出國購買伴手禮行為因素探討

2017年國人出國1565.46萬人次，且中央銀行發布旅行支出179.92億美元，因此本研究以計劃行為理論為基礎，探討國人出國購買伴手禮的關鍵決策因素，蒐集438份問卷，建構模式並採用偏最小平方法加以驗證。結果顯示：（1）「態度」、「描述性規範」、及「知覺行為控制」因素，對購買伴手禮「行為意圖」影響效果顯著。（2）「知覺行為控制」對「實際行為」有顯著影響效果。（3）「行為意圖」為部份中介。（4）「行為意圖」與「實際行為」解釋變異量分別為61.8%與65%。（5）「命令性規範」與「描述性規範」同時存在於模型當中時，「命令性規範」的效果，被「描述性規範」取代。研究結論深化TPB理論，另外研究所提出的TBP模式架構可作為發展更完整的消費者決策過程的基礎。

關鍵字

伴手禮；計劃行為理論；命令性規範；描述性規範

並列摘要

In 2017, they were 15,654,600 Taiwanese passengers who traveled abroad, and the Central Bank issued a foreign exchange for travel abroad totaling 17.992 billion US dollars. In order to research the gift purchase behavior of people going abroad and bringing gifts back with them, this study collected data from 438 subjects. Their purchases were analyzed according to the Theory of Planned Behavior (TPB), as constructed and tested using the least-squares method. The empirical results show: (1) The attitude, descriptive norms and perceived behavior control (PBC) significantly affect purchasing intentions. (2) The PBC has a significant effect on actual behavior. (3) The variable of behavioral intention has a partial mediating effect. (4) The explanatory variances of behavioral intentions and actual behaviors are 61.8% and 65%, respectively and the effects are significant. (5) When comparing the injunctive norms and descriptive norms in the same model and at the same time, the effect of injunctive norms could be substituted by descriptive norms. Research conclusions indicate that deepening the TPB and the proposed TBP model architecture can serve as the basis for developing a more complete consumer decision-making process.

並列關鍵字

Gift ； Theory of planned behavior ； Injunctive norms ； Descriptive norms

參考文獻

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Park, M. K. (2000) ‘Social and cultural factors influencing tourists’ souvenir purchasing behavior: A comparative study on Japanese “omiyage” and Korean “sunmul”. Journal of Travel and Tourism Marketing, 9(1/2), 81-91. doi: 10.1300/J073v09n01_05

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Rivis, A., & Shreeran, P. (2003). Descriptive norms as an additional predictor in the theory of planned behaviour: A meta- analysis. Current Psychology: Developmental, Learning, Personality, Social, 22(3), 218-233. doi: 10.1007/s12144-003-1018-2

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出國購買伴手禮行為因素探討

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