- 學位論文
大學校園共享電動滑板車接受程度之研究
The acceptance level of shared e-scooters in college campus
摘要
近年來，全球氣候變遷和環境問題日益嚴重，發展綠色、可持續的交通 運輸系統已成為各國的共同目標。共享電動滑板車以其便捷、低碳的特 點，被視為促進城市可持續交通的潛在解決方案之一。大學校園作為培 養未來社會棟樑的重要場所，在推動環保理念、引領可持續發展方面扮 演著獨特的角色。然而，目前針對校園情境下共享電動滑板車接受度的 實證研究仍相對缺乏，且較少關注環境因素的影響。 過往研究大多採用單一理論模型探討共享運具的接受度，較少使用整合 性的理論框架。延伸型整合科技接受模型(UTAUT2)作為一個綜合性的 理論框架，能夠更全面地解釋消費者對新技術的接受和使用行為。然 而，在校園共享電動滑板車的情境下，UTAUT2 模型的適用性尚未得到 充分驗證。此外，考慮到共享電動滑板車的環保屬性，環境關注因素在 接受度研究中的作用也值得深入探討。 本研究採用偏最小平方結構方程模型(PLS-SEM)，結合敘述性統計和開 放性問題分析，建立一個基於 UTAUT2 並納入環境因素的評估框架。研 究以台灣 96 所大專院校的學生和教職員工為對象，通過網絡問卷收集 數據，最終獲得 574 份有效問卷。 研究結果指出，「習慣」是影響共享電動滑板車接受度最重要的因素， 其次是「便利條件」和「享樂動機」。環境關注程度作為新增構面也表 現出顯著影響。研究建議台灣各大學校園應優先改善便利條件和增強使 用體驗，同時在推廣過程中強調環保理念。本研究為大學校園引入和管 理共享電動滑板車服務提供了理論依據和實務指導，也為未來在更廣泛 的公共領域推廣共享電動滑板車服務提供了有價值的參考。
並列摘要
The escalating global climate crisis has heightened the urgency for sustainable transportation solutions, particularly in urban and campus environments. Shared electric scooters have emerged as a promising micromobility option, offering potential benefits in terms of reduced emissions and improved last-mile connectivity. However, empirical research on the acceptance of these vehicles in university campus settings remains limited, with a notable gap in understanding the role of environmental factors in adoption decisions. This study aims to comprehensively investigate the acceptance of shared electric scooters in university campuses by extending the Unified Theory of Acceptance and Use of Technology (UTAUT2) to include environmental concern factors. The research employs a mixed-method approach, combining quantitative analysis through Partial Least Squares Structural Equation Modeling (PLS-SEM) with descriptive statistics and qualitative analysis of open-ended responses. Data were collected through an online survey distributed to students and staff across 96 higher education institutions in Taiwan. The PLS-SEM analysis revealed that habit was the most significant predictor of shared electric scooter acceptance, followed by facilitating conditions and hedonic motivation. Notably, environmental concern, introduced as a new construct to the UTAUT2 model, demonstrated a significant positive influence on acceptance intentions. Contrary to some previous technology acceptance studies, effort expectancy did not show a significant impact on adoption intentions in this context. Moreover, individual characteristics such as gender, academic status, and prior usage experience did not exhibit significant moderating effects on the relationships between the main constructs and acceptance intentions. The findings suggest that Taiwanese universities should prioritize strategies that focus on developing user habits, improving campus infrastructure to support scooter usage, enhancing the overall user experience, and emphasizing environmental benefits in their promotion efforts. Specifically, universities should consider implementing loyalty programs to encourage repeated use, invest in dedicated parking areas and charging stations, organize engaging promotional events, and integrate environmental education into their scooter-sharing initiatives. This research contributes to the theoretical understanding of shared electric scooter acceptance in campus settings by validating an extended UTAUT2 model and highlighting the role of environmental factors. It also provides practical implications for university administrators and micromobility service providers in implementing and managing shared electric scooter services effectively. Future research directions could include longitudinal studies to examine changes in acceptance over time, cross-cultural comparisons to explore the generalizability of findings, and investigation of the potential spillover effects of campus scooter usage on broader urban mobility patterns. Limitations of the study, such as the focus on a single country and the cross-sectional nature of the data, are acknowledged and discussed.