臺灣博碩士論文加值系統

從以前的文獻綜述中將永續價值(SV)，計劃行為理論（TPB）和整合接受與使用科技理論2 (UTAUT2)的觀點將以構面的方式測量遊客對於親環境行為意圖。有鑑於此，本研究旨在將SV、TPB和UTAUT2整合到理論框架中，並考慮到以年齡為調節影響，從而提出全面了解餐旅業潛在旅遊者對酒店的選擇。先前的研究提出各種研究都運用計劃行為理論來確認態度、規範、知覺行為控制、道德規範、價值觀信仰規範來解釋親環境行為。然而，整合TPB和UTAUT2模型來解釋親環境行為是缺乏。因此，本文將整合SV、TPB和UTAUT2導入餐旅業，以預測旅客的親環境行為意圖。本研究資料之收集來自於北部34家、中部2家、南部6的綜合旅行社總部，向42家旅行社的630名旅客分發電子郵件問卷。假設模型透過AMOS結構方程模型（SEM）中的最大概似法來驗證。
本研究結果指出：（1）永續價值對親環境行為意圖有正向顯著影響，（2）永續價值分別對態度、社會影響、認知行為控制和習慣有正向顯著影響，（3）支持社會理論中的態度、認知行為控制和習慣構面對於永續價值與親環境行為意圖有中介影響，（4）社會人口變數中的年齡對於永續價值與社會影響構面有干擾影響。

關鍵字: 永續價值觀，計劃行為理論，整合接受與使用科技理論2, 親環境意圖

From previous literature review, there are rare studies focus on integrating Sustainability Values (SVs), theory of planned behavior (TPB) and Unified Theory of Acceptance and Use of Technology (UTAUT2) to predict potential travelers’ behavioral intention. In view of this, the research is designed to propose comprehensive understanding potential travelers’ choices for sustainable hospitality businesses by integrating SV, TPB and UTAUT2 into a theoretical framework and by considering moderating impact of age. Prior studies have mentioned TPB identified the role of attitude, perceived behavior control, and moral obligation in generating intention. Various kinds of studies have applied theory of planned behavior, norm activation, and values-beliefs norms to explain pro-environmental behavior. However, the use of TPB and extended UTAUT model to explain pro-environmental behavior is lacking. Data was collected from 34 northern, 2 central, and 6 southern Taiwanese consolidated headquarter travel agencies. Email questionnaires were distributed to 630 tourists selected from 42 travel agencies. The proposed model will be also exam with an AMOS procedure of structural equation modeling (SEM), and the maximum likelihood method of estimation. The results indicated that (1) SVs is positively significant impacted pro-environmental behavioral intention, (2) SVs positively significant impacted attitude, social influence, perceived behavioral control, and habit respectively, (3) attitude, perceived behavioral control, and habit is positively mediated the effect between SVs and pro-environmental behavioral intention respectively, (4) social demographic variable of age is positively moderated the effect between SVs and social influence.


Keywords: sustainability values, theory of planned behavior, unified theory of acceptance and use of technology2, pro-environment behavioral intention.

Table of Contents
Acknowledgement………………………...………………………………I
Abstract……………………………………...…………………………...II
Abstract (Chinese)……………………………………………………....IV
Table of Contents……………………………………………………..... VI
List of Tables……………………………………...…………………..VIII
List of Figures…………………………………………………………..IX
Chapter 1 Introduction………………………………………..…………. 1
1.1 Research Background and Motivation……………………..…...1
1.2 Research Objectives……………………………………………5
1.3 Structure of Research…………………………………………..6
Chapter 2 Literature Review and Hypotheses Development…………......8
2.1 TPB……………………………………………………………...8
2.2 Pro-Environmental Behavior…………………………..………..9
2.3 UTAUT2……………………………..………………………...10
2.4 Comprising TPB and UTAUT2……………… ……………….11
2.5 Sustainability Value …………………………………………...12
2.6 Impact of Attitude, Social Influence, Perceived Behavioral
Control, and Habit on Behavioral Intention………………..….15
2.7 Impact of Attitude, Social Influence, Perceived Behavioral
Control and Habit on Behavioral Intention and SVs……..……19
2.8 The Moderating Effects of Age………………………………..21
Chapter 3 Research Design and Methodology……….…………………23
3.1 Research Framework and Hypotheses………………………..23
3.2 Sample and Procedures……………………………………......28
3.3 Measurements …………………………………………………29
3.4 Analytical Strategy…………………………………………36
Chapter 4 Analysis and Results……………………………...………… 41
4.1 Overview…………………………………………………........41
4.2 Common Method Variance Test……………………………42
4.3 Validity, Reliability, and Model Fit…………………..…..46
Chapter 5 Discussion and Conclusions……………………………….64
5.1 Discussions……………………………………………………64
5.2 Theoretical Implications………………………………………66
5.3 Practical Implications…………………………………………69
5.4 Limitations and Directions for Future Research………………73
5.5 Conclusions……………………………………………………75
VII
References…………………………………………………………........77
Appendix I (Questionnaire)…………………………………………….93

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