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    題名: 以計畫行為理論分析影響消費者使用旅館環保服務之行為意向
    其他題名: An Analysis of Behavior Intention for Hotel of Environmental Conservation by Theory of Planned Behavior
    作者: 卓詩鎔
    Cho, Shih-Jung
    貢獻者: 文化創意事業管理學系文創行銷碩士班
    黃昱凱
    Yu-Kai Huang
    關鍵詞: 計畫行為理論;服務品質;旅遊網站;環保旅館
    Theory of Planned Behavior;Service Quality;Travel Websites;Green Hotel
    日期: 2015
    上傳時間: 2015-08-24 11:56:17 (UTC+8)
    摘要: 　　隨著永續發展的課題被人民所重視，環保意識已經成為近年來全球各國普遍關心的議題，因此環保旅館越來越熱門，各國紛紛提倡環保旅館、綠色旅館、生態旅館。在眾多的旅遊網站及旅行社網站選擇上，消費者應都有自己重視的決定因素，加上近來旅行社亦積極拓展網路市場，而了解消費者在意的關鍵因素是增進旅行社商品售出的一大關鍵因素；再者，重視環保意識的旅館業者也逐漸增加中，對於旅館的訂房專案或是備品的提供，都會有與以往不一樣的訂房新選擇，也因著價格的調降，漸進式鼓勵消費者選擇環保專案，進而提升消費著的環保意識，共同為環保盡一份心。　　本研究希望能探討影響教師族群選擇旅遊網站的因素以及旅館環保方案的選擇意向，藉由計畫行為理論，發展「態度」、「主觀規範」以及「知覺行為控制」等變數來探討上述課題。根據路徑分析結果顯示，本研究多項假說驗證結果皆成立，即「安全隱私性」會正向影響旅遊網站的服務品質、「便利性」會正向影響旅遊網站的服務品質、「個人化」會正向影響旅遊網站的服務品質、「網站設計」會正向影響旅遊網站的服務品質、「可靠性」會正向影響旅遊網站的服務品質。「態度」會正向影響受測者行為意向、「主觀規範」會正向影響受測者行為意向、「知覺行為控制」與受測者的行為意向呈現負相關。
    　　As Sustainable Development is being valued by people, the awareness of environment protection has become the issue cared by countries around the world. Therefore, environment-protecting hotel is more and more popular. Countries around the world call on environmental hotels, green hotels, and ecological hotels one after another. Most of the teachers opt to take a trip in the summer and winter vocations. To choose from various travel websites and travel agency websites, they may have some decisive elements cared by themselves. Besides, travel agencies have actively developed the market on the Internet in recent years. To increase the sale of the commodity of the travel agency, understanding the elements concerned by consumers is a key element. Furthermore, the hotel business concerning about the awareness of environment protection is gradually increasing, so there are new choices for booking rooms due to the special cases for booking rooms or the providing of amenities. Also, because of the prices declining, it evolutionarily encourages consumers to select special cases of environment protection and raise consumers’ awareness of environment protection to make an effort for environment protection together.　　The research hopes to investigate the elements which influencing the teacher group on selecting the travel websites and the selecting will for living in environment-protecting hotels. By Theory of Planned Behavior, the researcher develops the variables including attitude, subjective norm, and perceived behavioral control to investigate the issues above. According to the result of path analysis, lots of the assumption in the research is valid through testifying. That is: security and the privacy positively influence the service quality of travel websites; accessibility, personalization website designs and reliability positively influences the service quality of travel websites. Attitude positively influences subjects’ Behavioral Interventions; subjective norm positively influences subjects’ Behavioral Interventions; perceived behavioral control shows negative correlation with subjects’ Behavioral Interventions.
    顯示於類別:[文化創意事業管理學系] 博碩士論文

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