本文選題：綠色酒店 + 消費意愿��； 參考：《北京聯(lián)合大學學報(人文社會科學版)》2017年04期

【摘要】：綠色酒店被引入我國后,這一市場并未如預期般得以迅速發(fā)展。消費者的購買行為是影響綠色酒店市場發(fā)展的重要因素,而消費者的消費意愿又對其購買行為具有重要影響。因此,從消費者視角出發(fā),以大學生為研究對象,探討其對綠色酒店產(chǎn)品的消費行為意愿�；诮鈽嬘媱澬袨槔碚摌嫿ɡ碚撃Ｐ�,并融合線下調查與線上調查的優(yōu)勢,通過實地發(fā)放問卷與網(wǎng)絡發(fā)送問卷形式獲得調查數(shù)據(jù),之后利用結構方程模型進行數(shù)據(jù)分析與解釋。數(shù)據(jù)分析結果顯示,在當前階段,對我國大學生消費者而言,主觀規(guī)范對其綠色酒店消費意愿占據(jù)主導性影響作用,消費態(tài)度對其綠色酒店消費意愿也具有一定的影響作用,但是感知行為控制對其綠色酒店消費意愿并不具有顯著性影響。研究結論對于我國分階段、分步驟地培育和發(fā)展綠色酒店市場提供了有益的參考性建議。
[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.
【作者單位】： 北京第二外國語學院經(jīng)貿與會展學院;
【基金】：2016年北京旅游發(fā)展研究基地自設項目“我國旅游保險產(chǎn)品的消費者購買行為心理歸因與干預措施研究”(項目編號:211001/005)
【分類號】：F713.55;F719.2;G645.5
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本文編號：2032157