環保旅館的消費行為研究：目標行為導向理論的擴展

Study on Consumer Behavior of Green Hotel: An Extended Model of Goal Directed Behavior

陳盈臻(Ying-Chen Chen)

指導教授 ： 趙仁方 ； 張琬菁

義守大學/管理學院/管理碩博士班/碩士(2018年)

摘要

觀光已成為全球最大產業，但在這個需要節能減碳的時代裡，環保旅館已經成為一種趨勢。本研究之目的在於利用目標行為導向理論 (MGB) 結合規範激起論 (NAM) 與刺激-有機體-反應理論 (S-O-R)，用以預測環保旅館的消費行為。研究過程以問卷調查法進行資料收集，共計回收468份有效問卷；資料分析採用結構方程模型的方法。研究結果發現，在MGB理論方面，除了態度、過去行為頻率不顯著外，其餘各構面關係均顯著。造成這個原因有幾種可能：此消費行為為親環境行為，消費者或許會經過多重考慮才做決策；環保旅館佔旅館業大約三分之一，消費者在選擇上較不容易，因此即便有良好的態度，也難有實際慾望。其次，在NAM理論方面，意識到後果、責任歸屬對主觀規範均有顯著影響。最後在S-O-R理論方面，各構面關係均呈顯著影響。由於NAM理論與S-O-R理論在MGB理論的擴展上均呈顯著效應，顯示以NAM理論與S-O-R理論的擴展可以有效地增加MGB理論對消費行為的預測力。

關鍵字

環保旅館 ； 目標行為導向 ； 規範激起論 ； 刺激-有機體-反應理論

並列摘要

Tourism has become the world's largest industry. In this era of energy-saving and carbon reduction, green hotels have become the trend. The purpose of this study is to use Model of Goal-Directed Behavior Theory combined with Norm-Activation Theory and S-O-R Theory to predict the consumption behavior of environmental hotels. During the research process, questionnaires were used to collect data which include total valid questionnaires of 468pcs. All these valid questionnaires will be analyzed by Structural Equation Modeling. The results of the study indicate that in the Model of Goal-Directed Behavior Theory, all facets were significant except attitude and frequency of past behavior. There are several possible reasons for this. First of all, the consumer behavior is a pro-environmental behavior. Consumers may make decisions after multiple considerations. Green hotels account for about one-third of the hotel industry. Consumers are less likely to choose, so even if they are good, the attitude is also difficult to have actual desire. Secondly, in terms of Norm-Activation Theory, Awareness of Consequences and the Ascription of Responsibility have a significant impact on subjective norms. Last but not least, in terms of S-O-R Theory, all facet relations have a significant impact. Because the Norm-Activation Theory and S-O-R theory both have significant effects on the expansion of Model of Goal-Directed Behavior Theory, it shows that the expansion of Norm-Activation Theory and S-O-R theory can effectively increase the predictive power of Model of Goal-Directed Behavior on consumer behavior.

並列關鍵字

Green hotel ； Model of Goal-Directed Behavior Theory ； Norm-Activation Theory ； S-O-R Theory

參考文獻

Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In Action control (pp. 11-39). Springer, Berlin, Heidelberg.

一、中文部分

余宗龍、李永祥 (2013)。計畫行為理論於運動比賽現場觀賞研究領域之應用。中華體育季刊，27(4)，297-307。

張承蔭 (2013)。台灣環保旅館標章制度之成效研究。真理大學企業管理學系碩士論文，未出版，新北市。

張清源 (2015)。觀光工廠體驗行銷、消費情緒與購買意願關係之研究。觀光旅遊研究，10(1)，19-34。