2012 05 26 An investigation of green tourists decision formation: Developing an extended model of the theory of planned behavior. A case study of Kenting Shirding Eco-tourism

Outlines2012/5/26*

2012/5/26*(1/2)

2012/5/26*(2/2)302SPSS 12.0LISREL 8.80t

2012/5/26*1.1 (1/2)2005

2012/5/26*1.1 (2/2)

2012/5/26*1.2 (1/2)

2012/5/26*1.2 (2/2)

2012/5/26*1.3 (1/2)1

2012/5/26*1.3 (2/2)6

2012/5/26*

2012/5/26*2.1(1/3)1965HetzerHetzer(Ecological Tourism)TaoEaglesSmith(2004)

2012/5/26*2.1(2/3)BlangyMehta(2006)

2012/5/26*2.1(3/3)(Spirits of Eco-tourism)

2012/5/26*2.2 (Theory of planned behavior, TPB)Behavioral beliefs Control beliefsPerceived Behavioral controlBehaviorNormative beliefsAttitudeSubjective normbehavioral intention

2012/5/26*2.3(The extened TPB model)Ajzen(1991)TPBTPBAjzen(1991)Reiter(2011)

2012/5/26*2.3(The extened TPB model)

Service Quality

Tourists Satisfaction

Attitude

Behavioral Beliefs

Normative Beliefs

Perceived Behavioral Control

Overall Image

Frequency of Past Behavior

Revisit Intention

Control Beliefs

Subjective Norm

2012/5/26*(1/6)MurphyPritchardSmith(2000)BakerCrompton(2000)HanRyu(2007)2.3.1 (Service Quality & Satisfaction)

2012/5/26*(2/6)

2.3.5 (Subjective norm & Attitude)

2012/5/26*(3/6)2.3.6 (Perceived behavioral control)

2012/5/26*(4/6)Castro ArmarioRuiz(2007)2.3.7 (Overall image)

2012/5/26*(5/6)Reiter(2011)(Eco-awareness)Sirakaya(1999)2.3.10 (Eco-awareness)

2012/5/26*(6/6)Ajzen(1991)2.3.9 (Behavior intention)

2012/5/26*(1/16)3.2 HanKim(2010)

Service Quality

Tourists Satisfaction

Attitude

Behavioral Beliefs

Normative Beliefs

Perceived Behavioral Control

Overall Image

Frequency of Past Behavior

Revisit Intention

Control Beliefs

Subjective Norm

2012/5/26*(2/16)3.2 123

Normative Beliefs

Behavioral Beliefs

H3

Attitude

H4

H1

H5

H2

H7

Control Beliefs

Tourists Satisfaction

Subjective Norm

Perceived Behavioral Control

Overall Image

Eco-awareness

Behavior Intention

H8

H9

H10

H11

H6

H12

Service Quality

2012/5/26*(3/16)3.1 H01H02H03H04H05H06H07H08H09H10H11H12

2012/5/26*(4/16)3.3

3.4 20119212011118308630298 %

2012/5/26*(5/16)-(Service quality)AkamaKieti(2003)CannirePelsmackerGeuens(2009)GonzlezComesanaBrea(2007)HanKim(2010)Khan(2003)TsaurLin(2004)18 (Likert scale) 1. 2. 3. 4. 5. 6.

2012/5/26*(6/16)-(Service quality)

7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18.

2012/5/26*(7/16)-(Behavioral beliefs)FieldingTerryMasserBordiaHogg(2005)HanHsuSheu(2010)HanKim(2010)LamHsu(2006)PrimmerKarppinen(2010)6(Likert scale) 1. 2. 3. 4. 5. 6.

2012/5/26*(8/16)-(Normative beliefs)FieldingTerryMasserBordiaHogg(2005)HanHsuSheu(2010)HanKim(2010)LamHsu(2006)Sparks(2007)3(Likert scale) 1. 2. / 3.

2012/5/26*(9/16)-(Control beliefs)FieldingTerryMasserBordiaHogg(2005)HanHsuSheu(2010)HanKim(2010)Karppinen(2005)PremkumarRamamurthyLiu(2008)Sparks(2007)SparksPan(2009)7(Likert scale) 1. 2. 3. 4. 5. 6. 7.

2012/5/26*(10/16)-(Tourists satisfaction)HanKim(2010)MohammadFatimahZalihaKamaruzaman(2009)MengTepanonUysal(2008)Tian-ColeCromptonWillson(2002)YuGoulden(2006)6(Likert scale) 1. 2. 3. 4. 5. 6.

2012/5/26*(11/16)-(Attitude)CannirePelsmackerGeuens(2009)FieldingMcDonaldLouis(2008)HanHsuSheu(2010)HanHsuLeeSheu(2010)HanKim(2010)LamHsu(2006)SparksPan(2009)9(Likert scale) 1. / 2. / 3. / 4. / 5. / 6. / 7. / 8. / 9. /

2012/5/26*(12/16)-(Subjective norm)CannirePelsmackerGeuens(2009)FieldingMcDonaldLouis(2008)HanHsuSheu(2010)HanKim(2010)HsiaoYang(2010)Lee(2009)PremkumarRamamurthyLiu(2008)SparksPan(2009)5(Likert scale) 1. 2. 3. 4. 5.

