計畫行為理論結合沉浸理論探討動手煮咖啡之意願

本研究結合計畫行為理論與沉浸理論探討動手煮咖啡的行為意願，有效研究樣本為350份，以結構方程模組分析研究模型與假設。實證研究結果顯示：沉浸體驗對於態度具顯著的正向影響，再進而影響意願，再者，計畫行為理論中的態度、知覺行為控制和主觀規範對於動手煮咖啡意願亦具有顯著正向影響，其中以主觀規範為最重要的影響因素，表示周遭的家人或是朋友同儕鼓勵動手煮咖啡，動手煮咖啡的行為意願越高。因此，對於業界而言，購買咖啡豆的消費者之同儕或家人會是很重要的潛在消費者，咖啡販賣店家可以群組概念來提供相關咖啡知識與消費者的交流，加深消費者動手煮咖啡的意願，並增強趣味性，強化消費者對於動手煮咖啡的正向態度。對於研究人員和業者而言，本研究結果可以作為瞭解休閒活動的一個思考方向。

關鍵字

計畫行為理論；沉浸理論；動手煮咖啡

並列摘要

This study combines the theory of planned behavior and the flow theory to investigate the intention of coffee making. A total of 350 participants completed questionnaires regarding their attitudes, perceived behavioral control (PBC), subjective norm, behavioral intentions and flow experiences. The empirical results from a structural equation analysis showed that flow experiences significantly positive influence their attitude towards coffee making, which in turn impacts their behavioral intention. Furthermore, three components of the theory of planned behavior: attitude, subjective norm and perceived behavioral control also have significant impact on the behavioral intention, in which the subjective norm being considered the most important factor. Respondents, who felt that significant others would want them to coffee making, had stronger intentions to coffee making. Therefore, the peers or family members of consumers who buy coffee beans will be very important potential customers for coffee shops. The coffee shop owner should communicate the knowledge of the coffee with consumers by social community to strength the willingness of making coffee and to enhance consumers’ flow experiences and attitude toward making coffee. Finally, this study should be of relevance to both researchers and practitioners alike, as a step towards a better understanding of leisure activities.