隨著時代的變遷，人口的成長與經濟的蓬勃發展，使得環境議題和環保意識高漲。而隨著時間改變的除了環境問題還有就是科技的進步，智慧型手機的普及促使社群網站盛行。因此，本研究主要聚焦在社群網站情境中之親環境行為及其前置因素。目的為探討自我提升與親環境行為之關係、社交提升與公共親環境行為之關係以及反應效能是否存在調節作用。本研究採用問卷調查法，問卷發放之對象為曾在社群網站Facebook上看過有關環境或環保資訊的用戶。研究結果顯示，自我提升對親環境行為、社交提升對公共親環境行為皆呈正向顯著影響。當以反應效能為調節變數時，其在自我提升、社交提升與公共親環境行為之間皆有正向顯著的調節作用，並且在社交提升與公共親環境行為之間更為顯著。

With the changes of the times, the growth of the population and the vigorous development of the economy have made environmental issues and environmental awareness high. In addition to environmental issues, there are technological advances that change over time. The popularity of smart phones has prompted the popularity of social networking sites. Therefore, this study focuses on the pro-environmental behavior and its pre-factors in the context of social networking sites. The purpose is to explore the relationship between self-enhancement and pro-environmental behavior, the relationship between social-enhancement and public-environmental behavior, and whether there is a moderating effect of response efficiency on the above mentioned relationships. This study used a questionnaire survey. The questionnaire was distributed to users who had seen environmental or environmental information on the social networking site Facebook. The results of the study show that self-enhancement has a positive and significant impact on pro-environmental behavior and social-enhancement on public-environmental behavior. When the response efficiency is the moderator variable, it has a positive and significant adjustment between self-enhancement, social-enhancement and public-environmental behavior, and is more significant between social-enhancement and public-environmental behavior.

第壹章　緒論	1
第一節  研究背景與動機	1
第二節  研究目的與問題	3
第三節  預期之貢獻	4
第四節  論文架構	5
第貳章　文獻探討	6
第一節　親環境行為 (Pro-environmental Behavior)	6
第二節　自我動機 (Self-motives)	9
一、 自我提升 (Self-enhancement)	9
第三節　社交動機 (Social-motives)	12
一、 社交提升 (Social-enhancement)	12
第四節　反應效能 (Response Efficacy)	14
第參章　研究設計與方法	15
第一節　研究架構	15
第二節　假說推導	16
第三節　研究變數衡量與問卷前測	20
一、 親環境行為	20
二、 自我提升	20
三、 社交提升	20
四、 反應效能	21
第四節　研究對象與問卷收集方法	22
第五節　資料分析方法	24
第肆章　實證分析與討論	28
第一節　基本資料分析	28
第二節　敘述性統計分析	30
第三節　信度分析	31
第四節　效度分析	31
第五節　結構方程模式分析	37
第伍章　結論與建議	45
第一節	研究結果與意涵	45
第二節	管理意涵	46
第三節	研究限制與建議	47
參考文獻	49
圖目錄
圖1-4-1 論文架構	5
圖3-1-1 本研究架構圖	15
圖3-4-1 本研究問卷首頁及前言	23
圖4-5-1 結構方程模式之路徑係數	41
圖4-5-2 調節變數之路徑係數	43

表目錄
表3-5-1 配適度指標 	27
表4-1-1 樣本基本資料分析	29
表4-2-1 敘述性統計量表	30
表4-3-1 信度分析	31
表4-4-1 公共親環境行為驗證性因素分析	32
表4-4-2 私人親環境行為驗證性因素分析	33
表4-4-3 自我提升驗證性因素分析	33
表4-4-4 社交提升驗證性因素分析	34
表4-4-5 反應效能驗證性因素分析	34
表4-4-6 區別效度分析	        36
表4-5-1 結構方程模式之衡量分析結果	38
表4-5-2 樣本模型配適度指標檢核表	40
表4-5-3 各個假說之假設結果	41
表4-5-4 調節變數分析結果	43

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