近年來，石化油料的使用造成了很多環境汙染問題的現象。為了改善全球暖化、氣候變遷以及能源使用策略，相關單位執政者致力於發展出環境的永續策略與推廣低碳運輸。例如在交通方面，鼓勵現有私人運具使用者轉換至使用替代能源車輛。轉換購買對環境污染較低的產品(運具)可被歸類為一種慍色消費行為。而在台灣，電動機車近年來被推廣為在都市內替代燃油機車的運具。然而，從台灣現有機車使用者採用電動機車的低比例來看，電動機車在台灣的發展是遭受到發展的困難。為了瞭解潛在影響消費者不打算轉換使用電動機車的原因，本篇研究以行為推理理論為基礎，探討環境價值觀、使用者願意轉換/不想轉換的理由、態度如何影響轉換的意願。
本研究以現行機車使用者，且居住在台灣都會地區(六都)的人為受測對象。一共採集了293份有效樣本。模式分析方法採用結構方程模式，從結果中主要得出幾項結論: 一、人有環境價值觀並不會影響他們不產生反對換成電動機車的理由；二、想轉換的理由會影響轉換的態度以及意願；三、反對的理由也同樣顯著然而是負面的影響態度及轉換意願，而這部份結果是以前綠色消費研究少被考慮到的部分。在相關後續政策上的建議，根據分析結果，大致上可以從兩個方向推進電動機車的普及: 一、根據贊同理由的項目，推廣及強調換成電動機車的益處；二、根據反對理由的項目，制定可以消弭消費者使用上的障礙跟認知上的風險；三、政府單位在引進新的運輸模式時，應注意的配套措施與城市規劃設計的議題。

For recent years, the use of fossil-fuel leads to serious environmental problems. Concerned for global warming, climate change, and energy-saving issues, policies makers aim to develop sustainable environmental strategies and policies, for example, encouraging people to switch to alternative fuel vehicle (AFV), a kind of green consumption behavior. In Taiwan, the electric scooter is promoted to substitute motorcycle in urban area. However, the adoption rate of electric scooter in Taiwan shows the difficulties of popularizing. To capture existing motorcyclist’s perception and resistance factors, we apply the model of behavioral reasoning theory (BRT) integrating environmental values, reasons, attitude to measure intention of switching to electric scooter.
Questionnaires are distributed to existing motorcyclists living in Taiwan’s urban area by convenience sampling approach. By confirmatory factor analysis (CFA) and structural equation modeling (SEM), we analyze the relationships among environmental values, reasons for/against switching to electric scooter, attitude and intention. After data analysis from 293 valid questionnaires, we get following conclusions. First, people with positive environmental values may also have reasons against switching consumption. And reasons for are positive influential factors to affect switching attitude and intention. Moreover, reasons against switching also show significant impacts on attitudes and intention, and these paths are not considered in former studies. Suggestions for practical policy are classified to two directions: (1) the related policy maker and authority may emphasize the advantages of electric scooter, (2) dedicate to eliminating existing using barriers from the items of reasons constructs, and (3) develop deeper structural review and urban planning.

Chinese
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3. Institute of Transportation (2016). White paper on motorcycle policy. Retrieved from http://www.iot.gov.tw/Modules/Publication/Publication-Details?node=3598166a-c839-4f0d-8beb-33c093e49de0&id=40b33382-06bb-4c86-9c38-2affa9c17e12
4. Environmental Protection Agency of Taichung. Plan of replacing the two-stroke motorcycles and subsidizing low-pollution vehicle. (2014). Retrieved from http://epq.epa.gov.tw/EPQ_ResultDetail.aspx?proj_id=1032150672&recno=&document_id=14294

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