漂綠行為與信任感對綠色旅館再住宿意願之探討──住宿經驗及旅客類型之調節效果

Exploring the Impact of Greenwashing Behavior and Trust on the Willingness to Revisit Green Hotels: The Moderating Effects of Accommodation Experience and Customer Type

永續觀念的崛起以及環保意識的提升，許多環保概念已被廣泛應用在生活中，而漂綠問題也逐漸顯現。由於台灣觀光產業的蓬勃發展，配合上環保的理念，台灣的綠色旅館比比皆是。本研究將針對綠色旅館探討漂綠行為、綠色信任及再住宿意願的關係。並以顧客類型與過去住宿經驗為調節變項，探討消費者對於漂綠行為綠色旅館住宿意願之影響。
本研究採用便利抽樣法，以網路問卷發放方式進行調查，共回收241份有效問卷。實證研究結果發現，漂綠行為對綠色信任有顯著的負向影響，綠色信任對再住宿意願有顯著的正向影響。在調節效果方面，結果發現綠色信任與再住宿意願之關係會受到過去是否有住宿綠色旅館經驗的影響，但顧客類型(商務或度假型)的調節效果並不顯著。最後，本研究依據實證分析結果提出結論與建議。

The rise of sustainability concepts and the growing environmental awareness have led to the widespread application of various eco-friendly ideas in daily life, while the issue of greenwashing has gradually emerged. With the booming tourism industry in Taiwan and the promotion of environmental values, green hotels have become ubiquitous in the country. This study explores the relationship between greenwashing behavior, green trust, and the willingness to revisit green hotels. It also investigates how customer types and past lodging experiences moderate the impact of greenwashing behavior on consumers' willingness to stay at green hotels.
The research adopted a convenience sampling method and distributed an online questionnaire, resulting in 241 valid responses. The empirical findings indicate that greenwashing behavior has a significant negative impact on green trust, while green trust positively influences the willingness to revisit. In terms of moderating effects, the study found that the relationship between green trust and revisit intention is influenced by whether the customer has previously stayed at a green hotel, but the moderating effect of customer type (business or leisure) is not significant. Finally, based on the empirical results, the study provides conclusions and recommendations.