| Summary: | 碩士 === 國立臺南大學 === 生態科學與技術學系生態旅遊碩士班 === 103 === This research conducted questionnaire survey based on tourists that would stay overnight for travelling in Tainan; furthermore, categorized samples into green guesthouse and non-green guesthouse, and applied structural equation model onto constructing green purchase theory, tourists’ green purchase concept, tourists’ product attribute recognition towards green guesthouse, and tourists’ perceived value towards green guesthouse as three major factors. Taken selecting green guesthouse as the result, we constructed green perceived value as causal model, and compared differences between two samples.
Lisrel statistics software analysis result showed that samples of green guesthouse matched the assumption mode, and samples of non-green guesthouse’ product attributes have no direct relation to tourists’ purchase intention but have affected tourists’ intention using perceived value as mediator. This research approved, in the academic field, green purchase theory mode, and provided for further investigation in other consumer market to enhance this theory mode.
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