應用目標導向行為模式探討綠色旅館消費行為之研究

A Study Based on Model of Goal-directed Behavior of Consumer Behavior Intention in Green Hotel

謝佳珊(Chia-Shan Hsieh)

指導教授 ： 陳翰紳 ； 袁小平

中山醫學大學/健康管理學院/健康餐飲暨產業管理學系碩士班/碩士(2016年)

摘要

隨著國際環保思潮的興起，綠色消費的觀念漸漸蔚為實際行動，許多先進國家之旅館，為免本身於營運過程中製造大量污染物質，破壞生態環境平衡，因而紛紛以綠色環保概念為經營方針。目前台灣不乏許多旅館以環保之名行節省成本之實，逕行取消許多諸如提供客房內罐裝沐浴乳、牙刷、拖鞋等備品服務、或減少更換顧客之床單、毛巾次數等作法，雖符合綠色旅館之部分涵意，但因直接衝擊顧客權益，間接使顧客有著支持環保必將犧牲自身舒適感之不良感受。然而旅館業畢竟是以消費者需求及滿意為導向之產業，因此，業者在尋求降低成本、提高獲利之際仍不能忽略顧客權益及感受。然而國內對於旅客住宿綠色旅館的態度及其行為意圖關係之研究卻付之闕如，因此，本研究將以目標導向行為模式(model of goal-directed behavior, MGB)為基礎，利用線性結構模式(SEM)探討旅客住宿綠色旅館之行為意圖，期望能對旅客住宿綠色旅館之消費行為進行更深入的分析。
本研究採用便利抽樣的方式進行問卷調查，受測對象為2011年以後曾造訪過綠色旅館之消費者，問卷設計發放350份，回收有效問卷327份，有效回收率為94%。
研究結果為：消費者的環境態度對慾望有正向影響、消費者主觀規範對慾望有正向影響、消費者正面預期情緒對慾望有正向影響；消費者負面預期情緒對慾望有負向影響，消費者知覺行為控制對慾望有正向影響；消費者知覺行為控制對行為意圖有正向影響；消費者慾望對行為意圖有正向影響；誘因排擠效果對消費者慾望與行為意圖之間產生干擾效果，尤其以環保替代方案較為影響。冀望透過此研究成果可提供旅館業者推動綠色旅館，達到環保與企業社會責任的結合，作為提升旅客未來住宿綠色旅館意圖之策略性工具。

關鍵字

綠色消費 ； 綠色旅館 ； 目標導向行為理論 ； 誘因機制 ； 誘因排擠效果

並列摘要

With the trend of international environmental consciousness, the concept of green consumption has been transformed to action gradually. Many hotels in the developed countries choose the green environmental protection as management policy to prevent from producing large amounts of pollution and destroying environment on the process of operation. Now lots of hotels in Taiwan take steps to economize on the costs under environmental protection. They cancel the service of supply of soaps, toothbrushes, and slippers or decrease to change the bed sheets and towels for customers. Although they do the above things to fit in with the part concept of green hotels. What they do not only has impact on customers ' rights directly but also on uncomfortable feels of customers about prices supporting environmental protection indirectly. However, the tourism has to do with the need and satisfactory for customers. Therefore, the tourisms can't seek to economize on the costs and gain without taking into account of customers' benefits and feelings. There are few studies about the relation between customers' attitudes and intentions lodging at the green hotels in the past. Hence, the object of our study is to use the linear mode to explore the behavior intention of customers lodging at the green hotels on the basis of model of goal-directed behavior. We hope that we can have profounder analysis about consumption behavior related to tourists lodging at green hotels.
The research method was to use questionnaire survey and collected data through convenience sampling. The samples of this research were customers who had stayed in the Green hotel after 2011. There were 350 questionnaires to dispatch. A total of 327 validated were received, with a responding rate of 94%. The results indicated that: A positive correlation is found between customer environmental attitude and customer desire. A positive correlation is found between customer positive anticipated emotion and customer desire. A negative correlation is found between customer negative anticipated emotion and customer desire. A positive correlation is found between customer subjective norm and customer desire. A positive correlation is found between customer desire and customer behavior intention. A positive correlation is found between customer perceived behavioral control and customer desire. A positive correlation is found between customer perceived behavioral control and customer behavior intention. Incentive mechanism has moderation effect on the relationship between desire and Behavior intention. Through this research, it is hoped to encourage hotel manager to adopt hotel greening, in order to achieve the environmental protection and corporate social responsibility, meanwhile act as a strategic tool to enhance customers' interest to stay in green hotels in the future.

並列關鍵字

green customer behavior ； green hotel ； Model of Goal-directed Behavior ； incentive

參考文獻

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