本研究主要根據Ajzen (1985)的「計劃行爲理論」爲基礎理論,建構綠島水域運動觀光客行爲傾向模式。本研究旨在探討綠島水域運動觀光客的態度、主觀規範、行爲控制知覺與行爲傾向的因果模式,本研究以問卷調查方式,以水中運動協會會員作爲研究對象,共發出400份問卷,有效問卷344份,有效回收率爲86%。資料處理以SPSS for Windows 16.0進行資料處理,進行描述性統計,而以Amos16.0進行結構方程模式之資料分析,探討各因素間的因果關係。分析結果顯示綠島水域運動觀光客之行爲態度對行爲傾向未達顯著水準,而參與綠島水域運動觀光客的主觀規範與行爲控制對行爲傾向有顯著的影響;本研究做交叉效度檢定,驗證兩群樣本研究模式的效度,根據研究分析結果提出建議,以提供相關單位未來之參考。
This research attempted to examine the model that illustrating the effects of Attitude (AT), Subjective Norm (SN), and Perceived Behavioral Control (PBC) on the Behavior Intention (BI) of water sports tourist in the Green Island. Based on the Theory of Planned Behavior (TPB) as the theory background, this research establish the Behavioral Tendency Model specific for the water sports tourists in the Green Island. A structural questionnaire was used to collect data from the members at Chinese Taipei Underwater Federation. Valid responses from the survey was 344 with a 86% of respond rate. Samples were analyzed with SPSS for Windows 12.0, and the cause and effect relationships within the model were examined through a Structural Equation Modeling (SEM) by AMOS16. This study found that the subjective norm and the behavioral control of the respondents positively affected their behavior intentions in taking a water sports in the Green Island. In the other hand, the effect of behavioral attitude on behavioral tendency was not significant. We further cross validating the two groups of samples through SEM. Several suggestions based on research finding were then proposed to serve as a reference for related organizations.