2012/5/26*(13/16)-(Perceived behavioral control)CannirePelsmackerGeuens(2009)FieldingMcDonaldLouis(2008)HanHsuSheu(2010)HanKim(2010)HsiaoYang(2010)Lee(2009)SparksPan(2009)6(Likert scale) 1. 2. 3. 4. 5. 6.

2012/5/26*(14/16)-(Overall image)AlcaizGarcaBlas(2005)BignSnchezSnchez(2001)CastroArmarioRuiz(2007)HanHsuLee(2009)HanKim(2010)4(Likert scale) 1. 2. 3. 4.

2012/5/26*(15/16)-(Eco-awareness)CalkinsThant(2011)DinevHu(2007)LeeMoscardo(2005)Tubb(2003)9(Likert scale) 1. 2. 3. 4. 5. 6. 7. 8. 9.

2012/5/26*(16/16)-(Behavior intention)ChenTsai(2007)FieldingMcDonaldLouis(2008)GonzlezComesanaBrea(2007)HanHsuLee(2009)HanHsuSheu(2010)HsiaoYang(2010)HuiWanHo(2007)LinWangHwang(2010)RyuHanKim(2008)SparksPan(2009)6(Likert scale) 1. 2. 3. // 4. // 5. 6. //

2012/5/26* & t

2012/5/26*(1/19)

Chart1

31.1

68.9

31.1%

68.9%

Sheet1

31.168.9

2012/5/26*(2/19)

Chart1

0.013

0.281

0.447

0.235

0.023

0

16~24, 1.3%

25~34, 28.1%

35~44, 44.7%

45~54, 23.5%

55~64, 2.3%

65, 0.0%

Sheet1

16~2425~3435~4445~5455~6465

1.30%28.10%44.70%23.50%2.30%0.00%

2012/5/26*(3/19)

Chart1

0

0.013

0.056

0.123

0.626

0.182

, 0.0%

, 1.3%

, 5.6%

, 12.3%

, 62.6%

, 18.2%

Sheet1

0.00%1.30%5.60%12.30%62.60%18.20%

2012/5/26*(4/19)

Chart1

0.159

0.109

0

0.01

0.003

0.003

0.007

0

0.156

0

0

0.007

0.066

0.033

0.252

0.139

0.056

0

0

0

0

0

0

, 25.2%

Sheet1

15.90%10.90%0.00%1.00%0.30%0.30%0.70%0.00%15.60%0.00%0.00%0.70%6.60%3.30%25.20%13.90%5.60%0.00%0.00%0.00%0.00%0.00%0.00%

2012/5/26*(5/19)

Chart1

0.017

0.48

0.007

0.05

0.007

0.003

0.401

0.027

0.01

0

0

, 1.7%

, 48%

, 0.7%

, 5.0%

, 0.7%

, 0.3%

/, 40.1%

, 2.7%

, 1.0%

, 0.0%

, 0.0%

Sheet1

1.70%48.00%0.70%5.00%0.70%0.30%40.10%2.70%1.00%0.00%0.00%

2012/5/26*(6/19)

Chart1

0.695

0.304

69.5%

30.4%

Sheet1

69.50%30.40%

2012/5/26*(7/19)

Chart1

0.02

0.013

0.278

0.513

0.126

0.043

0.007

10,000, 2.0%

10,001-20,000, 1.3%

20,001-30,000, 27.8%

30,001-40,000, 51.3%

40,001-50,000, 12.6%

50,001-60,000, 4.3%

60,001, 0.7%

Sheet1

10,00010,001-20,00020,001-30,00030,001-40,00040,001-50,00050,001-60,00060,001

2.00%1.30%27.80%51.30%12.60%4.30%0.70%

2012/5/26*(8/19)

Chart1

0.437

0.036

0

0

0.526

0

, 43.7%

, 3.6%

, 0.0%

, 0.0%

, 52.6%

, 0.0%

, 0.0%

Sheet1

43.70%3.60%0.00%0.00%52.60%0.00%

2012/5/26*(9/19)

Chart1

0

0.275

0.457

0.212

0.056

, 5.6%

, 27.5%

, 45.7%

, 21.2%

, 0.0%

Sheet1

0.00%27.50%45.70%21.20%5.60%

2012/5/26*(10/19)

2012/5/26*(11/19)

1.13

BB1

1.60

BB3

BB4

1.76

AT6

NB1

0.69

1.26

NB2

NB3

1.25

0.59

CB2

0.77

1.19

CB3

CB6

1.31

1.40

AT2

AT7

0.51

SN2

SN3

SN5

2.12

2.12

0.28

0.59

0.85

0.80

0.25

0.35

PC1

PC3

PC5

1.28

0.97

0.62

0.16

0.22

0.81

1.53

0.98

BI2

BI5

BI6

2012/5/26*(12/19)BBNBCBATSNPCBIBBBehavioral beliefsNBNormative beliefsCBControl beliefsATAttitudeSNSubjective normPCPerceived behavioral controlBIBehavior intention

