探討綠色學校網站使用者使用現況、動機、滿意度及外在因素對使用者之影響

黃雋(Jean, Huang)

指導教授 ： 王順美

國立臺灣師範大學/理學院/環境教育研究所/碩士(2006年)

摘要

網際網路的時代來臨，綠色學校網站在網際網路亦扮演重要的環境教育傳遞媒體，因此本研究的目的在於瞭解使用者在綠色學校網站的使用現況、動機、滿意度及網站對使用者的後續影響，並進一步瞭解政府及學校單位推動的方式、使用者初始動機不同，與使用者參與綠色學校網站的關聯性。
研究透過網路電子問卷普查，寄送電子郵件通知綠色學校網站的使用者填寫，並擺放連結在綠色學校網站上發送，總共寄出1821份，共回收有效問卷709份。回收的問卷經資料處理及SPSS 11.5軟體的分析討論研究問題，並得到本研究的重要結論如下：
1.綠色學校網站使用者大多分佈在26歲至45歲，絕大多數已經註冊為會員，以國小和國中的行政人員佔絕大多數，並且有將近一半集中在台北縣、桃園縣、台南縣三個縣市。
2.綠色學校網站使用者雖有使用網際網路的習慣，但大多並非對網際網路愛好的族群，平均上網的時間亦較一般上網者低上許多。
3.綠色學校網站使用者大多對網站滿意，主要使用的動機為尋找環境教育相關的訊息，滿意度較高的部份為回應和葉片的鼓勵，及網站的豐富訊息，但使用者也對於提報的時間上感受到壓力，因而不甚滿意。帶給使用者的影響較高為帶給其全校環境教育的認同。
4.綠色學校網站使用者初始動機若因為政府公文，比起其他管道使用者的行為有更多負面的關聯，而初始動機若為透過承辦人員推廣，亦與部份使用者行為有負面的關聯。
5.綠色學校網站使用者的單位若為強制規定的態度，對使用者在網站的行為有負面的關聯，而單位若為鼓勵的態度則沒有此情形。

關鍵字

網際網路 ； 使用與滿足 ； 網路使用動機 ； 網路使用滿意度

並列摘要

As we enter the age of the Internet, the Taiwan Greenschool Partnership Program has come to play a crucial role in the promotion of environmental education. The purpose of this research is to understand the current status of Taiwan Greenschool Partnership Program website users, including their motivation for using the website, satisfaction with the website, and how the website has influenced them. This study also aims to further understand the promotion methods of the government and individual schools, motivating factors among different users, and how users relate to the website.

This research conducted an electronic survey through emails to website users as well as through a website link on which surveys could be filled out and submitted. A total of 1,821 surveys were sent out and 709 effective surveys were returned. The collected data underwent data processing and questions were analyzed using SPSS 11.5 software. The study reached the following significant conclusions:

1.Most users are aged 26 to 45 and nearly all are registered members of the Greenschool website. The majority of users are elementary and junior high school administrative staff, and nearly half are concentrated in the areas of Taipei County, Taoyuan County, and Tainan County.

2.While most Greenschool website users are accustomed to the Internet, they are not avid Internet users and on average spend much less time online compared to most Internet users.

3.Greenschool website users are for the most part satisfied with the website. The primary motivation for using the website is to search for environmental education related information. A higher degree of satisfaction was reported by respondents who had received comments through the website, those who were awarded with Greenschool “leaves,” and those who found a wealth of information on the website. However, one point of dissatisfaction among users was the stress caused by time requirements to submit information. One aspect of the website that left the greatest impression on respondents was their affirmation with the concept of “wholeschool” environmental education.

4.Those users whose initial motivating factor for using the Greenschool website was prompted by government announcements related more negatively to the website than those who were prompted through other channels. A portion of respondents whose initial motivation for using the website was prompted by promotion by a local government promoting agency also related more negatively to the website.

5.Greenschool website users who were required by their institution to participate in the program related more negatively to the website. Users belonging to institutions with a more encouraging attitude did not experience this problem.

並列關鍵字

Internet ； use and gratifications ； nternet using motications ； internet using gratifications

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