省多付少—綠色民宿之願付價格

Pay Less and Save More—Willingness to Pay for Green B&B

林淑芬(Lin Shu-Fen)

指導教授 ： 王國欽

國立臺灣師範大學/運動與休閒學院/餐旅管理與教育研究所/碩士(2010年)

摘要

由於環境問題日趨嚴重，觀光餐旅產業已開始實施對自然環境採取保育以及保存的行為以減少對環境的衝擊，本研究利用方案建構模式提供消費者備品之選擇，並以價格為誘因來刺激消費者、鼓勵消費者自行攜帶一次性消耗性的備品，希望藉此瞭解在方案建構的模式下，消費者選擇的偏好為何、使用何種模式可使消費者在不感受到損失的情形下有更高的購買意願，而是否會因為選擇減少付費的金額，本研究旨在探討業者提供消費者備品之選擇並以價格為誘因，藉此降低消費者之旅遊住宿費用以及一次性消耗性用品之浪費。
本研究採用2 (備品選擇：完整型、基本型) ×2 (願付價格：高價格、低價格)的實驗矩陣，並為符合業者實際營運，本研究與綠色民宿業者合作，以其網站為設計範本，使受試者有實際訂房之感受，以減少紙本問卷之不足，並分別針對業者所提供之雙人房及四人房進行實驗研究。發放問卷494份，共回收問卷493，扣除填答不完全或填答錯誤之無效問卷51份及曾經看過民宿網站者或認識民宿者8份，有效問卷共計434份，有效回收率為87.85 %。研究結果顯示，有78 %的消費者同意並接受業者提供備品之選擇，在四人房房型之實驗組合皆無顯著影響；雙人房之實驗組三、四有顯著影響，並發現消費者較偏好完整型備品選擇，也就是基於損失趨避的原理而言，消費者在效用減少的情況下以獲取貨幣的補償，亦反應出消費者希望若民宿業者不提供備品(效用減少)，但必須有金額上的補償，且消費者所願意接受之備品折扣金額為325元。另外在受試者的平均消費金額完整型 (雙人房：2,586元、2,032元；四人房：4,086元、3,027元)皆高於基本型(雙人房：2,378元、1,914元；四人房：4,009元、2,918元)，而在備品的選擇上完整型需要的備品亦多於基本型之備品項目。
因此研究結果顯示從較低的消費金額讓消費者選擇備品可使消費者感受到節省的金額多於從高價的消費金額扣除不需要之備品金額，且可節省更多之備品消耗量，唯業者在經濟考量下仍可利用完整型備品選擇，不但可滿足消費者需求亦可以經濟考量下取得平衡。本研究結果雖顯示出環境關心、環境態度、環境知識以及涉入程度並不會影響實驗組別與購買意願之關係，但針對個別變項對購買意願有顯著相關，因此建議業者仍可針對消費者進行提倡並且以教育並鼓勵消費者自行攜帶個人盥洗、一次性備品，以減少浪費，並藉由環境教育使之提升對環境的關心與正向的態度。

關鍵字

綠色民宿 ； 方案建構模式 ； 願付價格

並列摘要

Due to the growth of the environmental concern, the green B&Bs were getting popular in recent years in order to decreasing the wastes of resources and declining the environment impacts.The purpose of this present study focuses on the amities and pricing strategy by using “the randomized posttest-only control group design” (2×2×2 matrix). It intends to understand the consumers’ purchase intentions under the green B&B context. In total 12 experimental groups will be conducted and each group will have at least 50 usable samples. Therefore, approximately 600 subjects will be conducted in this study. A well-known green B&B which is located in the eastern part of Taiwan is invited to join this study. With the permission and assistance from this green B&B owner, this study is allowed to use all the content of its website for the experiments.
The study showed that by using the adding option framing (+OF) will make customers felt that they could save more money compared to the subtractive option framing (-OF). This also could decrease the wasting of amenities. Although, for satisfying customers needs the present study suggests that green B&B owners could use the subtractive option framing (-OF), for balancing the challenge between how to meet the customers needs and the benefits of owners in order to save more resources to protect the environment. Study also suggests that B&B owners could promote and educate consumers taking the non-reusable amenities themselves, and increase their environmental concern and attitude by environmental education.

並列關鍵字

green B&B ； option framing ； willingness to pay

參考文獻

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