個人道德規範與環境關切對Z世代旅客環保旅館住宿意願影響之研究

The influence of personal moral norm and environment concern on Z generation tourists visit intention to green hotel

文定中(Ting-Chung Wen)

指導教授 ： 吳坤山

淡江大學/商管學院/企業管理學系碩士在職專班/碩士(2020年)

https://doi.org/10.6846/TKU.2020.00392

摘要

本論文以Z世代旅客為研究對象，探討個人道德規範、環境關切、計畫行為模式三主要變項與環保旅館住宿意向之間的關聯性。本論文以立意抽樣方式進行抽樣，共計發出了345份問卷，回收了296份有效樣本，總計有效樣本回收率為85.8%。透過描述性統計、驗證性因素分析、結構方程模型、獨立樣本T檢定與變異數分析等方法來驗證本研究所提出之各項假設，其主要研究結果如下：
1.Z世代旅客對環保旅館的態度對其住宿環保旅館的意向具有顯著的正向影響。
2.主觀規範對Z世代旅客住宿環保旅館的意向具有顯著的正向影響。
3.知覺行為控制對Z世代旅客住宿環保旅館的意向具有顯著的正向影響。
4.主觀規範對Z世代旅客住宿環保旅館的態度具有顯著正向影響。
5.Z世代旅客的個人道德規範對其住宿環保旅館的意向具有顯著的正向影響。
6.Z世代旅客的個人道德規範對其住宿環保旅館的態度具有顯著的正向影響。
7.Z世代旅客對環保旅館的態度在其個人道德規範與住宿環保旅館的意向間具有部分中介效果。
8.Z世代旅客對環保旅館的態度在環境關切與Z世代旅客住宿環保旅館的意向間具有部分中介效果。
9.男性在個人道德規範、環境關切、TPB模式三主要變項與住宿環保旅館意向認同上均顯著低於女性；碩士在學學生在「住宿環保旅館意向」程度上顯著低於大學畢業生的受訪者；就學中的受訪者在「住宿環保旅館意向」程度上顯著低於民營企業的受訪者。

關鍵字

Z世代 ； 環保旅館 ； 個人道德規範 ； 環境關切 ； 計畫行為模式

並列摘要

The purpose of this thesis was to explore the relationships among the personal moral norm, environmental concerns, the theory of planned behavior variables, and visiting intention toward a green hotel of Z-generation tourists. Purposive sampling is applied in the research, a total of 345 questionnaires were distributed, and 296 valid questionnaires were returned, resulting in a return rate of 85.8%. By illustrating the descriptive statistics, confirmatory factor analysis, structural equation modeling, independent sample T test and analysis of variance, the following are the main results of analysis:
1.Z-generation tourists’ attitude towards green hotels has a significant positive impact on their visit intention to green hotels.
2.Subjective norm has a significant positive impact on the Z-generation tourists’ visit intention to green hotels.
3.Perceived behavior control has a significant positive impact on the Z-generation tourists’ visit intention to green hotels.
4.Subjective norm has a significant positive impact on the attitude of Z-generation tourists’ towards visiting green hotels.
5.Z-generation tourists’ personal moral norm has a significant positive impact on their attitude towards visiting green hotels.
6.Z-generation tourists’ personal moral norm has a significant positive impact on their visit intention to green hotels.
7.Z-generation tourists’ attitude towards green hotels has a partial mediating effect between their personal moral norm and visit intention to green hotels.
8.Z-generation tourists’ attitude towards green hotels has a partial mediating effect between their environmental concerns and visit intention to green hotels.
9.Men show significant lower identification on personal moral norm, environmental concerns, the three major variables of TPB, and the visit intention to green hotels than women. The degree of intention to stay in a green hotel of postgraduate students was significantly lower than that of university graduates. The degree of intention to stay in a green hotel was significantly lower for the students than for the private enterprises.

並列關鍵字

Generation Z ； green hotels ； personal moral norm ； environmental concerns ； theory of planned behavior

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