影響消費者自行攜帶旅館備品之因素

黃俊榮(CHUN-JUNG HUANG)

指導教授 ： 林建煌

國立中央大學/管理學院/企業管理學系/碩士(2011年)

摘要

近年來台灣旅遊業蓬勃發展，其所產生之廢棄物與造成之環境污染日益嚴重，為能有效降低消費者於旅館住宿時所產生之一次性備品廢棄物數量，本研究希望能夠找出最為有效說服及激勵消費者自行攜帶盥洗用品之方式。
本研究探討旅館價位(高價位/低價位)、備品收費方式(預先收取/預先扣除)、回饋方式(金錢/紅利點數/環保公益)，以及社會規範種類(國家/都市/性別/房間)、屬性框架效應(正面/負面)，對消費者自行攜帶盥洗用品意願的影響，同時並探討個人關聯化程度和環保意識對框架效應影響消費者自行攜帶盥洗用品意願的改變。研究結果顯示：
1.「低價位」的旅館價位相較於「高價位」的旅館價位，會使消費者產生較高的自行攜帶盥洗用品意願。
2.「預先收取」的備品收費方式相較於「預先扣除」的備品收費方式，會使消費者產生較高的自行攜帶盥洗用品意願。
3.「環保公益」的回饋方式相較於「紅利點數」和「金錢」的回饋方式，會使消費者產生較高的自行攜帶盥洗用品意願；而「紅利點數」的回饋方式相較於「金錢」的回饋方式，會使消費者產生較高的自行攜帶盥洗用品意願。
4.在「預先收取」的備品收費方式下，「環保公益」的回饋方式對消費者自行攜帶盥洗用品意願影響顯著大於「金錢」以及「紅利點數」的回饋方式。然而在「預先扣除」的備品收費方式下，這三種回饋方式之間皆沒有顯著差異。
5.「性別」的社會規範相較於「國家」與「房間」的社會規範，會使消費者產生較高的自行攜帶盥洗用品意願。
6.「正面」的屬性框架相較於「負面」的屬性框架，會使消費者產生較高的自行攜帶盥洗用品意願。
7.個人關聯化程度和環保意識在屬性框架效應對於消費者自行攜帶盥洗用品意願影響上具有交互作用。

關鍵字

框架效應 ； 社會規範 ； 綠色旅館

並列摘要

This research discusses how the hotel price (the higher price/the lower price), the way to charge customers for hotel''s supplies (charge in advance/ doesn’t charge in advance), the feedback (money/bonus/environmental charity), the kinds of social norms (country/citizen/sex/guest of particular room) and the framing effect (positive/negative) influence the consumers’ wills to bring their own supplies. This research also discusses the interaction between high personal relevance, environmental protection consciousness, and the consumers’ wills to take along with their own toiletries affected by the framing effect. The result shows that:
1.Compared with the hotel of higher price, the hotel with lower price tends to enhance the consumers’ wills to bring their own supplies.
2.The hotel which charge customers for hotel''s supplies in advance will make consumers have higher wills to bring their own supplies than the hotel which doesn’t charge customers for hotel''s supplies in advance.
3.The feedback with environmental charity make consumers have higher wills to take along with their own toiletries than The feedback with bonus or money; Also the feedback with bonus make consumers have higher wills to bring their own supplies than The feedback with money.
4.When the hotel charge customers for hotel''s supplies in advance, the feedback with environmental charity make consumers have higher wills to bring their own supplies than the feedback with bonus or money. But when the hotel doesn’t charge customers for the hotel''s supplies in advance, the situation above won’t happen.
5.The social norm with sex will make consumers have higher wills to bring their own supplies than the social norm with country or guest of particular room.
6.The positive framing will make consumers have higher wills to bring their own supplies than the negative framing.
7.The high personal relevance and the environmental protection consciousness have the interaction with the consumers’ wills to bring their own supplies affected by the framing effect.

並列關鍵字

framing effect ； social norm ； green hotel

參考文獻

24.Holbrook, Morris B., (1999), “Introduction to Consumer Value,” in Morris B. Holbrook (eds) Consumer Value: A Framework for Analysis and Research, Routledge, New York, 1-28.

1.Bearden, William O. and Michael J. Etzel (1982), “Reference Group Influence on Product and Brand Purchase Decisions,” Journal of Consumer Research, 9 (September), 183–94.

2.Bearden, William O., Richard G. Nettemeyer, and Jesse E. Teel (1989), “Measurement of Consumer Susceptibility to Interpersonal Influence,” Journal of Consumer Research, 15 (March), 473–81.

4.Burnkrant, Robert E. and Alain Cousineau (1975), “Informational and Normative Social Influence in Buyer Behavior,” Journal of Consumer Research, 2 (December), 206–15.

6.Cialdini, Robert B., Carl A. Kallgren, and Raymond R. Reno (1991), “A Focus Theory of Normative Conduct: A Theoretical Refinement and Reevaluation of the Role of Norms in Human Behavior,” in Advances in Experimental Social Psychology, Vol. 24, ed. Leonard Berkowitz, San Diego: Academic Press, 201–34.