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研究生:王乙軒
研究生(外文):WANG, YI-HSUAN
論文名稱:綠色品牌、綠色信任、Covid-19的恐懼影響綠色行為意圖之因果模式分析(以連江縣旅遊為例)
論文名稱(外文):The Causal Model Analysis of the Effects of Green Branding, Green Trust and Covid-19 Fear on Green Behavioral Intention
指導教授:劉祥得劉祥得引用關係曹銳勤曹銳勤引用關係
指導教授(外文):LIU, HSIANG-TETSAUR, RUEY-CHYN
口試委員:李靜玲高佩珊
口試委員(外文):LI, CHING-LINGKAO, PEI-SHAN
口試日期:2024-06-17
學位類別:碩士
校院名稱:銘傳大學
系所名稱:公共事務與行政管理學系碩士在職專班
學門:社會及行為科學學門
學類:公共行政學類
論文種類:學術論文
論文出版年:2024
畢業學年度:112
語文別:中文
論文頁數:127
中文關鍵詞:綠色品牌綠色信任Covid-19恐懼行為意圖
外文關鍵詞:Green brandingGreen trustFear of Covid-19Behavioral intentions
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本研究係探討綠色品牌、綠色信任、Covid-19恐懼、行為意圖、支付額外 費用意願、主觀規範、態度之間的關係,並透過(綠色品牌、綠色信任、Covid-19的恐懼影響綠色行為意圖之因果模式分析 ),以探討連江縣(馬祖)旅客對於綠色行為意圖的實際影響。本研究採取文獻探討及量化問卷方式,針對問卷對象進行隨機抽樣,自2024年3月1日至2024年3月31日止,獲得有效樣本256份,並以統計軟體SPSS進行資料分析。經統計分析後歸納出下列結論:(一)綠色品牌影響綠色信任。(二)綠色信任顯著影響COVID-19的恐懼。(三)綠色信任顯著影響對綠色飯店的願意支付額外費用。(四)綠色信任影響對綠色飯店的主觀規範。(五)綠色信任顯著影響綠色飯店的態度。(六)主觀規範顯著影響對綠色飯店的行為意圖。(七)態度顯著影響對綠色飯店的行為意圖。
This study aims to explore the relationships among green branding, green trust, fear of Covid-19, behavioral intentions, willingness to pay extra, subjective norms, and attitude. The research methodology includes a literature review and quantitative questionnaire. Random sampling was conducted on the target respondents from March 1, 2024, to March 31, 2024, resulting in 256 valid samples. Data analysis was performed using the statistical software SPSS. The following conclusions were drawn from the statistical analysis: (1)Green branding influences green trust. (2)Green trust significantly affects the fear of Covid-19. (3)Green trust significantly affects the willingness to pay extra for green hotels. (4)Green trust influences subjective norms regarding green hotels. (5)Green trust significantly affects the attitude toward green hotels. (6)Subjective norms significantly affect green hotel behavioral intentions. (7)Attitude significantly influences green hotel behavioral intentions.
致謝辭 i
摘要 iii
ABSTRACT iv
表目錄 vii
圖目錄 ix
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 6
第三節 研究方法與流程 9
第二章 文獻探討 12
第一節 綠色品牌 12
第二節 綠色信任 16
第三節 COVID-19的恐懼性 19
第四節 願意支付額外費用 24
第五節 主觀規範 26
第六節 態度 29
第七節 行為意圖 31
第三章 研究設計 33
第一節 研究架構 34
第二節 研究假設 35
第三節 問卷設計 47
第四節 統計方法 53
第四章 統計資料分析 57
第一節 受訪對象基本資料分析 57
第二節 信度與效度分析 59
第三節 相關分析 65
第四節 T檢定與單因子變異數分析 69
第五節 假設驗證 81
第五章 研究結論與建議 92
第一節 研究結論 92
第二節 研究建議 96
第三節 研究限制與未來研究方向 98
參考文獻 100
附錄 113

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