應用APP貼圖以提高大眾運輸系統之綠能感知性與搭乘意願度

Appling App Stickers to Improve Green Energy Perception and Enhance Riding Willingness for the Public Transport System

周聖晉(Sheng-Chin Chou)

指導教授 ： 史茂樟

共同指導教授 ： 詹敦學(Tun-Hsueh Chan)

義守大學/理工學院/土木與生態工程學系/碩士(2015年)

https://doi.org/10.6343/ISU.2015.00073

摘要

全球經濟的快速成長導致石化原料過度使用，地球暖化問題愈趨嚴重，造就了各國對於環保以及節能減碳的觀念急遽成長，節約能源已經成為世界各國主要的議題，名列已開發國家的台灣亦以重視環保及節能減碳為主要施政方向，其中影響空氣品質急劇的交通運輸部門也是主要檢討的項目。
早期政府在交通運輸政策上主要是採用「公路為導向」，資金大都投入公路建設，如此政策形同鼓勵民眾使用運輸效能相對較低的私人運輸系統，造成私人運具的普及化、產生交通相關問題也導致了能源浪費與環境惡化，為解決此等問題，政府開始以「大眾運輸系統為導向」的政策，除了改造內部系統及管理，更加強外部環境營造。此外，強化旅行者對大眾運輸系統感知性的認知，亦也是影響旅行者運具選擇的重要工作，其中提升環保概念感知被視為對大眾運輸系統運量提高助益最大。
感知性改變屬心理層面的改變問題，可藉由多方位的推廣達成感知的提升，本研究利用新近廣為流行之線上貼圖，期能以相較於工程成本低的宣導活動，達到提升對大眾運輸系統之感知性認同，進而增加大眾運輸系統使用量並抑止私人運具用量，創造較高的CP值。研究中共繪製表情、景點、節能三組線上貼圖，並利用問卷方式取得民眾使用貼圖前後搭乘意願之變化狀況及對環保概念感知之影響。
本研究針對網路貼圖對擁擠度、節能、減碳、空汙、綠能、噪音程度等六項感知度進行調查，兩次調查中「強」與「極強」感知相加提升百分比分別為，「降低交通擁擠度(14%)」、「相較私人交通工具節約油料(17%)」、「減少排碳量(22%)」、「減少空氣汙染(20%)」、「永續綠色能源(22%)」、「減少城市間的噪音(20%)」，六項感知度上升比例極高，其調查足以證明網路貼圖可增加民眾對大眾運輸系統綠能感知性。將運具選擇與運輸系統重要度比較發現，大眾運輸工具使用者在節能與綠能效益方面較私人運具使用者多出8%，亦說明提升民眾節能與綠能感知則會提升大眾運輸之使用量。
大眾運輸線上貼圖成本遠低於各種現行提升運量之方案，若能運用得當定能有效提升運量，進而改善民眾對大眾運輸的認知觀感，強化環保概念感知，交通運輸相關單位理應重視並善加運用。

關鍵字

大眾運輸運量 ； 節能減碳 ； 線上貼圖 ； 感知性

並列摘要

Rapid growth of the global economy has led to overuse of petrochemical raw materials so as to worsen the Global warming problem. Therefore, the ideas of environmental protection as well as energy saving and carbon reduction have increased rapidly all over the world. Energy conservation has become a major issue around the world. Ranked developed nations, Taiwan also takes environmental protection as well as energy saving and carbon reduction as the main policy directions. Of all the factor, the transport sector which affects air quality dramatically is also a major review of the project.
"Highway-oriented" transport policy is mainly used by Taiwan government at early stage; therefore, most funding was invested into highway construction. Such policy encourages people to use private transport system with relatively low transport efficiency; brings about the popularity of private transport ; generates traffic-related issues; and leads to energy waste and environmental degradation. In order to solve above problems, Taiwan government begins to implement "transit -oriented" policy to improve transport efficiency. Numbers of Actions were taken to improve the internal system and its management which include construction of high-speed rail and mass rapid transit, reform of train and bus systems, strengthening feeder bus, and introduction of public bicycle (City Bike) and electric motor vehicles with low-carbon emission of facilities. Moreover, focus has also placed on creation of external environment. Systems tended to create a more friendly environment for pedestrian, parking, riding, and waiting. It also combined with community landscape design and promoted the surrounding commercial activity in an attempt to guide more people to use public transport systems. In addition, to strengthen the awareness of traveler perception of public transport system is also an important issue that affects Travelers’ mode selection. Among all the perception factor, enhancing the environmental protection concept of transit systems benefits the largest riding volume increase.
The perception change for transit systems is a kind of psychological level change. It can be reached by multi-faceted promotion to enhance the perception. In this study, the newly widely popular online stickers, which involve less lost in compare with the other improvement methods, are applied to increase people’s perception for public transit systems. As a result, transit’s riding volume can be increased and private transport tends to be restrained so as to create a better CP value. Three groups of online stickers including facial expressions, scenic attractions, energy saving are then created. A questionnaire containing the online sticker is applied to evaluate the change of riding willingness and its influence on the perception of the environmental protection concept before and after the stickers delivered.
In this study, the Likert’s five point ruler is implemented to invest the perception levels for the following six items, traffic congestion, energy saving, carbon emission reduction, air pollution, green energy, noise levels. Analysis have found that the total percentage for “very strong” and “strong” perception levels increase significantly in all six items before and after the using of online stickers. Among them, there are 14% increase in reducing traffic congestion perception, 17% increase in fuel saving perception, 22% increase in carbon reduction perception, 20% increase in air-polution reduction perception, 22% increase in green energy perception, and 20% increase in noise level reduction perception. This survey proves that using on-line stickers have considerable effect on increasing people’s green energy perception for public transit systems. Besides, comparing to passenger car users, 8% more transit users thought that energy saving and green energy conception is important. This also concludes that enhancing the public conception of energy saving and green energy will increase the use of public transit.
The research shows that online stickers appear significantly affecting all six environmental items including the degree of congestion , energy saving, carbon emission reduction, air pollution, green energy, and noise levels, which promote the perception from ordinary level to intensity level of representing sense importance. The survey also proves that people using online stickers can increase their green energy perception of public transport systems.
The cost of public transport online stickers is far less than a variety of current riding volume promotion program. Properly using public transport online stickers can not only increase traffic effectively also create higher CP value than all other existing programs, thereby improving the public perception of public transport awareness and strengthening environmental protection perception. Transportation related authorities should value the positive effect of public transport online stickers and make good use of it.

並列關鍵字

Public transportation volume ； energy saving and carbon reduction ； online sticker ； perception

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