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研究生:陳鈞坤
研究生(外文):June-Kuen Chen
論文名稱:環保旅館行銷組合與形象、受訪者的環保教育程度對環保消費行為之影響
論文名稱(外文):Hotel’s Environmental Marketing Mix and image, Respondents’ Environmental Education Level, and their subsequent impact on Environmental Consumption Behaviors
指導教授:黃宗成黃宗成引用關係
指導教授(外文):Tzung-Cheng Huan
學位類別:博士
校院名稱:國立嘉義大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
畢業學年度:102
語文別:中文
論文頁數:80
中文關鍵詞:環保旅館環保教育環保行銷組合環保形象環保消費行為
外文關鍵詞:environmental hotelenvironmental educationenvironmental marketing mixenvironmental imageEnvironmental Consumption Behavior
相關次數:
  • 被引用被引用:3
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  • 收藏至我的研究室書目清單書目收藏:3
科技進步帶給人類生活的便利,也因此加速了人類追求經濟成長的速度,以及視開發為進步的一種迷思,這些進步帶來了資源過度開發利用,原本適合人類生存環境逐漸的被破壞,例如溫室效應以及其帶來的一系列副作用,如熱帶雨林沙漠化、酸雨及北極冰層的快速融化造成全球氣候變遷等,讓人類慢慢意識到環境生態永續的重要性。
因此現在有許多旅館業者自願性的套用環境管理模式來支持環保,本研究主要目的是瞭解企業透過行銷組合宣傳的綠色形象,與消費者本身的綠色體驗是否有差異,以及瞭解企業綠色形象與消費者綠色體驗的落差,是否會影響到消費者對企業的態度,以至於影響其行為意圖。
本研究透過對台北與高雄五家觀光旅館業的顧客進行調查,以「便利抽樣法」及「雪球抽樣法」進行抽樣,所獲400份有效問卷,以統計軟體SPSS和AMOS進行分析,其結果顯示受訪者必須先有環保行為,方始會提升本身的環保態度與後續相關環保消費行為,因此本研究建議先以環保政策來推行行為,會比建立形象與環保教育還有實質的效果。

Technology has brought convenience and advancement to human, but at the cost of environment. Overdevelopment had destroyed nature environment and will eventually render the environment uninhabitable. As the result, human are now more environmentally conscious.
Many industries, including hotel, applied green operation management to support the protection of environment. The purpose of the study is to understand whether green marketing mix of hotel can help them built a better green image. Furthermore, the study also investigates the impact of green image on consumer behaviors.
The study applied convenient and snowball sampling method and collect 400 responses. The data is analyzed with SPSS and AMOS. The result indicates that environmental behavior is precedent of future behavioral intention.

中文摘要 I
英文摘要 II
致謝 III
目錄 IV
表目錄 VI
圖目錄 VII
第壹章 緒論 01
第一節 研究背景 01
第二節 研究動機 04
第三節 研究目的 05
第四節 研究流程 06
第五節 論文內容 06
第貳章 文獻探討 08
第一節 環保旅館 08
第二節 綠色行銷 20
第三節 環保形象形成 24
第四節 環保意識與消費者行為 31
第五節 計畫行為理論 34
第参章 研究方法 37
第一節 研究架構與假設 37
第二節 變項操作與定義 38
第三節 抽樣設計 42
第四節 資料處理與分析方法 44
第肆章 研究分析與討論 50
第一節 樣本特性 50
第二節 各構面敘述性統計 52
第三節 信度分析 56
第四節 受訪者環保教育程度與其環保行為關聯 57
第五節 假設驗證 60
第六節 模型修正 63
第伍章 結論與建議 65
第一節 研究結論 65
第二節 研究貢獻 66
第三節 研究限制 66
第四節 相關產業建議 67
第五節 後續研究建議 68
參考文獻 69
附錄 78
附錄一 環保旅館消費者決策行為問卷 78





表目錄
表1-1 2009年至2013年近五年來台及出國人次統計 03
表2-1 台灣綠建築EEWH九大評估指標 12
表2-2 美國LEED評估指標 14
表2-3 Aurum Lodge環保裝置 17
表2-4 綠色行銷組合整理表 23
表4-1 性別 50
表4-2 年齡 50
表4-3 職業 51
表4-4 家庭每月可開銷金額 51
表4-5 婚姻年齡交叉表 52
表4-6 受訪者對旅館綠色行銷組合的平均認知程度 53
表4-7 受訪者對旅館環保形象的平均認知程度 54
表4-8 受訪者本身平均環保教育程度 54
表4-9 受訪者本身平均環保態度 55
表4-10 受訪者本身平均環保行為意圖 55
表4-11 受訪者本身平均環保行為 56
表4-12 構面信度 56
表4-13 受訪者環保教育程度群組 57
表4-14 教育程度不同的受訪者其環保態度、行為意圖與行為差異 58
表4-15 環保教育程度不同之受訪者社經背景 59
表4-16 結構方程模型適配度 61
表4-17 因果關係程度 61
表4-18 修正模型適配度 63
圖目錄
圖1-1 研究流程圖 06
圖2-1 地點形象元件 27
圖2-2 環保意識架構 32
圖2-3 理性行為理論 35
圖2-3 理性行為理論 36
圖3-1 研究架構 38
圖3-2 因素分析 49
圖4-1 驗證本研究模型 62
圖4-2 修正模型 63

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