以環境意識和計畫行為理論探討大學生環保旅店住宿意願–以國立屏東科技大學為例

Predicting University Students’ Intention to Visit Green Hotel Using Environmental Consciousness and Theory Planned Behavior Model

沈意萍(I-Ping Shen) ； 蘇衍綸(Yen-Lun Su)

《社區永續觀光研究》 2卷1期 (2018/06) Pp. 1-16

https://doi.org/10.6744/SCTS.201806_2(1).0001

摘要

本研究以計畫行為理論為基礎，加入環境意識變項來探討大學生環保旅店住宿意願的影響因子。本研究使用調查法，以國立屏東科技大學日間部四技學生為研究母體，採便利樣本，共回收662 份有效問卷。研究結果顯示，屏科大學生的環境認知、態度、主觀規範和知覺行為控制對環保旅店的住宿意願有顯著正向的影響。環境認知、態度、主觀規範和知覺行為控制等四個自變項對效標變項環保旅店住宿意願的聯合解釋變異量為60%，其中態度具有最佳的預測力，依序為知覺行為控制、主觀規範和環境認知。本研究結果進一步解釋大學生環保旅店住宿意願的影響因子，研究結果可提供旅宿業者擬定綠色行銷策略參考。

關鍵字

環境意識 ； 計畫行為理論 ； 環保旅店 ； 住宿意願

並列摘要

This study aims to develop an extended Theory of Planned Behavior (TPB) research model which includes environmental consciousness to predict university students' intention to visit green hotels. A questionnaire, which was partly based on predictors related to the theory of planned behavior, was designed and distributed; 662 usable responses were collected. Results indicate that participants perceived more than average at means for environmental consciousness, attitude, subjective norms, perceived behavioral control and intention to visit green hotels. The impact of environmental perception, attitude, subjective norms and perceived behavioral control on intention to visit green hotels was significantly positive. Among all predictors, attitude had the highest explanatory power in predicting participants' intention to visit green hotels followed by perceived behavioral control, subjective norms & environmental perception. The study includes discussions on theoretical and managerial implications.

並列關鍵字

Environmental consciousness ； Theory of Planned Behavior ； Green hotel ； Visit intention