以計畫行為理論分析消費者對木構造房屋的消費行為意向

Applying the Theory of Planned Behavior to Consumers' Behavioral Intentions toward Wooden Houses

塗三賢(San-Hsien Tu) ； 王松永(Song-Yung Wang)

《台灣林業科學》 22卷2期 (2007/06) Pp. 173-181

https://doi.org/10.7075/TJFS.200706.0173

摘要

本研究應用計畫行為理論的構念模型，以態度、主觀規範與行為控制信念等3項構念變數來探討消費者選購木構造房屋的行為意向，研究結果發現，在影響消費者的選購木構造房屋的消費行為傾向的因素中，是以消費者的主觀規範對其行為傾向的影響最大，表示他人（配偶、家人與朋友等）的意見對消費者在選購木構造房屋決策行為傾向的影響很大。其次則是消費者對木構造房屋的態度因素，當消費者對木構造房屋的性能認同度愈高時，他會愈有意願購置木構造房屋，而消費者對選用木構造房屋的行為控制信念與其選購木構造房屋的行為傾向的影響是比較小的。

關鍵字

計畫行為理論 ； 木構造房屋 ； 行為意向

並列摘要

The purpose of this study was to analyze consumers' behavioral intentions of purchasing wooden construction houses using the theory of a planned behavior model. Results of the study showed that the factor, 'subject norm', was the most highly related to consumers' behavioral intentions. This implies that others' (mate, family, and friends) opinions greatly influence consumers' decision making. The 'attitude toward behavior' was also an important factor showing that consumers' behavioral intentions are enhanced when their cognition of the attitudes toward wooden housing increases. Compared to 'subject norm' and 'attitude toward behavior', the 'perceived behavioral control' factor showed a small influence on consumers' behavioral intentions.

並列關鍵字

theory of planned behavior ； wooden houses ； behavioral intention