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研究生:章聖揚
研究生(外文):Chang, Shengyang
論文名稱:消費者從眾傾向對旅館環保措施之態度 及行為意圖之研究
論文名稱(外文):The study of conformity on consumer attitudes and behavioral intention towards hotel environmental practices
指導教授:鄧之卿鄧之卿引用關係
口試委員:洪久賢胡夢蕾
口試日期:2012-06-18
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:2012
畢業學年度:100
語文別:中文
論文頁數:86
中文關鍵詞:旅館環保措施從眾傾向消費者態度行為意圖
外文關鍵詞:Hotel environmental practicesConformityConsumer attitudesBehavioral intention
相關次數:
  • 被引用被引用:11
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  • 評分評分:
  • 下載下載:137
  • 收藏至我的研究室書目清單書目收藏:0
旅館業者欲實施環保措施需仰賴消費者的支持與配合。因此,瞭解消費者對旅館環保措施的態度及是否願意配合旅館環保措施的行為意圖甚為重要。本研究調查消費者從眾傾向、消費者態度及參與旅館環保措施行為意圖之間的關係。研究採用問卷調查法,以北部某大學學生為樣本進行調查,共計回收160份問卷。本研究採用有、無從眾傾向兩個版本的問卷設計,並以環境行為為控制變項,研究結果發現消費者「從眾傾向」會對「旅館環保措施的態度」產生正向影響;消費者的「旅館環保措施的態度」亦會對「參與旅館環保措施之行為意圖」產生正向的影響。另外,消費者的態度在從眾傾向與其參與旅館環保措施的行為意圖之間扮演了中介的角色。由此顯示,消費者從眾傾向會透過消費者對旅館環保措施的態度,進而影響其參與旅館環保措施的行為意圖。本研究結論建議旅館業者在實施環保措施時可運用從眾與社會規範的概念,在旅館環保溝通訊息上讓消費者感受到社會規範的壓力,進一步對旅館採用環保的措施產生正面的態度,並增強消費者配合參與環保措施的意願。
The hotel industry to implement the environmental practices must rely on the support and cooperation from consumers. Therefore, to understand whether consumers are willing to accommodate the purpose of environmental protection policy is the key point. This study is to investigate the impacts of the consumer with the conformity, consumer attitudes and behavioral intentions on participating in the hotel environmental practices. A questionnaires survey was conducted to collect data from a sample of students in university in north of Taiwan. In total, 160 questionnaires were obtained. The findings of this study revealed that consumer with the conformity has a significant impact on consumer attitudes. Consumer attitudes has a significant impact on participating in the hotel environmental practices. Additionally, consumer with the conformity has a significant impact on participating in the hotel environmental practices, not directly, but mediated by consumer attitudes. This suggests that hotel managers can benefit from customer cooperation and participation in hotel environmental practices by providing the conformity/social norm messages or use the effect environmental messages to communicate with consumer.
目錄
頁次
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
第三節 研究流程 …………………………………… 5
第四節 名詞釋義 …………………………………… 6
第二章 文獻探討…………………………………………… 7
第一節 旅館環保措施 ……………………………… 7
第二節 行為意圖 …………………………………… 14
第三節 從眾傾向 …………………………………… 19
第四節 消費者態度 ………………………………… 25
第五節 各變項之關係與假設推導 ………………… 28
第三章 研究方法…………………………………………… 32
第一節 研究架構 …………………………………… 33
第二節 研究假設 …………………………………… 34
第三節 研究對象與抽樣方法 ……………………… 35
第四節 研究工具 …………………………………… 36
第五節 資料分析 …………………………………… 39
第四章 結果與討論………………………………………… 44
第一節 人口統計分析 ……………………………… 44
第二節 研究結果 …………………………………… 45
第三節 討論 ………………………………………… 56
第五章 結論與建議………………………………………… 58
第一節 研究結論 …………………………………… 58
第二節 研究建議 …………………………………… 59
參考文獻………………………………………………………… 62
附件一 旅館環保措施問卷…………………………………… 75

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