臺灣博碩士論文加值系統

環境議題，已逐漸為各國所重視並也積極推動各項綠色消費運動，因為環境遭受破壞，並非一朝一夕即可恢復原貌。以台灣來說，周休二日、樂活主義、親子日等等的觀念，讓旅遊也蔚為風潮。為此旅館業者也提出響應環保的相關措施。
本研究發放了400份正式問卷，19份無效問卷，回收381份有效問卷，有效回收率為95.25%。來分析環保意識與綠色消費行為意圖之間是否會因為誘因機制的干擾而改變綠色消費行為的想法，再以SPSS19統計軟體進行統計分析，並採用簡單線性迴歸、獨立樣本T檢定、單因子變異數分析及雙因子變異數分析驗證研究假說及檢定干擾效果是否存在。本研究發現環保意識對綠色消費行為意圖呈現正向影響。而不同環保意識的消費者對綠色消費行為意圖有顯著差異。現金優惠折扣的誘因機制對於環保意識與綠色消費行為意圖之間並無顯著的影響效果。不同環保意識的消費者之綠色消費行為意圖差異，不會隨現金優惠折扣的誘因機制的使用而有所不同。環保替代方案的誘因機制對於環保意識與綠色消費行為意圖之間不具有正向強化效果。不同環保意識的消費者之綠色消費行為意圖差異，不會隨環保替代方案的誘因機制的使用而有所不同，呈現無差異。最後綠色消費行為意圖對綠色消費行為呈現正向影響。

Issues on environment protection have become increasingly important and people nowadays are more concerned about the quality of life. Quality often matters more than quantity. This study empirically explores the relationships among environmental protection consciousness, green consumption intention and green consumption behavior.
A questionnaire survey was conducted to fulfill this purpose using a sample of 381 effective questionnaires gathered from hotel guests at Tainan. The analyses of statistics such as independent-samples t test, one-way ANOVA, regression analysis and SEM were used to analyze the data, with the software of AMOS and PASW Statistics. Moreover, motivation crowding effect suggests that external money intervention weakens the intrinsic motivation. The study also examines whether the motivation crowding effect actually occurs when consumers try to stay environmentally friendly. Finally, implications and future research suggestions are discussed.Research results show that environmental protection consciousness has a significantly positive effect on green consumption intention and then green consumption intention is positively related to green consumption behavior. People with higher environmental consciousness are more likely to intend engaging in green consumption. Cash discount incentives have no effect on the choice of hotel guests to reuse their bed sheet or towels. Similarly, environmental protective alternatives are not great incentives for hotel guests to maintain their environmentally friendly behaviors.

誌謝 I
中文摘要 II
ABSTRACT III
目錄 IV
圖目錄 VI
表目錄 VII
第一章　緒論 1
第一節　研究背景與動機 1
第二節　研究目的與研究問題 3
第三節　研究範圍 4
第四節 研究流程 5
第五節 研究限制 6
第二章　文獻探討與研究假設 7
第一節 環保意識 7
第二節 綠色消費行為意圖 8
第三節 誘因排擠效果 9
第四節 綠色消費行為 10
第三章 研究方法 12
第一節 研究架構與假說 12
第二節　研究變項之操作性定義與衡量 13
第三節　樣本蒐集與抽樣方法 16
第四節　統計分析方法 17
第四章　實證分析 19
第一節　預試問卷分析 19
第二節 人口統計變項之描述性統計 27
第三節 差異性檢定分析 28
第四節　研究假說驗證結果 37
第五章　研究結論與建議 48
第一節　研究結論 48
第二節　研究建議 49
第三節　實務意涵 50
參考文獻 51
附件一 預試問卷 56
附件二 正式問卷 58

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