以行為推理理論探討環保認知、夜市 意象、願意犧牲態度對環保夜市行為意圖影響之研究

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/53515

Title:	以行為推理理論探討環保認知、夜市意象、願意犧牲態度對環保夜市行為意圖影響之研究 Exploring the Impact of Environmental Cognition, Night Market Image, and Willing to Sacrifice on Green Night Market Consumer Behavior Inten-tion Based on Behavior Reasoning Theory
Authors:	張淳雅
Contributors:	觀光事業學系
Keywords:	旅遊目的地意象犧牲便利性犧牲金錢造訪意願環保消費行為 Tourism destination image Willingness to sacrifice for convenience Willingness to sacrifice for finance Visit intention、Green consumption behavior
Date:	2024
Issue Date:	2024-07-17 14:39:12 (UTC+8)
Abstract:	台灣人最引以為傲的夜市在熱鬧繁華的背後卻一直存在著負面的印象，隨著綠色意識開始出現，國內環保署開始進行夜市全面的環保改善，儘管採取了環保政策，人們普遍還是偏向自身的利益勝過於環境保護。故本研究目的為探討夜市遊客的環保認知與夜市意象，對於在消費時的願意犧牲態度及行為意圖之間的影響。本研究之研究對象以一年內造訪過夜市之本國遊客為主、使用便利抽樣於網路問卷回收388份有效問卷，使用SPSS 22.0分析問卷結果。研究結果發現，環保認知對夜市意象及願意犧牲態度皆有正相關關係；正面夜市意象對願意犧牲態度及夜市行為意圖皆有正相關關係，負面夜市意象對願意犧牲態度的便利性有正向顯著影響，對金錢無顯著關係；對夜市行為意圖之造訪意願無顯著影響，環保消費行為意圖有正向顯著影響；願意犧牲態度對夜市行為意圖皆有正向的顯著關係。研究建議應提高人們對於環保夜市功能的了解，同時於環保夜市更準確落實環保相關的設施減少夜市存在的負面印象增加造訪的意願。 Taiwan's night markets are important part of the Taiwan culture. However, Taiwan night markets also have some negative issues like environmental pollution. As environmental awareness grows, Taiwan mistry of environmental has started implementing green policies in night markets. Despite these efforts, people often prioritize personal convenience over environmental protection. This study aims to explore night market visitors' environmental cognition and night market image affect their attitude of willingness to sacrifice and their behavioral intentions. The study focuses on domestic tourists who have visited night markets in the past year. Using convenience sampling, 388 valid online questionnaires were collected. The data was analyzed using SPSS 22.0 to answer these questions. Results showed environmental cognition positively influence both positive and negative night market image, also positively influence both willingness to sacrifice for convenience and finance sacrifices；positive night market image positively influence both willingness to sacrifice for convenience and finance sacrifices and also positively influence both behavioral intentions of visit intention and green consume behavioral intentions. negative night market image positively influence willingness to sacrifice for conveniencesacrifices but showed no significant association between finance sacrifices, also positively influence behavioral intentions of green consume intention but showed no significant association between visit intention. The study suggests enhancing public understanding of green night markets and accurately implementing eco-friendly facilities to reduce negative image of night market. This would increase more people willingness to visit green night market.
Appears in Collections:	[Department of Tourism & Graduate Institute of Tourism Industry ] Thesis

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