由於網路旅遊資訊的便利,大幅提昇民眾從事國外自助旅遊的動機,而為了解影響民眾從事自助旅行行為意向的因素,本研究目的以計畫行為理論為基礎,增加「知覺旅遊風險」構面,建立民眾從事國外自助旅遊行為意向研究架構。本研究以南投縣20歲以上民眾為研究對象,透過問卷方法探討影響民眾從事國外自助旅遊行為意向的因素。研究發現,民眾對於從事國外自助旅遊的「態度」是持正面評價,而對於「主觀規範」、「知覺行為控制」、「知覺旅遊風險」及「行為意向」也是偏向同意。對於影響民眾從事自助旅行行為意向的因素,顯示以「態度」與「知覺行為控制」影響最大,「主觀規範」次之,知覺旅遊風險並不會影響民眾從事國外自助旅遊的行為意向。
Due to the convenience of retrieving traveling information online, the motives for people to engage in self-planed travel abroad have been greatly enhanced. To better understand the factors affecting people's intention for self-planed travel abroad, this study investigated people's behavior intention towards self-planned travel abroad, in which the study architecture was based on Theory of Planned Behavior (TPB), with adding the aspect of Perceived Travel Risk. The study was conducted through questionnaires with the people aged 20 or over in Nantou County to explore the factors influencing the behavior intention. The result showed that public has a positive evaluation of the "attitude" of self-planned travel abroad. The positive evaluation is also biased toward "subjective norms", "perceived behavioral control", "perceived travel risk", and "behavior intention". Moreover, the result of multiple regression analysis indicated that, "attitude" and "perceived behavioral control" had the greatest impact on the people's intention to engage in self-planed travel abroad, followed by "subjective norms". In addition, results of the study also showed "perceived travel risk" has no effect on the people's intention to participate in self-planed travel abroad.
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