ABSTRACT

Despite most previous studies investigated the relationship between consumers’ attitude and behavior gap by adopting the theory of planned behavior (TPB). However, patronizing green hotels is still considered to be one of the most persistent challenges in behavioral transformation agenda. This paper aims to contribute to the TPB by investigating the role of personal norm (PN) in explaining consumers’ intention to patronize green hotels. This study also argues that consumers’ social norms (SN) can influence their attitudes, perceived behavioral control (PBC) and PN toward intention, and attitude can influence their PBC. A total of 399 valid questionnaires were collected to empirically test the generated hypotheses using SPSS and AMOS. The findings indicated that SN positively influenced PN, attitude, PBC and intention, respectively. PN, attitude, and PBC were shown to positively influence intention. Furthermore, PN shown a mediating effect on the relationship between SN and intention, attitude displayed a mediating effect on the relationship between SN and intention, and PBC mediated the relationship between attitude and intention. This study expanded the TPB which incorporated PN as an antecedent to provide a better understanding on consumers’ intention to patronize green hotels. The theoretical contributions, practical implications and limitation are discussed accordingly. 社会规范和个人规范对消费者光顾绿色酒店意愿的影响:计划行为理论的延伸

摘要

尽管之前的大多数研究都是采用计划行为理论（TPB）来研究消费者态度与行为差距之间的关系。然而，光顾绿色酒店仍然被认为是行为转变议程中最持久的挑战之一。本文旨在通过研究个人规范（PN）在解释消费者光顾绿色酒店意图方面的作用，为TPB做出贡献。本研究还认为，消费者的社会规范（SN）可以影响他们的态度、感知行为控制（PBC）和对意图的PN，而态度可以影响他们的PBC。总共收集了 399 份有效问卷，使用 SPSS 和 AMOS 对生成的假设进行实证检验。研究结果表明，SN 分别对 PN、态度、PBC 和意图产生积极影响。PN、态度、和 PBC 被证明对意图有积极影响。此外，PN在SN和意向的关系中发挥中介作用，态度在SN和意向的关系中发挥中介作用，PBC在态度和意向的关系中发挥中介作用。本研究扩展了TPB，将PN作为先决条件，以更好地了解消费者光顾绿色酒店的意图。相应地讨论了理论贡献、实际意义和局限性。社会规范和个人规范对消费者光顾酒店绿色意愿的影响：计划行为理论的延伸 PBC在态度和意图之间起中介作用。本研究扩展了TPB，将PN作为先决条件，以更好地了解消费者光顾绿色酒店的意图。相应地讨论了理论贡献、实际意义和局限性。社会规范和个人规范对消费者光顾酒店绿色意愿的影响：计划行为理论的延伸 PBC在态度和意图之间起中介作用。本研究扩展了TPB，将PN作为先决条件，以更好地了解消费者光顾绿色酒店的意图。相应地讨论了理论贡献、实际意义和局限性。社会规范和个人规范对消费者光顾酒店绿色意愿的影响：计划行为理论的延伸