Application of the extended theory of planned behavior model to investigate consumers' intention to engage in low-carbon tourism

以擴充計畫行為理論探討消費者參與低碳旅遊的意願

葉晶雯(Ching-Wen Yeh)

《運動與遊憩研究》 14卷3期 (2020/03) Pp. 94-112

https://doi.org/10.29423/JSRR.202003_14(3).07

摘要

This study examines consumers' intentions to engage in low-carbon tourism by using an extended framework of the theory of planned behavior. In addition to the core variables of the theory of planning behavior, the moral obligation is added to the theoretical model. This goal was achieved by distributing 450 questionnaires to 450 undergraduate students. The valid response rate was 92.4% as 416 valid questionnaires were returned. The research results reveal that: 1. Environmental concerns significantly affect attitude toward, and behavioral intention related to, low-carbon tourism. 2. Attitudes, subjective norms, and perceived behavioral control were found to affect significantly and positively behavioral intention related to low-carbon tourism. 3. Moral obligation had a significant moderating effect on the relationship between attitude and behavioral intention related to low-carbon tourism. 4. Moral obligation had a significant moderating effect on the relationship between perceived behavioral control (PBC) and behavioral intention related to low-carbon tourism. 5. Moral obligation had no significant moderating effect on the relationship between subjective norm and behavioral intention related to low-carbon tourism. We conclude by providing suggestions for improvements in marketing management within tourism industry.

關鍵字

Attitude ； subjective norm ； perceived behavioral control ； moral obligation ； behavioral intention ； low-carbon tourism

並列摘要

本研究旨在應用擴充計畫行為理論來探討消費者參與低碳旅遊的意願，除了計畫行為理論的核心變數外，將道德義務增列至理論模式中。發出450份問卷，回收416份有效問卷，問卷有效回收率92.4%。結果顯示：1.環境關注顯著正向影響消費者對低碳旅遊的態度和行為意圖。2.態度、主觀規範和知覺行為控制對消費者低碳旅遊的行為意圖有顯著正向影響。3.道德義務顯著的調節態度與行為意圖之間的關係。4.道德義務顯著的調節知覺行為控制與行為意圖之間的關係。5.道德義務對主觀規範與行為意圖之間的關係沒有顯著的調節作用。最後，依據研究結果提出服務管理的建議，以供旅遊業者參考。

並列關鍵字

態度 ； 主觀規範 ； 知覺行為控制 ； 道德義務 ； 行為意圖 ； 低碳旅遊

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