大学生消费绿色酒店产品的行为意愿研究

Research on College Students' Buying Willingness on Green Hotel Products

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。

The green hotel market didn＇t rapidly develop as expected after green hotel was introduced into China.Buying behavior is an important factor affecting the development of green hotel market,and buying willingness of consumer has a significant impact on their buying behavior. From the consumer perspective,this paper explored the buying willingness of college students on green hotel products. Firstly,this paper constructs theoretical model based on DTPB. Secondly,integrating the advantages of offline survey and online survey,this paper obtains survey data by using questionnaire. Finally,this paper uses structural equation model to analyze data and interpret data. The data analysis shows that to college students the subjective norms have a dominant influence on their buying willingness on green hotel products at present,and the consumption attitude also has a certain influence on buying willingness of college students on green hotel products,but the perceived behavior control doesn＇t have a significant influence on buying willingness of college students on green hotel products. The conclusion of this paper provides useful reference for development of China＇s green hotel market. Limited to time and conditions,this paper fails to carry out an in-depth analysis of the differences between the findings of the study and other scholars＇ findings. We hope in the future to carry out further follow-up research work.