臺灣博碩士論文加值系統

隨著時代潮流，各國逐漸重視環保，觀光雖被稱為無煙囪產業但仍須永續經營，餐飲服務亦是觀光業中重要的一環，其對環境造成的威脅更是不容小覷。過去文獻中計畫行為理論運用於餐飲業之研究相對較少，而消費者對綠色環保餐廳消費行為之應用更是缺乏。因此本研究以Ajzen (1985)所提出的計畫行為理論(theory of planned behavior, TPB)為基礎，就影響消費者對綠色環保餐廳消費意願等各項因素進行研究。本研究目的為理解各項因素對綠色環保餐廳之消費意願與行為的影響。本研究以台北車站為研究範圍，消費者為研究對象，並採便利抽樣，收得有效問卷389份。結果顯示，消費者對綠色環保餐廳的行為信念會正向影響態度；消費者對綠色環保餐廳的態度正會向影響消費意願；消費者對綠色環保餐廳的規範信念正向影響會主觀規範；消費者對綠色環保餐廳的主觀規範正向會影響消費意願；消費者對綠色環保餐廳的控制信念會正向影響知覺行為控制；消費者對綠色環保餐廳的知覺行為控制會正向影響消費意願。

Since 1990, the Green Restaurant Association (GRA) has led the green restaurant movement. The Green Restaurant Association is a United States based national non-profit organization that provides certification for restaurants to become more environmentally responsible. The GRA rates existing restaurants and food service operations with points in seven environmental categories. These categories are water efficiency, waste reduction and recycling, sustainable furnishings and building materials, sustainable food, energy, disposables, chemical and pollution reduction.
Several research studies have examined consumers’ consumption behavior toward green restaurant; however, studies adopting theory of planned behavior (Ajzen, 1985) appeared to be scarce. The present study focuses on understanding consumers’ green restaurant consumption behavior with the employment of Planned Behavior (Ajzen, 1985). The primary objective was to establish the reliability and validity of research instrument the will be used in a larger survey of consumers around the Taipei Station Gourmet District Area.

內容目錄
中文摘要　．．．．．．．．．．．．．．．．．．．．． iii
英文摘要　．．．．．．．．．．．．．．．．．．．．． iv
誌謝辭　　．．．．．．．．．．．．．．．．．．．．． v
內容目錄　．．．．．．．．．．．．．．．．．．．．． vi
表目錄　　．．．．．．．．．．．．．．．．．．．．． viii
圖目錄　　．．．．．．．．．．．．．．．．．．．．． xii
第一章　　緒論．．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究背景與動機．．．．．．．．．．．． 1
　　第二節　　研究問題與目的．．．．．．．．．．．． 3
　　第三節　　研究範圍與對象．．．．．．．．．．．． 6
　　第四節　　研究流程．．．．．．．．．．．．．．． 8
第二章　　文獻回顧．．．．．．．．．．．．．．．．． 9
　　第一節　　綠色環保餐廳．．．．．．．．．．．．． 9
　　第二節　　綠色消費．．．．．．．．．．．．．．． 16
　　第三節　　行為理論．．．．．．．．．．．．．．． 25
第三章　　研究設計．．．．．．．．．．．．．．．．． 34
　　第一節　　研究架構．．．．．．．．．．．．．．． 34
　　第二節　　研究假設．．．．．．．．．．．．．．． 35
　　第三節　　操作型定義．．．．．．．．．．．．．． 39
　　第四節　　問卷設計．．．．．．．．．．．．．．． 42
　　第五節　　抽樣設計．．．．．．．．．．．．．．． 55
　　第六節　　資料分析方法．．．．．．．．．．．．． 57
　　第七節　　預試問卷分析結果．．．．．．．．．．． 59
第四章　　結果與討論．．．．．．．．．．．．．．．． 67
　　第一節　　受訪者基本資料．．．．．．．．．．．． 67
　　第二節　　受訪者資料與各變項之差異分析．．．．． 69
　　第三節　　研究變數之敘述性統計與信度分析．．．． 82
　　第四節　　相關分析．．．．．．．．．．．．．．． 92
　　第五節　　驗證性因素分析．．．．．．．．．．．． 93
　　第六節　　假設驗證．．．．．．．．．．．．．．． 97
　　第七節　　開放性問題分析．．．．．．．．．．．． 99
第五章　　結論與建議．．．．．．．．．．．．．．．． 103
　　第一節　　研究結論．．．．．．．．．．．．．．． 103
　　第二節　　研究建議．．．．．．．．．．．．．．． 103
參考文獻　．．．．．．．．．．．．．．．．．．．．． 106
附錄　　 正式問卷．．．．．．．．．．．．．．．．． 124

