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研究生:朱映菁
研究生(外文):ZHU,YING-JING
論文名稱:綠色友善咖啡廳綠色實踐與顧客綠色渴望關係之研究
論文名稱(外文):The Relationships Between Green Practice and Customers’ Green Desire for Green-Friendly Cafes
指導教授:駱香妃駱香妃引用關係
指導教授(外文):LUOH,HSIANG-FEI
口試委員:曹勝雄王志宏
口試委員(外文):TSAUR,SHENG-HSHIUNGWANG,CHI-HONG
口試日期:2019-06-14
學位類別:碩士
校院名稱:輔仁大學
系所名稱:餐旅管理學系碩士班
學門:民生學門
學類:餐旅服務學類
論文種類:學術論文
論文出版年:2019
畢業學年度:107
語文別:中文
論文頁數:101
中文關鍵詞:綠色實踐綠色知覺價值場所依戀綠色渴望新環境典範觀咖啡廳
外文關鍵詞:Green PracticeGreen Perceived ValuePlace attachmentGreen DesireNew Environmental ParadigmCafe
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餐旅業綠色概念相關議題日益受到關注,然而有關綠色實踐相關之研究仍舊有限。因此,基於認知-情感-行為理論,本研究旨在探討綠色友善咖啡廳綠色實踐、顧客綠色知覺價值、場所依戀與綠色渴望之關係,並進一步探討新環境典範觀對綠色實踐與綠色知覺價值關係之可能調節作用。研究採用立意抽樣法,針對綠色友善咖啡廳顧客進行問卷,共計回收343份有效問卷。研究資料利用結構方程模式進行假設之驗證。研究結果顯示綠色實踐、綠色知覺價值、場所依戀與綠色渴望變數間具有顯著正向相關;綠色實踐會正向影響綠色知覺價值,而綠色知覺價值會經由場所依戀而正向影響綠色渴望;除此,新環境典範觀對綠色實踐與綠色知覺價值關係具有顯著調節作用。研究結果期能增進餐旅業綠色實踐綠色、綠色知覺價值、場所依戀與綠色渴望關係之了解,並能提供餐旅業者強化顧客綠色渴望之參考。
Issues related to green concepts in the hospitality industry are receiving increasing attention, but research related to green practices is still limited. Therefore, based on cognitive-emotion-behavioral theory, this study aims to explore the relationship between green practice, customer green perceived value, place attachment and green desire, and further explore the possible moderating effect of the new environmental paradigm on the relationship between green practice and green perceived value. A purposive sampling method was used to collect data from the customers at one green-friendly cafe. A total of 343 valid questionnaires were collected. The results used the structural equation model to verify the hypothesis. The results show that there are significant positive correlations between green practice, green perception value, place attachment and green desire variables. Green practice has a positive effect on green perceived value. Green perceived value can positively influence green desire through place attachment. Furthermore, the new environmental paradigm has a significant moderating effect on the relationship between green practice and green perceived value. Hopefully, the results will enhance the understanding of the relationship between the research variables, and can be a reference for restaurant operators for green-friendly restaurant planning and strengthening customers’ green desire.
目錄 VI
圖目錄 VIII
表目錄 IX
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第二章 文獻回顧 5
第一節 綠色友善咖啡廳 5
第二節 綠色知覺價值 18
第三節 場所依戀 23
第四節 綠色渴望 31
第五節 新環境典範觀 33
第六節 理論基礎與假設推導 36
第三章 研究方法 49
第一節 研究架構 49
第二節 衡量工具 50
第三節 研究對象及抽樣方法 51
第四節 資料分析方法 51
第四章 分析結果與討論 54
第一節 樣本描述分析 54
第二節 信度分析 56
第三節 效度分析 59
第四節 路徑分析 60
第五節 中介效果 63
第六節 調節效果 64
第五章 結果與建議 66
第一節 結論 66
第二節 研究貢獻 69
第三節 管理實務意涵 70
第四節 研究限制與未來建議 72
參考文獻 73
附錄一 98
正式問卷 98

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