- 期刊
Ajzen計畫行為理論模式在成人情趣商品使用行為研究上之應用
Application of the Theory of Planned Behavior to Sex Toys Choice
摘要
研究採用Ajzen於1985年提出的「計畫行為理論」（Theory of Planned Behavior），對成人情趣商品使用行為的類別做研究，探討成人情趣商品使用意向與行為之概況，分析不同背景的成人情趣商品使用意向、情趣商品使用行為之差異，並釐清兩者之間的關聯程度。研究者採用情趣商品使用意向量表、情趣商品使用行為量表，對台灣北、中、南、東四個地區之450位成人進行網路問卷調查。研究結果發現意向層面的「態度」最能預測「慾」類行為，發現意向層面的「主觀規範」最能預測「刑」類行為，發現意向層面的「知覺行為控制」最能預測「食」、「衣」、「柱」、「樂」、「整體行為」行為。根據研究發現，研究者對情趣商品的產銷業者與相關教學單位提出可行建議，並檢討本研究限制，針對未來研究可以努力方向研提可行路徑。
並列摘要
The theory of planned behavior (Ajzen, 1985) is used to predict sex toys choice. The aim of this study was to discuss the sex toys intention and behavior of adult. Moreover, it was to analyze the differences between these two items and to distinguish their connection. The researcher employed a Network Questionnaire of 450 people in Taiwan by ”Statistical Chart of using the behavior of sex toys,” and ”Statistical Chart of using the intention of sex toys.” The results showed that ”Attitude” of intention the most able to predict ”desire” of behavior, and found that ”Subjective Norm” of the intention, the best able to predict ”SM” of behavior, and found that the ”Perceived Behavioral Control” of intention, best able to predict ”eating,” ”clothing,” ”pillar,” ”delight,” ”overall behavior” of behavior. According to the research findings, the researcher presented some suitable suggestions of marketing and school and also discussed the restriction of this study for future research.