表目錄
表 2- 1 美國消費者分類表．．．．．．．．．．．．． 21
表 3- 1 本研究變數之操作型定義．．．．．．．．．． 41
表 3- 2 行為信念量表．．．．．．．．．．．．．．． 43
表 3- 3 結果評價量表．．．．．．．．．．．．．．． 44
表 3- 4 態度量表．．．．．．．．．．．．．．．．． 45
表 3- 5 規範信念量表．．．．．．．．．．．．．．． 46
表 3- 6 從依動機量表．．．．．．．．．．．．．．． 47
表 3- 7 主觀規範量表．．．．．．．．．．．．．．． 48
表 3- 8 控制信念量表．．．．．．．．．．．．．．． 49
表 3- 9 知覺行為控制量表．．．．．．．．．．．．． 50
表 3- 10 綠色環保餐廳之消費意願量表．．．．．．．． 51
表 3- 11 個人基本資料表．．．．．．．．．．．．．． 53
表 3- 12 受訪者基本資料分佈表．．．．．．．．．．． 60
表 3- 13 行為信念項目分析結果．．．．．．．．．．． 61
表 3- 14 行為信念信度分析結果．．．．．．．．．．． 62
表 3- 15 控制信念項目分析結果．．．．．．．．．．． 62
表 3- 16 規範信念項目分析結果．．．．．．．．．．． 63
表 3- 17 規範信念信度分析結果．．．．．．．．．．． 63
表 3- 18 主觀規範項目分析結果．．．．．．．．．．． 63
表 3- 19 主觀規範信度分析結果．．．．．．．．．．． 64
表 3- 20 知覺行為控制項目分析結果．．．．．．．．． 64
表 3- 21 知覺行為控制信度分析結果．．．．．．．．． 64
表 3- 22 消費意願項目分析結果．．．．．．．．．．． 65
表 3- 23 消費意願信度分析結果．．．．．．．．．．． 65
表 3- 24 態度項目分析結果．．．．．．．．．．．．． 66
表 4- 1 受訪者基本資料分佈表．．．．．．．．．．． 68
表 4- 2 受訪者之人口特性於行為信念之差異．．．．． 70
表 4- 3 受訪者之人口特性於控制信念之差異．．．．． 71
表 4- 4 受訪者之人口特性於規範信念之差異．．．．． 73
表 4- 5 受訪者之人口特性於主觀規範之差異．．．．． 75
表 4- 6 受訪者之人口特性於知覺行為控制之差異．．． 77
表 4- 7 受訪者之人口特性於態度之差異．．．．．．． 79
表 4- 8 受訪者之人口特性於消費意願之差異．．．．． 81
表 4- 9 行為信念之平均數、標準差與信度分析．．．． 83
表 4- 10 結果評價之平均數、標準差與信度分析．．．． 83
表 4- 11 行為信念及結果評價之乘積和與信度分析．．． 84
表 4- 12 控制信念之平均數、標準差與信度分析．．．． 85
表 4- 13 規範信念之平均數、標準差與信度分析．．．． 86
表 4- 14 從依動機之平均數、標準差與信度分析．．．． 86
表 4- 15 規範信念及從依動機之乘積和與信度分析．．． 86
表 4- 16 主觀規範之平均數、標準差與信度分析．．．． 87
表 4- 17 知覺行為控制之平均數、標準差與信度分析．． 89
表 4- 18 消費意願之平均數、標準差與信度分析．．．． 90
表 4- 19 態度之平均數、標準差與信度分析．．．．．． 91
表 4- 20 變數之相關分析．．．．．．．．．．．．．． 92
表 4- 21 配適度指標表．．．．．．．．．．．．．．． 93
表 4- 22 整體測量模式參數估計值．．．．．．．．．． 94
表 4- 23 修正前後測量模式之適配度．．．．．．．．． 96
表 4- 24 結構方程模式之各路徑係數．．．．．．．．． 97
表 4- 25 本研究假設驗證結果．．．．．．．．．．．． 99
表 4- 26 開放性問題．．．．．．．．．．．．．．．． 99

圖目錄
圖 1- 1 研究流程圖．．．．．．．．．．．．．．．． 8
圖 2- 1 計畫行為理論圖．．．．．．．．．．．．．． 28
圖 3- 1 研究架構圖．．．．．．．．．．．．．．．． 34
圖 4- 1 整體結構模式路徑係數圖．．．．．．．．．． 98

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