣民眾的利環境態度與行為：價值觀與罪感的影響。環境教育研究，9(2)，91-129。
   連結：
2. 楊政學、林靖亞(2013)。消費者綠色消費行為意向之研究。明新學報，39(2)，219-232。
   連結：
3. 李盈逸（2009）。汽車共享輕鬆談（下）。取自http://www.artc.org.tw/chinese/03_service/03_02detail.aspx?pid=26
4. 胡憲倫（2005）。推廣綠色消費的另一種思維－以服務代替產品的去物質化概念。取自http://www.ier.org.tw/phpBB2/viewtopic.php?t=790
5. Baines, T. S.,Lightfoot, H. W.,Evans, S.,Neely, A.,Greenough, R.,Peppard, J.,Roy, R.,Shehab, E.,Braganza, A.,Alcock, J. R.,Angus, J. P.,Bastl, M.,Cousens, A.,Irving, P.,Johnson, M.,Kingstion, J.,Lockett, H.,Martinez, V.,Michele, P.(2007).State-of-the-art in product-service systems.Proceedings of the Institution of Mechanical Engineers, Part B: The Journal of Engineering Manufacture,221(10),1543-1552.
6. Balderjahn, I.(1988).Personality variables and environmental attitudes as predictors of ecologically responsible consumption patterns.Journal of Business Research,17(1),51-56.
7. Baron, R. M.,Kenny, D. A.(1986).The moderator-mediator variable distinction in social psychological research: Conceptual, strategic and statistical considerations.Journal of Personality and Social Psychology,51(6),1173-1182.
8. Cavalieri, S.,Pezzotta, G.(2012).Product-service systems engineering: state of the art and research challenges.Computers in Industry,63(4),278-288.
9. Fraj, E.,Martinez, E.(2006).Influence of personality on ecological consumer behaviour.Journal of Consumer Behaviour,5(3),167-181.
10. Gilg, A.,Barr, S.,Ford, N.(2005).Green consumption or sustainable lifestyles? Identifying the sustainable consumer.Futures,37(6),481-504.
11. Hanisch, C.(2000).Is extended producer responsibility effective?.Environmental Science & Technology,34(7),170-175.
12. Hines, J. M.,Hungerford, H. R.,Tomera, A. N.(1987).Analysis and synthesis of research on responsible environmental behavior: a meta-analysis.The Journal of nvironmental Education,18(2),1-8.
13. Hungerford, H. R.,Volk, T. L.(1990).Changing learner behavior through environmental education.The Journal of Environmental Education,21(3),8-21.
14. Kang, M.-J.,Wimmer, R.(2008).Product service systems as systemic cures for obese consumption and production.Journal of Cleaner Production,16(11),1146-1152.
15. Kinnear, T. C.,Taylor, J. R.(1973).The effect of ecological concern on brand perceptions.Journal of Marketing Research,10(2),191-197.
16. Liere, K. D. V.,Dunlap, R. E.(1981).Environmental concern: does it make a difference how it's measured?.Environment and Behavior,13(6),651-676.
17. Loose, W.,Mohr, M.,Nobis, C.(2006).Assessment of the future development of car sharing in germany and related opportunities.Transport Reviews,26(3),365-382.
18. Mandese, J.(1991).New study finds green confusion.Advertising Age,62(45),1-56.
19. Manzini, E.,Vezzoli, C.(2003).A strategic design approach to develop sustainable product service systems: examples taken from the 'environmentally friendly innovation' Italian prize.Journal of Cleaner Production,11(8),851.
20. Matteo(2004).The economics of car-pooling: a survey for europe.Highways-Cost and Regulation in Europe
21. McCarty, J. A.,Shrum, L. J.(2001).The influence of individualism, collectivism, and locus of control on environmental beliefs and behavior.Journal of Public Policy & Marketing,20(1),93-104.
22. Meijkamp, R.(1998).Changing consumer behaviour through eco-efficient services: an empirical study of car sharing in the Netherlands.Business Strategy & the Environment,7(4),234-244.
23. Mont, O.(2004).Institutionalisation of sustainable consumption patterns based on shared use.Ecological Economics,50(1-2),135-153.
24. Prettenthaler, F. E.,Steininger, K. W.(1999).From ownership to service use lifestyle: the potential of car sharing.Ecological Economics,28(3),443.
25. Razecki, D.W.(1982).Attitude: themes and advances.Sunderland, MA:Sinauer.
26. Roberts, J. A.,Bacon, D. R.(1997).Exploring the subtle relationships between environmental concern and ecologically conscious consumer behavior.Journal of Business Research,40(1),79-89.
27. Schrader, U.(1999).Consumer acceptance of eco-efficient services.Greener Management International,25(Spring),105-121.
28. Straughan, R. D.,Roberts, J. A.(1999).Environmental segmentation alternatives: a look at green consumer behavior in the new millennium.The Journal of Consumer Marketing,16(6),558-575.
29. Tukker, A.(2004).Eight types of product–service system: eight ways to sustainability? Experiences from SusProNet.Business Strategy & the Environment,13(4),246-260.
30. Tukker, A.,Tischner, U.(2006).Product-services as a research field: past, present and future. Reflections from a decade of research.Journal of Cleaner Production,14(17),1552-1556.
31. Wang, P. P.,Ming, X. G.,Li, D.,Kong, F. B.,Wang, L.,Wu, Z. Y.(2011).Status review and research strategies on product-service systems.International Journal of Production Research,49(22),6863-6883.
32. Webster, F. E., Jr.(1975).Determining the characteristics of the socially conscious consumer.Journal of Consumer Research,2(3),188-196.
33. Yang, X.,Moore, P.,Pu, J.-S.,Wong, C.-B.(2009).A practical methodology for realizing product service systems for consumer products.Computers & Industrial Engineering,56(1),224-235.
34. 于寧、賴明伸(2000)。綠色消費運動之緣起、現況及未來。環境工程會刊，11(3)，6-15。
35. 王文娟、林俊旭、胡憲倫、溫麗琪、羅時芳(2007)。2006 年行政院環境保護署委託之研究報告2006 年行政院環境保護署委託之研究報告,臺北市:中華民國行政院環境保護署。
36. 李美枝(1991)。社會心理學—理論研究與應用。臺北市:大洋出版社。
37. 李彥儀(1990)。碩士論文(碩士論文)。臺北市，國立政治大學教育研究所。
38. 晏涵文、劉潔心、陳富莉(1992)。臺灣地區高職學生環境知識、態度、行為意向及需求調查。公共衛生，19(1)，50-59。
39. 陳秋澕(1999)。碩士論文(碩士論文)。嘉義市，國立嘉義師範學院國民教育研究所。
40. 黃文彥(2006)。碩士論文(碩士論文)。臺中市，朝陽科技大學保險金融管理系。
41. 黃國彥、翁一峰(1980)。領導方式與人格特質對工人工作滿足的影響。國立政治大學學報，41，45-60。
42. 黃肇義(2004)。國內城市交通發展「汽車共用」的探討。交通論壇，2(3)，52-55。
43. 楊國樞(1981)。中國人的性格與行為：形成與蛻變。中華心理學刊，23(1)，39-55。
44. 謝欣佐(2001)。碩士論文(碩士論文)。臺中市，臺中師範學院環境教育研究所。