頁籤選單縮合
| 題 名 | 民眾的環保意識與活動特性認知對「螞蟻森林」參與意願之影響=The Impact of the Public's Environmental Awareness and Their Cognition towards the Characteristics of "Ant Forest" on the Willingness to Participate |
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| 作 者 | 趙望如; | 書刊名 | 傳播與發展學報 |
| 卷 期 | 36 2021.12[民110.12] |
| 頁 次 | 頁52-65+67 |
| 分類號 | 445.9 |
| 關鍵詞 | 活動特性認知; 參與意願; 線上環保活動; 螞蟻森林; 環保意識; Cognition of activity characteristics; Willingness to participate; Online environmental activities; Ant Forest; Environmental awareness; |
| 語 文 | 中文(Chinese) |
| DOI | 10.6544/JCD.202112_(36).0004 |
| 中文摘要 | 過去數十年,自然災害頻發,各國政府提倡民眾保護環境。阿里巴巴在支付寶平臺打造了「螞蟻森林」線上環保活動,該活動對於環境保護取得了良好成效。本研究先以民眾之人口特性,理解不同人對於「螞蟻森林」參與意願的差異,再來探討民眾的環保意識和對「螞蟻森林」活動特性的認知,對該活動參與意願的影響。研究者採用網路問卷進行調查,再進行回歸分析。結果顯示,民眾對「螞蟻森林」的活動特性認知是最能觸動他們對於該活動參與意願的因素。活動特性認知會正向且強烈地影響民眾對於「螞蟻森林」活動的參與意願;環保行為的態度會正向影響民眾對於「螞蟻森林」的參與意願;環保責任會負向影響其對「螞蟻森林」的參與意願;環保價值觀對該活動參與意願無顯著影響。就人口變項而言,參與過「螞蟻森林」的民眾相較於沒有參與過的人群,對於「螞蟻森林」今後的參與意願更高;民眾對該活動的參與意願,不會因性別、年齡、居住地、學歷、月收入的不同而產生差異。 |
| 英文摘要 | In the past few decades, with natural disasters occurred frequently, governments of several countries have advocated the protection of the environment. Alibaba Group has created an online environmental protection activity named "Ant Forest" on the Alipay platform, which has achieved good results in environmental protection. This study first investigated the demographic characteristics of people to understand the differences among their willingness to participate in the "Ant Forest". Then, the study further discussed how people's environmental awareness and their cognition of the activity characteristics affect their willingness for participation. This study used online questionnaires to get the responses firstly and adopted regression analysis to inquire into the responses. The results showed that the public's cognition of the characteristics of the "Ant Forest" is the factor that mostly affects their willingness to participate in this activity. Cognition of activity characteristics will positively and strongly affect people's willingness to participate in "Ant Forest". Attitudes towards environmental protection behaviors will positively affect people's willingness to participate in "Ant Forest" as well. However, environmental responsibility will negatively affect people's willingness to participate in this activity. Also, environmental values have shown no significant impact on this activity's willingness to participate. In terms of demographic variables, people who have participated in the "Ant Forest" have a higher willingness to participate in this activity in the future than those who have not participated before. People's willingness to participate in this activity will not be affected by gender, age, differences in residence, education, and monthly income. |
本系統中英文摘要資訊取自各篇刊載內容。