隨著對永續發展與企業社會責任等議題的日益關注,環保政策的制定與越來越多的旅館企業正試圖實行各式各樣的環保措施。然而消費者在決定住宿的決策問題時,可能會同時考慮意志和非意志的因素,但消費者也可能會關心住宿品質、價錢等功利屬性功能,以及關切是否能帶來更多的消費體驗及樂趣等享樂屬性功能。 本研究應用計劃行為理論以了解消費者二維價值(享樂價值與功利價值)的消費態度對消費者最終行為意圖的影響。本研究的目的在於探索不同消費態度對選擇環保旅館作為留宿旅館的干擾程度,以及了解計劃行為理論中哪一個核心變數對選擇環保旅館的意圖影響力最大。 本研究利用問卷調查的方式收集相關構面的資料,並採用結構化方程式對研究架構進行檢驗。其結果為消費者對於留宿環保旅館的意圖會受到對留宿環保旅館的態度、主觀規範以及認知行為控制的正向影響。享樂價值型的消費者在認知行為控制與意圖之間會有正向的影響。所以,本研究所提出的六項假設裡有四項假設成立,並且藉由本研究的結果,讓管理階層了解到在決策行銷策略時,可利用不同的策略吸引不同消費態度的消費者。
Along with increased concerns about the issue of sustainable development and corporate social responsibility, legislate for green policy and more hotel operators are attempting to practice in various green initiatives. However; the lodging customer may consider volitional and non-volitional factors at the same time when they make the decision. Since consumers would concern about the quality, price and other function of utilitarian value, and concern about the pleasure experience and other function of hedonic value when they choose the hotel. This paper examines the bidimensional effect of hedonic and utilitarian value on consumption attitudes by applying the theory of planned behavior (TPB), to explain the formation of hotel customers’ intentions to visit a green hotel. This study aims to investigate how two different consumption attitudes (hedonic and utilitarian value) influence customers’ perceived behavioral control on the behavioral intention to visit green hotels and which the main factor of behavior intention toward green hotel. This study used questionnaire to obtain the data. In validating the research model with SEM, the research shows that the data supported that the attitude toward the behavior, subjective norm and perceived behavioral control has a positive influence on visit intention. And hedonic value has positive influence lead to perceived behavioral control towards the behavior intention toward green hotel. Four hypotheses in this study have been supported. This study profound provide ideas to the industry practioners to understand different values of consumers have to use different marketing strategies to attract and influence their attitude toward consumption.