行為意圖如何付諸實踐？探討旅運行為轉變過程裡的中介機制

Translating Behavioral Intention into Action: Mediating Mechanisms in Travel Behavior Change

全球環境已深受溫室氣體的排放所威脅，都市內大量的私人汽車使用則是主因之一。由於交通係為衍生需求，故可透過降低私人汽車使用需求的移動性管理來減少碳排放。移動性管理可分為「硬措施」和「軟措施」，前者倚賴基盤整建或法規制度來調整旅運時間和成本結構，但其成效時常受限於財務或政治考量；而後者則可透過改變個體認知來影響行為，故近年來交通領域對於「軟措施」的探討漸增。因此，對致力於低碳交通環境的規劃者而言，設法釐清旅運行為轉變的心理過程實屬必要。立足於前述之問題意識，本研究嘗試將「計畫行為理論」擴展至「意志性階段」，導入「行動計劃」與「應對計劃」兩項針對行動過程的心理模擬，從而探討旅運者將「行為意圖」付諸行動的中介機制。本研究以臺北市為實證地區，從中招募參與者，最終有121名完成第一階段的行為前測和個人化旅運計畫擬定，以及第二階段的心理量測和行為後測。研究結果顯示，就「行為意圖」對「減少汽車使用」之影響，透過「應對計劃」之中介效果占81％、透過「行動計劃暨應對計劃」之中介效果則占19％；而就「行為意圖」對「增加利環境運具使用」之影響，透過「行動計劃」、「應對計劃」和「行動計劃暨應對計劃」之中介效果分別占49％、41％和9％。由此可知，當旅運者具備構成「應對計劃」之「阻礙預期」和「應對策略」時，便能使「行動計劃」受到輔助而促進行為改變。就都市公共運輸政策意涵而言，僅影響旅運者的行為意圖將不足以提升使用率，還需搭配路線試乘、教育訓練、工作坊的辦理，使其體驗公共運輸，並刺激其開始思考、擘劃屬於己身轉用公共運輸的行動和應對計畫，方能將行為意圖付諸實踐。

The global environment is nowadays severely threatened by greenhouse gas emissions, of which one major source is excessive private car use in urban areas. Considering that travel is a derived demand, mobility management reducing the demand for private car use can lower carbon emissions. Mobility management is typically classified into hard and soft measures. Hard measures adjust the structure of travel time and costs via infrastructure construction or regulatory institution, but financial and political considerations often restrict their performance. Conversely, soft measures influence behavior by changing individuals' cognition and have attracted increasing transportation research interest in recent years. Hence, clarifying the psychological process of travel behavior change is indispensable for planners dedicated to an environment with low-carbon travel. This study extends the theory of planned behavior to a volitional phase by incorporating action planning and coping planning as the mental simulations for action processes and investigates the mediating mechanisms of travelers' translating behavioral intention into action. The 121 participants, recruited from Taipei City, Taiwan, completed a behavioral pre-test and personalized travel plan formulation in the first phase and psychological measurement and a behavioral post-test in the second phase. Analytical results indicate that the mediating effects through ''coping planning'' and ''action planning and coping planning in sequence'' respectively account for 81% and 19% of the influence of behavioral intention on decreasing car use, and that the mediating effects through ''action planning,'' ''coping planning,'' and ''action planning and coping planning in sequence'' respectively represent 49%, 41%, and 9% of the influence of behavioral intention on increasing pro-environmental mode use. Thus, barrier anticipation and coping strategies, both of which constitute coping planning, may aid action planning for travelers, thereby promoting behavior change. A policy implication of this study for urban public transportation is that influencing the behavioral intention of travelers alone may be insufficient to improve the usage rate. This study suggests that the conjunction with holding route trial runs, educational facilitation, and workshops to trigger travelers to think about and formulate action and coping plans could translate behavioral intention into action.