臺灣民眾對於氣候變遷看法的受眾分層

An audience segmentation analysis for Taiwanese's view on climate change

人為導致的氣候變遷對於人類社會帶來極大的挑戰，而如何針對不同類型的民眾進行有效的氣候變遷溝通，促使巴黎協定的內容成功達成，成為重要的課題。不少研究透過受眾分層分析，將民眾依照氣候變遷的看法進行分群，以利後續針對不同類型的受眾規劃合適的溝通策略，達到有效的氣候變遷溝通。本研究的研究目的，是使用國際著名的「全球暖化的六個美國」計畫之研究架構，瞭解臺灣民眾的氣候變遷受眾分層情形，並與國際的相關案例進行比較。根據電話調查的結果(N＝1522)，整體來說臺灣民眾有蠻高的氣候變遷意識，而受眾分層的結果，臺灣民眾對於氣候變遷的看法可以分為三群，分別命名為「驚慌組」（佔全體受訪者的47％）、「關心組」（佔全體受訪者的42％）與「慎重組」（佔全體受訪者的11％）。多元迴歸的結果顯示，即使控制了社會人口因子與文化理論後，受眾分層在預測民眾對於氣候變遷的關心程度與投入上，仍具高度解釋力，顯示了受眾分層結果的合理性與重要性。在國際比較上，臺灣的情形與新加坡類似，民眾對於氣候變遷的看法均是分為三組。後續研究可以持續追蹤受眾分層的百分比變化，以瞭解臺灣民眾對於氣候變遷看法在時間上的變遷。

Anthropogenic climate change poses a great challenge to human society. In order to achieve the Paris Agreement goal, it is an important task to communicate with the lay public about climate change issues. Many studies used audience segmentation analysis to classify a targeted population into coherent groups for the purpose of designing effective communication campaigns for different groups. The aim of this study is to perform an audience segmentation analysis of the Taiwanese public based on the framework of ＂Global Warming's Six Americas,＂ and compare the results with international cases. Based on the results of a large-scale telephone survey in 2019 (N=1522), Taiwanese have a high level of climate change awareness, and the results of audience segmentation suggested that, in terms of climate change views, Taiwanese can be classified into three distinct segments: the alarmed (47% of the population), the concerned (42% of the population), and the cautious (11% of the population). The results of multiple regression showed that even controlled for sociodemographic and cultural theory factors, the predictor of segments is still a significant predictor to climate change concern and issue involvement, suggesting that the results of audience segmentation are reasonable and important. Cross-national comparisons suggested that the Taiwanese case is similar to that of the Singaporean case, both having three distinct segments. It is suggested that future studies should conduct similar research over time in order to monitor temporal changes.