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| REFERENCE GROUP INFLUENCE AND SELF-PERCEIVED VALUE JUDGMENT OF XI'AN URBAN RESIDENTS' GREEN TRAVEL BEHAVIOR |
| BAI Kai1,2, LI Chuang-xin3, ZHANG Cui-juan1 |
1. School of Tourism and Environment, Shaanxi Normal University, Xi'an 710119, China;
2. Shaanxi Tourism Informatization Engineering Laboratory, Xi'an 710119, China;
3. China Tourism Academy, Beijing 100005, China |
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Abstract "Advocate is easier than practice", the environmental protection can hardly do without public participation. Which factor play a leading role of people's green travel choice? In order to clarify this issue, this study chose reference group influence as external variables, self-perceived value as internal variables, both do effect on urban residents' green travel intention. In this research, based on the existing studies, reference group influence was composed of informational influence and normative influence, urban residents' self-perceived value of green travel was divided into functional perceived value, emotional perceived value and social perceived value. In order to achieve the goal of the study, the mature scales of reference group influence, self-perceived value and green travel intention were selected, and then the scales were converted into a questionnaire. 400 Xi'an urban residents were selected randomly as respondents. After eliminating incomplete and non-valid responses, 356 questionnaires were remained for analysis in this research. The acceptable effective rate was 89%. After using factor analysis, sample reliability and validity testing, it has been found that the data collected from questionnaires were valid for analysis. In order to explore the relations among reference group influence, self-perceived value, and urban residents' green travel intention, this research constructed structural equation models(SEM) for analysis. The results show that:1) Reference group influence (informational influence and normative influence) have significant positive effect on urban residents' green travel intention. 2) Functional perceived value and social perceived value have significant positive effect on urban residents' green travel intention, whereas emotional perceived value has no significant effect on urban residents' green travel intention. 3) The self-perceived value of green travel was tested of having partial or full mediating effects on reference group influence and urban residents' green travel intention.
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Received: 25 August 2015
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2017, Vol. 32 
