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研究生： 李若彤
Li, Jo-Tung
論文名稱： 朋友的友善環境行為即時訊息對行為之影響
The Effect of Receiving Friends’ Instant Messaging of Pro-Environmental Actions on Corresponding Behavior
指導教授： 王浩全
Wang, Hao-Chuan
曾元琦
Tseng, Yuan-Chi
口試委員: 許有真
Hsu, Yu-Chen
袁千雯
Yuan, Chien-Wen
學位類別： 碩士
Master
系所名稱： 電機資訊學院 - 資訊系統與應用研究所
Institute of Information Systems and Applications
論文出版年： 2019
畢業學年度： 107
語文別： 英文
論文頁數： 170
中文關鍵詞： 友善環境行為 、即時訊息 、朋友社會規範 、計畫行為理論 、自我決定理論
外文關鍵詞： Pro-environmental behavior, Instant messaging, Friend social norms, Theory of planned behavior, Self-determination theory
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    • 近年來友善環境行為被廣泛地宣導，許多實證研究發現透過同儕網絡建立社會規範比資訊性宣導更能夠有效地促進友善環境行為。簡訊服務也經常作為行為改變的媒介，如：運動、戒菸，然而藉由即時訊息為媒介建立朋友社會規範，進而促進友善環境行為仍有待探討。因此，本研究先發展了兩項實驗，探討訊息接收者接收一位朋友的友善環境行為即時訊息以及訊息發送者實行友善環境行為並傳送行為訊息給朋友是否影響個人的相關行為。實驗一發現即使機制不再介入，也能夠提升發送者對於友善環境行為的感知便利度並持續採取行為，但接收友善環境行為訊息無法促進接收者的相關行為，因此推論實踐行為對於促進行為而言有其重要性。實驗二發現介入機制無法促使發送者的友善環境行為動機產生改變，而接收者的外在動機則發生變化，部分接收者表示訊息具有提醒的效果，也更有意圖實行友善環境行為，但行為頻率卻無法提升，這可能代表行為意圖與行為之間存在差距。後又發展實驗三，探討訊息接收者個別接收兩位朋友的友善環境行為即時訊息是否影響其相關行為，發現該介入機制無法促使接收者的友善環境行為動機產生改變，部分接收者提出訪談能夠幫助其對於友善環境行為產生反思，比起介入機制更有影響力。發送者則指出實踐行為後若能有回饋告知行為結果，可能會更願意實行友善環境行為。於所有實驗，接收者與發送者都表示接收或實行的友善環境行為若與個人生活習慣相同可能不具影響力，因此為個人指定非生活習慣之友善環境行為任務或訊息可能是更好的介入方式。綜合上述，本研究提供了如何設計以促進友善環境行為的建議。

    Pro-environmental behavior has been widely promoted nowadays. Many empirical studies support that social norms were established through the peer network can more efficiently promote individual pro‐environmental behavior than informative advocacy. Short message service has been used for behavior change, e.g., physical activity and smoking cessation. However, the phenomenon of instant messaging use as a medium to establish friend social norms for behavior change is not well understood. Therefore, this study aimed to investigate whether the corresponding behaviors of individuals who received a friend's instant messaging of pro-environmental behavior and individuals who took pro-environmental actions and messaged the actions were affected by these two kinds of actions. At first, we conducted two experiments. In Experiment 1, we found that receiving the messages of pro-environmental behavior did not promote the receiver's behavior. Instead, the senders increased in perceived convenience of assigned behavior and continued to perform these actions after the intervention period. These results suggest that performing pro-environmental behaviors has an impact on fostering the behavior. In Experiment 2, the senders did not change in behavioral motivation, while receiving the messages of pro-environmental behavior might affect the receiver's extrinsic motivation. The messages have the effect of reminding the receivers, who were more intentional to take pro-environmental actions. Yet, the frequency of behavior cannot be improved. Thus, there might be a gap between intention and behavior. Later, Experiment 3 was developed to investigate whether the corresponding behaviors of individuals who received two friends’ instant messaging of pro-environmental behavior were affected. We found that the receivers' behavioral motivation did not change. The receivers indicated that interviews could help them reflect and talk about pro-environmental behavior, which was more influential than the intervention. The senders mentioned that people might need feedback to see if their behavior would have any effect, make them more willing to take pro-environmental behavior. In all experiments, the senders and receivers stated that if the pro-environmental actions executed and received in the intervention were the same as their habits, it might not be influential. Assigning the tasks and messages of pro-environmental behavior which are not individual’s habit in the intervention should be considered. In conclusion, the findings of this study help to provide suggestions for designing fostering the pro-environmental behavior.

