利己或者利他？整合品牌利益動機與利環境動機探討電動機車使用行為意圖

Egoistic or Altruistic? Integrating Brand Benefit Motivations and Pro-environmental Motivations to Investigate Behavioral Intention of Electric Scooter Use

隨著氣候異常加劇，人們對環境的保護意識日漸抬頭，運輸服務亦逐漸訴諸利環境功效以促進大眾的使用。然而，個體使用一項帶有利環境結果的運輸產品或服務之動機，除了利環境因素之外，亦可能是為了追求其本身的品牌利益，從而產生利環境行為。為深入探討此現象的心理過程，本研究以「計畫行為理論」作為理論之架構，進一步整合「利環境動機」與「品牌利益動機」的行為意圖決定因素；並以可能同時源自於利環境和品牌利益動機的電動機車Gogoro 使用行為意圖作為實例，發展心理構面的量測並進行問卷調查；繼而透過結構方程模式分析使用行為意圖的產生過程與原因，以檢驗納入品牌利益動機的利環境行為之心理過程。研究結果發現，利環境動機中的「環境知識」雖然顯著地正向影響「環境態度」，但後者並不對「行為意圖」產生影響；再者，品牌利益動機中的「品牌知識」顯著地正向影響「品牌態度」，且後者會繼而增強「行為意圖」；而利環境和品牌利益動機中的兩種「主觀規範」皆不影響「行為意圖」。因此，就電動機車使用行為的促進上，相較於向旅運者訴諸利環境動機，誘發品牌利益動機的策略將更具效果。

The intensification of climate anomalies has led to rising public awareness of environmental protection. Accordingly, transportation service providers are increasingly promoting the positive environmental effects of their services. However, an individual using a transport product or service with pro-environmental results may be motivated not only by its pro-environmental benefits, but also by brand benefits which lead to pro-environmental behaviors. To explore in depth the psychological process of this phenomenon, this study adopts the “theory of planned behavior” as the theoretical framework to further integrate the determinants of behavioral intention in “pro-environmental motivations” and “brand benefit motivations”. The electric scooter Gogoro, whose use behavior may be driven by both pro-environmental and brand benefit motivations, is utilized as the case to develop psychological construct measurement and conduct a questionnaire survey. The generation process of and motivations for behavioral intention of use are analyzed by structural equation modeling. Analytical results indicate that, in the pro-environmental motivations, although “environmental knowledge” significantly positively influenced “environmental attitude”, the latter did not impact “behavioral intention”; in the brand benefit motivations, “brand knowledge” significantly positively influenced “brand attitude” which in turn enhanced “behavioral intention”; and in the pro-environmental and brand benefit motivations, two types of “subjective norms” did not affect “behavioral intention”. Therefore, for promoting electric scooter use, the strategy of inducing brand benefit motivations of travelers would be more effective than resorting to pro-environmental motivations.