消費者之自然親近情感、日常環保行為與住宿綠色旅館意願－以綠色旅館涉入為中介變數

Consumers' Emotional Affinity Toward Nature, Daily Environmentally Behavior and the Green Hotel Choice: Green Hotel Involvement as the Mediator

周佳蓉(Chia-Jung Chou) ； 陳國勝(Kuo-Sheng Chen) ； 陳麗蓁(Li-Cheng Chen)

《休閒觀光與運動健康學報》 4卷2期 (2014/03) Pp. 20-41

摘要

綠色旅館在台灣已然成為一種趨勢，但仍有賴消費者之支持。本研究之目的在探討消費者選擇住宿綠色旅館的影響因素，採用自然親近情感與日常環保行為作為住宿意願之前置變數，並探討綠色旅館涉入是否存在中介效果。經由便利抽樣取得344份有效問卷，以線性結構模式與bootstrap進行中介效果分析。結果顯示自然親近情感與日常環保行為為選擇綠色旅館的顯著前因，而綠色旅館涉入在日常環保行為與綠色旅館住宿意願間具部分中介效果；而在自然親近情感上，具完全中介效果。本研究建議，透過媒體、教育體系等提高消費者對綠色旅館的認知與理解，有助於提升選擇住宿綠色旅館之意願。

關鍵字

消費涉入 ； 情感親近性 ； 環境友善行為 ； 環保旅館 ； 住宿意願

並列摘要

Green hotel has become an industrial trend recently in Taiwan; however, the greening actions need more support from consumers. This study aims to explore the influencing factors on consumers' green hotel choice. Accordingly, two antecedents-emotional affinity toward nature and daily environmental behaviors-were examined; and the intervening effect of green hotel involvement was tested. Through convenience sampling, 344 valid responses were collected and analyzed by structural equation modeling and bootstrap method for the mediating effect. The results show both emotional affinity toward nature and daily environmental behaviors have significant influence on green hotel visit intention. Green hotel involvement plays a partial mediating role between daily environmental behaviors and hotel choice; and it has a complete mediating effect between emotional affinity toward nature and hotel choice. It is suggested green hotel visit intention would benefit from the media and educational system in promoting consumers' knowledge and understanding on green hotel.

並列關鍵字

Consumer involvement ； emotional affinity ； environmentally-friendly behavior ； environmental hotel, visit intention