Standardized solutionR-squaredAT = 0.25 SN + 0.59 BB0.58SN = 0.85 NB0.72PC = 0.80 CB0.63BI= 0.62 AT + 0.16 SN + 0.22 PC0.75

2012/5/26*(13/19)

SQ14

NB1

0.70

1.27

NB2

NB3

1.25

0.44

AT6

BB3

1.61

1.75

BB4

BB6

1.18

AT7

0.40

AT8

1.41

SN2

SN3

SN5

2.12

2.12

0.27

0.81

0.84

CB2

0.96

1.21

CB3

CB6

1.31

0.76

0.22

0.42

PC1

PC3

PC5

1.18

1.02

0.34

0.29

0.08

0.80

1.51

1.00

BI2

BI5

BI6

SQ7

1.06

1.41

SQ8

SQ11

1.28

0.99

0.91

TS2

1.28

1.59

TS3

TS4

1.00

TS5

1.66

0.02

0.17

2012/5/26*(14/19)SQTSBBNBCBATSNPCBI

Standardized solutionR-squaredTS = 0.91 SQ 0.83AT = 0.22 SN + 0.016 SQ + 0.81 BB 0.94SN = 0.84 NB0.71PC = 0.76 CB0.57BI= 0.17 TS + 0.34 AT + 0.29 SN + 0.076 PC0.59

2012/5/26*(15/19)

NB1

0.76

1.13

NB3

1.73

AT2

1.52

BB1

BB2

1.47

AT3

1.66

AT6

0.46

SN1

SN2

SN3

0.10

2.13

2.11

0.07

0.87

CB3

1.05

1.24

CB6

0.92

0.25

0.84

PC3

PC5

PC6

1.95

1.29

0.38

0.11

0.16

0.79

0.99

1.57

BI2

BI4

BI5

SQ12

1.43

1.38

SQ13

SQ16

1.36

0.74

1.63

1.59

TS3

TS4

1.06

TS6

0.39

0.04

0.31

0.65

OI1

OI2

OI3

1.55

1.78

2012/5/26*(16/19)SQTSBBNBCBATSNPCOIBI

Standardized solutionR-squaredTS = 0.74 SQ 0.55AT = 0.25 SN + 0.39 SQ + 0.067 BB 0.39SN = 0.87 NB0.75PC = 0.92 CB0.85BI= 0.040 TS + 0.38 AT + 0.11 SN + 0.16 PC + 0.31 OI0.70

2012/5/26*(17/19)

NB2

1.36

1.28

NB3

EA4

EA5

1.73

AT2

0.94

1.22

0.11

1.64

BB3

BB6

1.18

AT3

1.65

AT7

0.43

SN1

SN2

SN3

0.10

2.13

2.11

0.29

0.83

PC6

CB3

1.05

1.19

CB6

1.94

0.95

0.30

0.35

PC1

PC3

PC5

1.29

0.86

0.37

0.14

0.11

1.48

0.94

BI5

BI6

SQ11

1.48

1.49

SQ12

SQ15

1.32

0.71

1.77

0.92

TS2

TS3

1.74

TS6

0.06

0.00

0.39

0.63

OI1

OI2

OI3

1.56

1.76

2012/5/26*(18/19)SQTSBBNBCBATSNPCOIEABI

Standardized solutionR-squaredTS = 0.71 SQ 0.50AT = 0.30 SN + 0.057 SQ + 0.29 BB 0.33SN = 0.83 NB0.68PC = 0.95 CB0.90BI= 0.0049 TS + 0.37 AT + 0.14 SN + 0.11 PC + 0.39 OI + 0.11 EA0.80

2012/5/26*(19/19)

1234 c2179.00361.00303.00350.00c2/df6.756.346.925.993GFI0.850.800.800.820.9AGFI0.800.750.750.770.9CFI0.910.920.930.930.9NFI0.900.910.910.920.9NNFI0.900.910.910.920.9IFI0.910.920.930.930.9RFI0.880.890.900.910.9RMR0.250.270.280.290.05SRMR0.070.070.070.070.05RMSEA0.090.090.090.080.05PNFI0.760.810.790.790.50CN113.78113.35105.48120.23200

2012/5/26*(1/7)35~44HoldenSparrowhawk(2002)

2012/5/26*(2/7)(CFI 0.90NFI 0.90 NNFI = 0.90 IFI 0.90PNFI 0.50) 0.5(R2)0.75 0.59 0.70 0.80

2012/5/26*(3/7)

H1H2H3H4H5H6H7H8H9H10H11H12

2012/5/26*(4/7)a(R2 = 0.90) (a) (b)

2012/5/26*(5/7)b(R2 = 0.68) (a) (b)

2012/5/26*(6/7)c (a) (b)

2012/5/26*(7/7)a b c

2012/5/26*