大学生消费绿色酒店产品的行为意愿研究

发布时间：2018-06-17 19:14

  本文选题：绿色酒店 + 消费意愿　； 参考：《北京联合大学学报(人文社会科学版)》2017年04期

【摘要】：绿色酒店被引入我国后,这一市场并未如预期般得以迅速发展。消费者的购买行为是影响绿色酒店市场发展的重要因素,而消费者的消费意愿又对其购买行为具有重要影响。因此,从消费者视角出发,以大学生为研究对象,探讨其对绿色酒店产品的消费行为意愿。基于解构计划行为理论构建理论模型,并融合线下调查与线上调查的优势,通过实地发放问卷与网络发送问卷形式获得调查数据,之后利用结构方程模型进行数据分析与解释。数据分析结果显示,在当前阶段,对我国大学生消费者而言,主观规范对其绿色酒店消费意愿占据主导性影响作用,消费态度对其绿色酒店消费意愿也具有一定的影响作用,但是感知行为控制对其绿色酒店消费意愿并不具有显著性影响。研究结论对于我国分阶段、分步骤地培育和发展绿色酒店市场提供了有益的参考性建议。
[Abstract]:After green hotel was introduced into our country, this market did not develop rapidly as expected. The purchase behavior of consumers is an important factor affecting the development of green hotel market, and the consumer's consumption intention has an important impact on their buying behavior. Therefore, from the perspective of consumers, this paper discusses the consumer behavior of college students on green hotel products. Based on the theory of deconstruction plan behavior, the theoretical model is constructed, and the advantages of offline and online surveys are combined. The survey data are obtained in the form of field questionnaires and network questionnaires, and then the structural equation model is used to analyze and explain the data. The results of data analysis show that, at the present stage, for college students in China, subjective norms play a leading role in the green hotel consumer willingness, and consumer attitude also has a certain impact on their green hotel consumption will. However, perceived behavior control has no significant effect on the green hotel consumption intention. The conclusion of the study provides some useful suggestions for developing green hotel market step by step in China.
【作者单位】： 北京第二外国语学院经贸与会展学院;
【基金】：2016年北京旅游发展研究基地自设项目“我国旅游保险产品的消费者购买行为心理归因与干预措施研究”(项目编号:211001/005)
【分类号】：F713.55;F719.2;G645.5
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本文编号：2032157