微笑單車使用者屬性、知覺價值及綠色意象對使用滿意度之影響

The Effects of User's Attribute, Perceived Value, and Green Image on Usage Satisfaction of YouBike

陳欽雨(Chin-Yeu Chen) ； 洪光宗(Guang-Chu Hung) ； 王重傑(Chung-Chieh Wang)

《運動與遊憩研究》 10卷1期 (2015/09) Pp. 36-56

https://doi.org/10.29423/JSRR.201509_10(1).0003

摘要

目前各地方政府正積極推廣微笑單車，期能達成推廣運動及節能減碳目標。藉由使用者實際的騎乘經驗，會產生特定的知覺價值及綠色意象，此對民眾是否選擇騎乘及再次使用是相當重要的。因此，本研究以國內微笑單車使用者為研究對象，採用問卷調查法，以便利抽樣方式取得570份有效樣本，採用假說檢定方式，驗證不同使用者特性對知覺價值、綠色意象及使用滿意度的差異影響，並分析使用者的知覺價值、綠色意象與使用滿意度的關聯影響。研究發現不同年齡及月收入之使用者對微笑單車之知覺價值、綠色意象及使用滿意度看法有顯著差異，進一步分析得知隨著使用者年齡及月收入愈高，對於各變項的評價有增強之傾向。此外，使用者對於微笑單車之知覺價值及綠色意象均會正向顯著影響使用滿意度，且使用者對於微笑單車之綠色意象也會正向影響知覺價值；意即使用者對微笑單車之綠色意象愈趨正面，透過知覺價值的連結，更能有效提昇使用滿意度。研究結果可作為各縣市導入微笑單車服務之參考。

關鍵字

微笑單車 ； 知覺價值 ； 綠色意象 ； 使用滿意度

並列摘要

Currently a few of local governments are promoting to use YouBike so as to achieve the goals of energy saving and carbon reduction. By means of user's actual riding experience, users will have a particular perception of value and green image which is important for people to select riding a bike and repeat applying it. Hence, this study chooses the YouBike users as targets and adopts questionnaire survey to gather data. There are 570 effective samples collected by using convenient sampling method. The hypothesis test is adopted to examine the discrepancy effects of user's attribute on perceived value, green image and usage satisfaction, and to explore the interrelated effects among the mentioned variables. The findings reveal that there are discrepancy effects of user's attribute, i.e., as the YouBike user's age and monthly salary increase, their perceived value, green image and usage satisfaction become higher. Besides, both YouBike user's perceived value and green image positive significantly affect usage satisfaction, and their green image also positively influences perceived value of YouBike. In other words, a positive green image of YouBike can link with user's perceived value to effectively promote usage satisfaction. The conclusion can be referenced while implementing YouBike service system in Taiwan.

並列關鍵字

YouBike ； perceived value ； green image ； usage satisfaction

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