綠色實踐咖啡廳綠色屬性與顧客綠色渴望關係之研究

餐旅業綠色概念相關議題日益受到關注，然而有關綠色實踐相關之研究依舊有限。因此，基於認知與情感觀點，本研究旨在探討綠色實踐咖啡廳之綠色屬性與顧客綠色知覺價值、場所依戀與綠色渴望之關係，並進一步探討新環境典範觀對綠色屬性與綠色知覺價值關係之可能調節作用。研究採用立意抽樣法，針對綠色實踐咖啡廳顧客進行問卷，共計回收有效問卷343份。研究資料利用結構方程模式進行假設之驗證。研究結果顯示綠色屬性、綠色知覺價值、場所依戀與綠色渴望變數間具有顯著正向相關；綠色屬性會正向影響綠色知覺價值，而綠色知覺價值會經由場所依戀正向影響綠色渴望；除此，新環境典範觀對綠色屬性與綠色知覺價值關係具有顯著調節作用。研究結果期能增進綠色屬性、綠色知覺價值、場所依戀與綠色渴望關係之了解，以及餐旅業者強化顧客綠色渴望之參考。

關鍵字

綠色屬性；綠色知覺價值；場所依戀；綠色渴望；咖啡廳

並列摘要

Green concepts in the hospitality industry are receiving increasing attention. Therefore, based on cognitive and affective perspectives, this study explores the relationship between green desire and their drivers: green attribute; green perceived value; and place attachment, and the possible moderating effects of the new environmental paradigm on the relationship between green attribute and green perceived value. A purposive sampling method was used to collect data from the customers at a green practice cafe, with 343 valid questionnaires collected. The results show green attribute has a positive effect on green perceived value. Green perceived value can positively influence green desire through place attachment. The new environmental paradigm has a significant moderating effect on the relationship between green attribute and green perceived value. Hopefully, the results will aid understanding of the relationships between the research variables, and can be a reference for hospitality operators for green practice cafe planning and strengthening customers' green desire.

並列關鍵字

green attribute ； green perceived value ； place attachment ； green desire ； cafe

參考文獻

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國際替代計量

綠色實踐咖啡廳綠色屬性與顧客綠色渴望關係之研究

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