國軍之綠色旅遊傾向、行為意圖與購買行為之關聯性-以顧客涉入為調節變數

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题名:	國軍之綠色旅遊傾向、行為意圖與購買行為之關聯性-以顧客涉入為調節變數 Green tourism tendencies of the national army,behavioral intention and buying behavior - moderating customer involvement
作者:	蔣篤明 Chiang, Tu-Ming
贡献者:	觀光事業學系觀光休閒事業管理碩士在職專班
关键词:	綠色旅遊傾向行為意圖購買行為顧客涉入 green tourism tendencies behavioral intentions buying behavior customer involvement
日期:	2014-06
上传时间:	2014-09-30 16:38:14 (UTC+8)
摘要:	適時的旅遊成為國軍官士兵弟兄紓解的重要管道。近幾年氣候環境變遷，全球暖化加速，國軍除身負保家衛國責任之外，更應愛護家園，注重生態環境保護，朝向綠色旅遊方式，讓生長的這份土地永續發展。透過研究瞭解國軍之綠色旅遊傾向與行為意圖關聯性、行為意圖與購買行為關聯性、以及顧客涉入對其行為意圖與購買行為影響性。研究結果發現，國軍之綠色旅遊傾向與行為意圖兩者之間有顯著的中度正相關，國軍之綠色旅遊傾向顯著正向影響行為意圖，國軍之綠色旅遊傾向與行為意圖有顯著性關聯，國軍之綠色旅遊傾向的程度愈高，則行為意圖程度也愈高。行為意圖與購買行為兩者之間有顯著的中度正相關，行為意圖顯著性正向影響購買行為，行為意圖與購買行為有顯著性關聯，行為意圖的程度愈高，則購買行為程度也愈高。顧客涉入顯著性正向影響行為意圖對購買行為，顧客涉入有顯著影響行為意圖對於購買行為的影響性，顧客涉入的程度愈高，則行為意圖對購買行為程度也愈高。 Through research to understand green tourism tendencies and behavioral relevance of the military's intentions, behavioral intentions and purchase behavior relevance, and customer involvement effect on behavioral intentions and purchase behavior surname. Study found that there is a significant positive correlation between the degree of mili-tary green tourism tendencies and behavioral intentions of the two persons, green tour-ism tendencies and behavior of military intent have significant relevance, degree of mil-itary higher tendency of green tourism, the behavior of the degree of intent also higher. Between behavioral intentions and purchase behavior by two significant moder-ate posi-tive correlation with behavioral intentions have significant purchasing behavior associ-ated higher degree of behavioral intentions, the extent of buying be-havior is also higher. Customer involvement significant positive impact on the buying behavior behav-ioral in-tentions, customer involvement has a significant impact on be-havioral intentions for the purchase behavior of resistance, the higher the degree of cus-tomer involvement, the de-gree of behavioral intentions buying behavior is also higher.
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