安全行銷對物流作業影響之研究－－以臺灣自由貿易港區為例

Evaluating the Effects of Safety Marketing on Logistics Operation in Taiwan Free Trade Port Zones

本研究目的為進行臺灣地區海港自由貿易港區內物流業者之安全行銷對於內部員工安全態度及組織安全氣候與員工安全行為影響之研究。經由探索式因素分析將各安全相關構面進行分類，安全行銷經由因素分析可萃取出四個因素構面為安全因素，分別為「安全推廣」、「安全通路」、「安全溝通」及「安全提案」。在安全氣候方面亦可萃取出四個因素構面，分別為「安全教育」、「安全規範」、「安全關注」及「安全資訊」。再使用結構方程模式的建置，探討安全行銷對於安全氣候、安全態度及員工安全行為之影響。研究結果顯示安全行銷對於安全氣候、安全態度具有正向顯著的影響，但對於員工安全行為則無直接影響效果，需藉由安全氣候與安全態度認知的建立方能對於員工安全行為產生影響。

The purpose of this research aims at evaluating the effects of logistic service providers, (LSPs,) safety marketing on their employees, safety attitude, companies, safety climate, and employees, safety behavior in Taiwan Free Trade Port Zones (FTPZs). Exploratory factor analysis technique is initially utilized to classify a number of 21 safety-marketing variables of the LSPs into four dimensions, including safety education, safety regulation, safety attention, and safety information. The structural equation modeling technique is then employed to examine the effects of LSPs, safety marketing on companies, safety climate, employees, safety attitude and their safety behavior. Results revealed that LSPs, safety marketing has a positive effect on companies, safety climate, their employees, safety attitude, while it also shows a nonsignificant effect between LSPs, safety marketing and their employee, safety behavior. Furthermore, companies, safety climate also shows a positive effect both on their employees, safety attitude and safety behavior. Finally, LSPs employees, safety attitude is also found to have a positive influence on their employees, safety behavior. Theoretical and managerial implications from the research findings are discussed and strategies to promote LSPs, safety marketing to employees of logistics operations in Taiwan Free Trade Zones are suggested.