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題名:消費者社經地位、綠色意象、綠色知覺價值與住宿意願關係之研究-以環保旅館住宿旅客為例
作者:陳志宏
作者(外文):Chen, Chih-Hung
校院名稱:國立暨南國際大學
系所名稱:國際企業學系
指導教授:施信佑
鄭健雄
學位類別:博士
出版日期:2019
主題關鍵詞:社經地位綠色意象綠色知覺價值住宿意願Social StatusGreen ImageGreen Perception ValueWillingness to Stay
原始連結:連回原系統網址new window
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在旅遊趨勢中「環保旅館」的重要性越來越被重視,這也是旅館業成功的關鍵之一。消費者訪問環保旅館的行為有個重要因素是他們越來越意識到環境問題的重要性,並對購買環保產品感興趣。因此綠色意象與綠色知覺價值這兩項概念延伸到旅館業,改變既有的旅館市場,轉而以綠色經營為發展目標,增加市場上的競爭力。
本研究目的探討社經地位、綠色意象、綠色知覺價值對住宿意願之關係,研究對象為環保旅館之消費者,採便利抽樣方法進行問卷調查,有效問卷為372份,統計分析後發現學歷對綠色知覺價值有顯著差異,平均月收入對綠色意象有顯著差異;此外,綠色意象對綠色知覺價值有顯著影響,綠色意象對住宿意願有顯著影響,綠色知覺價值對住宿意願皆有顯著影響;再者,綠色知覺價值之中介效果有顯著影響。因此依研究結果提出建議,以增進環保旅館業者與後續研究方向之參考。
The importance of “green hotel” in tourism trends is becoming more and more important, which is one of the keys to the success of the hotel industry. The intent of consumers to visit environmentally friendly hotels is an important factor because they are increasingly aware of the importance of environmental issues and are interested in purchasing environmentally friendly products. Therefore, the two concepts of green imagery and green perception value extend to the hotel industry, change the existing hotel market, and turn green business as the development goal to increase the competitiveness of the market.
The purpose of this study is to explore the relationship between social status, green image, and green perception value on accommodation intention. The research object is the consumer of green hotel. The questionnaire is surveyed by convenient sampling method. The effective questionnaire is 372. After statistical analysis, the results show that the level of education has a significant difference on the green perception value. The average monthly income has significant difference on the green image. In addition, green image has a significant impact on green perception value, green image has a significant impact on willingness to stay, and green perception value has a significant impact on willingness to stay. Furthermore, green perception value mediates the relationship between green image and willingness to stay. This study proposes based on the results of the study to promote reference for green hoteliers and follow-up research.
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