社群打卡如今在消費者日常生活中非常普遍，過去研究打卡行為的文獻主要關注在如何透過在社交媒體打卡來滿足個人的表現需求或聲譽提升，有別以往過去的研究，本研究探討環保活動中的打卡行為，如何影響消費者後續的綠色消費。本研究提出當消費者在環保活動中完成打卡行為後，由於消費者與環境之間的環境心理所有權及環保憑證感增強，而削弱綠色消費。此外本研究探討在環保行為打卡儀式下，打卡照片人數呈現會如何影響後續的綠色消費，以及探討金錢或非金錢兩種不同誘因下，對環保行為打卡儀式與後續綠色消費之間關係的影響。本研究共進行了三個實驗，實驗一探討環保行為打卡儀式對後續綠色消費所帶來的影響，以及檢驗消費者與環境心理所有權及環保憑證感是否為其綠色消費行為背後機制，實驗二探討在環保行為打卡儀式下，打卡照片中的人數呈現會如何影響後續綠色消費的負向效果；實驗三則探討當誘因類型作為干擾因子時，其會如何導致環保行為打卡儀式對綠色消費的負向效果，是否在干擾程度上會呈現不一樣的效果？

根據實驗一的結果，相較於無環保行為打卡儀式的人，有環保行為打卡儀式的人會降低消費者綠色消費的意願，進一步確認可用消費者環境心理所有權與環保憑證感來解釋其後續綠色消費行為。實驗二發現在有環保行為打卡儀式的情境下，相對於個人打卡的人，團體打卡的人會引發較低的環境心理所有權與環保憑證感，因此對後續綠色消費的負向效果將會被削弱。實驗三則顯示給予不同的誘因類型會干擾環保行為打卡儀式對於綠色消費的負向效果，當使用非金錢為誘因時，有環保行為打卡儀式的人相較於無環保行為打卡儀式的人會減少後續綠色消費；當使用金錢為誘因時，環保行為打卡儀式對後續綠色消費的負向效果將會被削弱。本研究最後也提出理論貢獻，並給予行銷人員以及企業在實務上的建議。

Social media check-ins have become highly prevalent in consumers' daily lives. Previous literature on check-in behavior has primarily focused on exploring how check-ins on social media can satisfy individuals' expressive needs or enhance their reputation. Different from such prior studies, this research examines how check-in behavior in environmental protection activities influences consumers' subsequent green consumption. This study proposes that after consumers complete check-in behavior in environmental protection activities, their environmental psychological ownership toward the environment and pro-environmental credentials are strengthened, which in turn weakens their green consumption. In addition, this study explores how the presentation of the number of people in check-in photos (i.e., individual vs. group check-ins photo) affects subsequent green consumption under the context of environmental check-in rituals, as well as how two different incentive types (monetary and non-monetary) impact the relationship between environmental check-in rituals and subsequent green consumption. A total of three experiments were conducted in this study. Experiment 1 investigates the impact of environmental check-in rituals on subsequent green consumption and verifies whether consumers' environmental psychological ownership and pro-environmental credentials serve as the underlying mechanisms for their green consumption behavior. Experiment 2 explores how the presentation of the number of people in check-in photos affects the negative effect of environmental check-in rituals on subsequent green consumption. Experiment 3 examines how incentive types moderates the relationship between environmental check-in rituals on green consumption.

According to the results of Experiment 1, compared with those without engaging in environmental check-in rituals, individuals who participate in environmental check-in rituals show lower willingness for green consumption. It is further confirmed that consumers' environmental psychological ownership and pro-environmental credentials can be used to explain their subsequent green consumption behavior. Experiment 2 demonstrates that compared with people who show their individual check-in, the counter part who show a group of people in their check-in photos exhibit lower levels of environmental psychological ownership and pro-environmental credentials; thus, the negative effect on subsequent green consumption is weakened, no such differences are found. Experiment 3 shows the different incentive types moderate the negative effect of environmental check-in rituals on green consumption. When a non-monetary incentive is used, individuals who engage in environmental check-in rituals show less subsequent green consumption compared with those who do not perform such check-in. When a monetary incentive is used, no such differences are found. Finally, this study puts forward theoretical contributions and provides practical suggestions for marketers and enterprises.

審定書 i
摘要 ii
Abstract iv
目錄 vi
圖次 ix
表次 x
第壹章 緒論 1
第一節 前言 1
第二節 研究背景 1
第三節 研究動機 5
第四節 研究目的與研究問題 7
第五節 研究架構與研究流程 7
第貳章 文獻探討 9
第一節 前言 9
第二節 環保行為打卡儀式 9
第三節 環境心理所有權 24
第四節 環保憑證感 29
第五節 打卡照片人數呈現 40
第六節 誘因類型 47
第七節 小結 55
第參章 研究發展與架構 56
第一節 前言 56
第二節 研究假設與架構 56
第三節 實驗設計建立 63
第四節 小結 64
第肆章 實驗一設計與分析 65
第一節 前言 65
第二節 研究變數操作型定義與衡量 65
第三節 研究流程與問卷設計 71
第四節 實驗一結果分析 73
第五節 小結 80
第伍章 實驗二設計與分析 81
第一節 前言 81
第二節 研究變數操作型定義與衡量 81
第三節 研究設計 85
第四節 實驗二結果分析 86
第五節 小結 93
第陸章 實驗三設計與分析 94
第一節 前言 94
第二節 前測 94
第三節 研究變數操作型定義與衡量 97
第四節 研究流程與問卷設計 99
第五節 實驗三結果分析 100
第六節 小結 106
第柒章 結論與建議 108
第一節 前言 108
第二節 研究結果討論 108
第三節 研究貢獻 111
第四節 研究限制 115
第五節 未來研究與建議 116
第六節 小結 119
參考文獻 121
附錄一 實驗三前測 153
附錄二 實驗一正式問卷(環保行為打卡儀式) 156
附錄三 實驗一正式問卷(無環保行為打卡儀式) 163
附錄四 實驗一正式問卷(轉發文章) 169
附錄五 實驗二正式問卷(環保行為打卡儀式X個人打卡) 176
附錄六 實驗二正式問卷(環保行為打卡儀式X團體打卡) 185
附錄七 實驗三前測正式問卷(金錢誘因X內外在動機) 194
附錄八 實驗三前測正式問卷(非金錢誘因X內外在動機) 197
附錄九 實驗三正式問卷(環保行為打卡儀式X非金錢誘因) 200
附錄十 實驗三正式問卷(環保行為打卡儀式X金錢誘因) 206
附錄十一 實驗三正式問卷(無環保行為打卡儀式X非金錢誘因) 211
附錄十二 實驗三正式問卷(無環保行為打卡儀式X金錢誘因) 216

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