環境保護與人類生活有很重要的相關性，無論現在或是未來，人類對於環境所造成的問題最終都會演變成為人類必須面臨的災害。環境保護活動在全球已經推行多年，許多國家對環境與經濟發展問題一直尋求平衡點，愛護環境並非單一國家之事，而是生活在地球的大眾都須面對及解決的課題。在日常生活中人們以最簡單的方式即可降低對環境負面的影響，如降低垃圾製造、做好資源回收（Resource Recycling）及垃圾分類等動作，這些看似容易的行為卻可形成廣大愛護地球的力量，對後代子孫生活品質的影響更是重要。 3D的發展有助於環境保護議題的真實性呈現，本研究針對環境保護宣傳議題，製作一部3D環保影片並以歸因理論(Attribution Theory)為基礎來探討影響使用者使用該3D環保影片的行為意向，以有利於3D環保廣告的推行。本研究透過問卷調查來了解使用者的認知歸因(Perceived Locus Of Causality; PLOC)，在144份有效樣本下，分析結果顯示「行為意向」會受到「內在PLOC」、「外在PLOC」、及「態度」的正向影響;「態度」也受到「內在PLOC」、「外在PLOC」的正向影響;此外，「衝突PLOC」對於「行為意向」與「態度」則是負向的影響。 Environmental protection and human life have important relationship. Either now or in the future, the destroyed environment can bring the human disasters ultimately. The activities of environmental protection have been implemented for many years in the world. Many countries tried to seek the balance between environmental protection and economic development. The responsibility of environmental protection is needed for each people in the world. In our life, there are many simple ways to reduce the negative impact on our environment, such as reducing waste production, the resource recovery and waste classification activities. Above behavior can form the strengthened power to protect the environment for the life quality of our descendants. The developments of 3D benefit for publicizing the environmental protection with a life way. This study designed a 3D advertising of environmental protection and explored the continued intention of the audiences based on the attribution theory. By the survey methodology, this study analyzed 144 questionnaires. The results showed the ＂internal PLOC＂, ＂external PLOC＂, and attitude impacted the ＂behavioral intention.＂ Similarly, the ＂internal PLOC＂ and ＂external PLOC＂ impacted the attitude. Oppositely, the ＂Identified PLOC＂ had negatively impact on the ＂behavioral intention＂and attitude.
