| Summary: | 碩士 === 大葉大學 === 事業經營研究所 === 94 === ABSTRACT
Leisure industry is considered as the non-chimney industry that is commonly valued by the countries all over the world. Both leisure industry and technology industry have been regarded as star industries in the 21st century. As people's non-working time and income increase, leisure and travel becomes the general activities in the living of human being. In order to satisfy the leisure and travel demand, the government and the leisure proprietor are inevitably to destroy environment and waste resources. It results in the environment and resources suffering a significant impact and leading to a great crisis.
The present study conducted a survey on the consumers who participated in the activities at all kinds of leisure fields. The consumers’ green cognition, i.e. green knowledge, green realization, green assessment, and green participation, are measured be a pre-designed questionnaire. The purposes of this study are to investigate and test the influence of consumers’ attributes and green cognition on the perceptive operation performance of the leisure proprietor, where the performance measures include two dimensions: customer satisfaction and consumer behavioral intention. The results showed that senior consumers with higher education degree might have a great extend of their green cognition. Besides, if the leisure proprietors have promoted the green policy, then their operation performance including customer satisfaction and consumer behavioral intention will be improved significantly. Furthermore, the results support that the higher degree of green consumer's cognition makes the higher perceived performance of customer satisfaction and consumer behavioral intention.
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