    摘要 i ABSTRACT ii ACKNOWLEDGEMENT iii CONTENTS iv LIST OF FIGURES ix LIST OF TABLES xi CHAPTER 1 INTRODUCTION 1 1.1 Background 1 1.2 Research Purposes and Questions 2 1.3 Research Design 3 1.4 Research Significance 6 CHAPTER 2 LITERATURE REVIEW 8 2.1 Pro-Environmental Behavior 8 2.2 The Theory of Planned Behavior (TPB) 9 2.3 Self-Determination Theory (SDT) 11 2.4 Social Norms and Friend Social Norms as an Intervention for Behavior Change 14 2.4.1 Social norms as a behavior change intervention 14 2.4.2 Friend social norms as a behavior change intervention 15 2.5 Messaging as an Intervention for Behavior Change 16 2.5.1 Text messaging as a tool for behavior change 16 2.5.2 Instant messaging (IM) 16 CHAPTER 3 EXPERIMENT 1 18 3.1 Methods 18 3.1.1 Pro-environmental task list 18 3.1.2 Measurements 19 3.1.3 Scale validation: Modified pro-environmental behavior scale 20 3.1.4 Participant screening 22 3.1.5 Participants 24 3.1.6 Procedure 24 3.1.7 Data collection 26 3.2 Measurement Findings 27 3.2.1 Receiver 28 3.2.2 Sender 29 3.3 Interview Findings 31 3.3.1 Receiver 31 3.3.2 Sender 33 3.4 Discussion 35 3.4.1 Instant messaging of friend’s pro-environmental actions as an intervention do not work for the receiver, but for the sender 35 3.4.2 The effect of the intervention continues after the intervention period for sender 37 CHAPTER 4 EXPERIMENT 2 38 4.1 Methods 38 4.1.1 Pro-environmental task list 38 4.1.2 Measurements 39 4.1.3 Scale validation: Behavioral regulations in pro-environmental behavior questionnaire 41 4.1.4 Participant screening 43 4.1.5 Participants 44 4.1.6 Procedure 44 4.1.7 Data collection and analysis 47 4.2 Measurement Findings 50 4.2.1 Receiver 50 4.2.2 Sender 52 4.3 Interview Findings 54 4.3.1 Factors contribute to pro-environmental behavior 55 4.3.2 Receiver 60 4.3.3 Sender 68 4.4 Discussion 79 4.4.1 Factors contribute to pro-environmental behavior 79 4.4.2 Receiving friend’s instant messaging of pro-environmental actions has an impact on receiver's behavioral motivation on corresponding behavior 80 4.4.3 Performing and messaging pro-environmental actions do not change sender's behavioral motivation on corresponding behavior 82 4.4.4 Common effects of the intervention on receiver and sender 83 CHAPTER 5 EXPERIMENT 3 85 5.1 Methods 85 5.1.1 Pro-environmental task list 85 5.1.2 Measurements 86 5.1.3 Participant screening 87 5.1.4 Participants 88 5.1.5 Procedure 88 5.1.6 Data collection and analysis 91 5.2 Measurement Findings 94 5.2.1 Receiver 94 5.2.2 Sender 96 5.3 Interview Findings 98 5.3.1 Receiver 98 5.3.2 Sender 106 5.4 Discussion 115 5.4.1 Receiving two friends’ instant messaging of pro-environmental actions does not change receiver's behavioral motivation on corresponding behavior 115 5.4.2 Performing and messaging pro-environmental actions do not change sender's behavioral motivation on corresponding behavior 118 5.4.3 Common effects of the intervention on receiver and sender 120 CHAPTER 6 GENERAL DISCUSSION AND CONCLUSIONS 121 6.1 A Review of the Important Research Findings 121 6.2 Implications of the Study 125 6.3 Limitations and Future Research 127 REFERENCE 129 APPENDIX A - Modified Pro-Environmental Behavior Scale 140 APPENDIX B - Behavioral Regulations in Pro-Environmental Behavior Questionnaire 149 APPENDIX C - Receiver's Reflections on Receiving Friend’s Messages of Pro-Environmental Actions Just Right After Intervention Period 151 APPENDIX D - Effects of the Intervention on Receiver Two Weeks After Intervention Period in Experiment 2 153 APPENDIX E - Sender’s Reflections on Sending the Messages of Pro-Environmental Actions Just Right After Intervention Period in Experiment 2 155 APPENDIX F - Sender’s Reflections on Performing Pro-Environmental Behavior Just Right After Intervention Period in Experiment 2 157 APPENDIX G - Effects of the Intervention on Sender Two Weeks After Intervention Period in Experiment 2 159 APPENDIX H - Receiver's Reflections on Receiving Two Friends’ Messages of Pro-Environmental Actions Just Right After Intervention Period 161 APPENDIX I - Effects of the Intervention on Receiver Two Weeks After Intervention Period in Experiment 3 163 APPENDIX J - Sender’s Reflections on Sending the Messages of Pro-Environmental Actions Just Right After Intervention Period in Experiment 3 165 APPENDIX K - Sender’s Reflections on Performing Pro-Environmental Behavior Just Right After Intervention Period in Experiment 3 167 APPENDIX L - Effects of the Intervention on Sender Two Weeks After Intervention Period in Experiment 3 169

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