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E10012
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消費者對綠色餐廳的認知、個人價值觀與用餐意願之研究:環境關切與態度之中介角色
The Study of Consumers\' Perceptions, Personal Values and Intention toward Green Restaurant: the Mediating Roles of Environmental Concerns and Attitudes
1.吳坤山
1.Kun-shan Wu
1.淡江大學企業管理學系
1.Department of Business Administration , Tamkang University
001,002,003,004
1.淡江大學企業管理學系
1.Department of Business Administration , Tamkang University
002
1.行政院國家科學委員會
1.National Science Councial
A.14 計畫執行期間(起):2011-08-01
A.14 計畫執行期間(訖):2012-07-31
2011-01-152011-02-14
A.16 收到日期:2012-10-30
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年滿20歲以上之一般消費者

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C.2 聯絡日期:2012-10-31
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1.淡江大學企業管理學系
1.Department of Business Administration , Tamkang University
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自計畫執行結束日期起三年後公開

C.7 資料公開日期:2015-08-01
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1.綠色餐廳
2.個人價值
3.環境關切
4.價值-態度-意圖模式
1.Green Restaurant
2.Personal Values
3.Environmental Concern
4.Value-Attitude-Intention
隨著消費者環境保護意識的抬頭,企業的行銷活動亦更重視環保訴求。但有關綠色餐廳的相關研究,仍多為探討餐飲業及消費者對綠色餐廳的認知、消費者對綠色 餐廳之消費意願與願付價格、消費者生活型態與綠色餐廳之消費態度及意願調查;然對於消費者本身的個人價值、環境關切、選擇綠色餐廳的態度及行為意圖之間的 關係研究,卻付之闕如。因此本計畫將針對消費者本身的個人價值、環境關切及選擇綠色餐廳行為進行研究。 本研究計畫主要以價值-態度-意圖(value-attitude-intention)模式為基礎,並結合環境關切,建構出消費者選擇綠色餐廳的行為模 式,期望能對消費者選擇綠色餐廳之行為進行更深入的分析。本問卷採便利抽樣詢問有關消費者對於選擇綠色餐廳行為意圖,總計得到254份有效問卷。研究發現 本研究所建構之因果模式是適配的,消費者價值、態度對消費者到綠色餐廳消費的行為意圖有顯著正面影響,且消費者價值可經由態度變項進而對消費者到綠色餐廳 消費的行為意圖產生顯著正面影響。

With the rising of consumers’ awareness on environment protection, more and more corporations also pay more attention to environmental protection on their marketing activities. The increased environmental awareness is poised to have a significant influence on green restaurants. Although, in the green restaurants, previous studies have dealt with the restaurant managers’ as well as the consumers’ perception of green restaurants, consumers willingness to pay for green restaurant, investigate the relationships of consumers’ life style, consumers attitude and purchase intention toward green restaurant. However, to our knowledge, few researchers have shed light focused on restaurant customers’ decision-making processes when visiting a green restaurant. In addition, the relationships between personal values, environmental concerns, attitude and intention towards green restaurant have not yet been examined. Structural equation modeling was employed to test the proposed model in our study. Data collected from 254 face-to-face surveys confirmed the hypotheses of the present study and the findings of the current literature on this wider topic. The results revealed that our proposed model (value-attitude-intention) has a good fit to the data. We developed our model based on theoretical support and suggested modification indices. A structural equation analysis of our research model showed that personal values and attitudes positively affected intention to visit a green restaurant. We also found that consumers’ attitudes partially mediate the influence of the personal value of green restaurants on the visit intention toward green restaurants.

D.16 完成檢誤日期:2013-10-30
D.17 預定釋出日期:2015-08-01
D.18 初次釋出日期:2015-08-03
D.19_1 最新版釋出日期:2015-08-03
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10.6141/TW-SRDA-E10012-1
http://efenci.srda.sinica.edu.tw/webview/index.jsp?object=http://efenci.srda.sinica.edu.tw:80/obj/fStudy/E10012
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