全球暖化現象造成氣候變遷，節能減碳議題逐漸受到重視，依據環保署資料，國內旅宿業者每年能源消耗量及廢棄物產生量相當驚人，環保旅館遂成為觀光旅遊業未來的發展趨勢。過去對於環保旅館之研究文獻，顯少從消費者人格特質與廣告訴求做為探討元素;本研究採用實驗室設計法及問卷調查法，以調節焦點(預防
、促進)及廣告訴求(理性、感性)(功利性、價值表現)個別因子交互搭配，探討何者對環保旅館會產生較佳說服力及說服力對住宿意願是否有顯著之影響。
本研究分兩組實驗，共計八種情境組合，研究對象為大學生，共發放並回收363份有效問卷，採用2因子設計方式(between-subject factorial design for two factors)及 SPSS 22.0 統計套裝軟體進行驗證。研究結果顯示：
(一)預防焦點比促進焦點有較佳的說服力，並呈現顯著影響。(二)理性廣告訴求比感性廣告訴求有較佳的說服力、功利性廣告訴求比價值表現廣告訴求有較佳的說服力，驗證皆未達顯著影響。(三)當消費者是促進焦點狀態下，感性訴求比理性訴求有較佳的說服力與當消費者是預防焦點狀態下，理性訴求比感性訴求有較佳的說服力，驗證皆呈顯著影響。(四)當消費者是預防焦點狀態下，功利性廣告訴求比價值表現廣告訴求有較佳的說服力與當消費者是促進焦點狀態下，價值表現廣告訴求比功利性廣告訴求有較佳的說服力，驗證皆呈顯著影響。(五)說服力與消費者的住宿意願呈現顯著影響。以上研究結果於文中研提數項建議，並供實務界及後續研究者之參考。

As the global warming phenomenon has caused climate change, the energy saving and carbon reduction issue is gradually gaining attention. According to the EPD information, the annual energy consumption and waste generation of the domestic tourism industry is quite amazing, and green hotels have therefore become the future development trend of the tourism industry. In the past, very little research literature on green hotels used consumer personality traits and advertising appeal as the elements for exploration. This study uses the laboratory design method and questionnaire survey, with a combination of individual factors of regulatory focus (prevention and promotion) and advertising appeal (rational and emotional) (utilitarian and value-expressive) to explore which is more persuasive for the green hotel, and whether the persuasiveness has a significant impact on the willingness of staying.
In this study, there are two experimental groups with a total of eight scenarios. The research objects are university students, and 363 valid questionnaires are distributed and collected. The between-subject factorial design for the two factors and SPSS 22.0 statistical software are used for verification. The research results show that:
(1) A prevention focus is more persuasive than a promotion focus, and the impact shown is significant. (2) A rational advertising appeal is more persuasive than an emotional advertising appeal, and a utilitarian advertising appeal is more persuasive than a value-expressive advertising appeal. After verification, the impact is not significant. (3) When the consumer is in a state of promotion focus, an emotional appeal is more persuasive than a rational appeal; when the consumer is in a state of prevention focus, a rational appeal is more persuasive than an emotional appeal. After verification, the impact of both is significant. (4) When the consumer is in a state of prevention focus, a utilitarian advertising appeal is more persuasive than a value-expressive advertising appeal; when the consumer is in a state of promotion focus, a value-expressive advertising appeal is more persuasive than a utilitarian advertising appeal. After verification, the impact of both is significant. (5) There is a significant impact between persuasiveness and consumers’ willingness of staying. Based on the research results above, a number of recommendations are proposed in this paper as a reference for the industry practitioners and follow-up researchers.

摘要 I
AbstractII
誌謝 IV
目錄 Ⅴ
圖目錄 Ⅶ
表目錄 Ⅷ
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
第二章 文獻探討 7
第一節 環保旅館 7
第二節 調節焦點 12
第三節 廣告訴求 18
第四節 說服力 30
第五節 住宿意願 34
第三章 研究設計與方法 37
第一節 研究架構 37
第二節 研究假說 38
第三節 研究變項操作性定義與衡量 46
第四節 研究設計 51
第五節 資料分析方法 60
第四章 研究結果 61
第一節 實驗一研究結果 61
第二節 實驗二研究結果 65
第三節 迴歸分析-說服力對住宿意願之影響 69
第五章 結論與建議 71
第一節 結論 71
第二節 建議 76
第三節 研究限制 77
第四節 未來研究方向 78
參考文獻 79
附錄一 (前測問卷) 97
附錄二 (正式問卷) 109

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三、網路
1.Ecomall (2004).環保旅館定義。取自
http://www.ecomall.com/
2.Going Green in the Hospitality Industry（2008）.環保理念宣傳。取自
http//www.studymode.com/essays/Going-Green-Hospitality-Industry-170580.html.
3.Green Hotels Association(2002). 環保旅館定義。取自
http://greenhotels.com/index.php1983.
4.Green Hotels in the Green Mountain State(2006).環保旅館的經營理念。取自
http：//www.vtgreenhotels.org/whatis.html.
5.Green Mountain State(2010). 環保旅館定義與策略性環境管理計畫。取自
http://www.vtgreenhotels.org/
6.Hotel & Motel Management(2004)。環保旅館定義。取自
http://www.hotelmotel.com
7.交通部觀光局。台灣近年觀光外匯收入及國內旅遊支出及總收入。取自
http://admin.taiwan.net.tw/public/public.aspx?no=315
8.行政院環保署。環保旅店計畫。取自
http://www.epa.gov.tw/np.asp?ctNode=30593&mp=epa
9.行政院環境保護署綠色生活資訊網。旅館業環保標章規格標準。取自
https://greenliving.epa.gov.tw/Public/
10.低碳永續家園資訊網。能源節約與綠色生活。取自
https://lcss.epa.gov.tw/default.aspx