以計畫行為理論探究餐旅管理系學生未來從事餐旅業之行為意向

Behavioral Intensions of Hospitality and Tourism Department Students Based on Theory of Planned Behavior

廖雅慧(Ya-Hui Liao)

指導教授 ： 吳雅玲

國立屏東科技大學/人文暨社會科學院/技術及職業教育研究所/碩士(2012年)

https://doi.org/10.6346/NPUST.2012.00165

摘要

本研究旨在瞭解餐旅管理系學生未來從事餐旅業之行為意向的現
況；探討不同背景變項之餐旅管理系學生之行為意向的差異情形；並探
索各層面的預測力。本研究採問卷調查法；研究工具為「餐旅管理系學
生未來從事餐旅業之行為意向量表」；研究對象包括南部地區十所餐旅管
理系之學生共計525名，回收有效問卷500份，回收率為95.24%。所護
得資料以平均數、百分比、獨立樣本t考驗、單因子變異數分析、多元
逐步迴歸分析等統計方法加以處理，其重要結果如下所示：
一、餐旅管理系學生從事餐旅業之「態度」、「主觀規範」、「知覺行
為控制」、「行為信念＊結果評價」、「控制信念＊便利性知覺」及「行為意向」皆為中間偏高之程度。而其從事餐旅業之「規範信念＊依從動機」為中間偏低之程度。
二、不同年級、校外實習經驗、工讀經驗、專業證照張數之餐旅管理系 學生其在「態度」層面上有顯著差異。
三、不同年級、校外實習經驗、專業證照張數之餐旅管理系學生其在「主觀規範」層面上有顯著差異。
四、不同校外實習經驗、專業證照張數之餐旅管理系學生其在「知覺行為控制」層面上有顯著差異。
五、不同年級、家庭社經地位、校外實習經驗、專業證照張數之餐旅管理系學生其在「行為信念＊結果評價」層面上有顯著差異。
六、不同就讀類別、年級、家庭社經地位、校外實習經驗、專業證照張數之餐旅管理系學生其在「規範信念＊依從動機」層面上有顯著差異。
七、不同年級、家庭社經地位、校外實習經驗、工讀經驗、專業證照張數之餐旅管理系學生其在「控制信念＊便利性知覺」層面上有顯著差異。
八、不同就讀類別、年級、校外實習經驗之餐旅管理系學生其在「行為意向」層面上有顯著差異。
九、「態度」、「主觀規範」、「知覺行為控制」、「行為信念＊結果評價」、「規範信念＊依從動機」、「控制信念＊便利性知覺」皆能有效預測「行為意向」。
最後，根據本研究之研究發現，給予學校、學生與未來研究一些建
議，做為進一步研究之參考。

關鍵字

計畫行為理論 ； 餐旅管理 ； 行為意向

並列摘要

The purpose of this study was to understand the behavior intentions of the students majoring in Hospitality Management Department based on Theory of Planned Behavior. This study used the questionnaire method to collect data. The population of the study was the students of the Hospitality Management Department in Southern Taiwan. 525 questionnaires were randomly distributed. 95.24% (N=500) of the questionnaires were returned and usable. The analysis methods included describing statistics, distribution percentage, t-test, one-way ANOVA and stepwise multiple regression analysis. This study has come to the following conclusions:
1. The students have a moderately high level of attitude towards, subjective norm of, perceived behavioral control of, behavioral beliefs multiplied by evaluations of outcomes of, control beliefs multiplied by perception of convenience of, and behavioral intensions of entering the hospitality and tourism areas. Their hold a moderately low level of normative beliefs multiplied by motivations of entering the hospitality and tourism areas.
2. The students have significant differences in the level of attitude, which
iv
depends on different grades, off-campus intern experiences, experiences of part-time jobs, and professional licenses.
3. The students have significant differences in the level of subjective norm, which depends on different grades, off-campus intern experiences, and professional licenses.
4. The students have significant differences in the level of perceived behavioral control, which depends on different off-campus intern experiences, and professional licenses.
5. The students have significant differences in the level of behavioral beliefs multiplied by evaluations of outcomes, which depends on different grades, socio-economic status, off-campus intern experiences, and professional licenses.
6. The students have significant differences in the level of normative beliefs multiplied by motivations, which depends on different types of universities, grades, socio-economic status, off-campus intern experiences, and professional licenses.
7. The students have significant differences in the level of control beliefs multiplied by perception of convenience, which depends on different grades, socio-economic status, off-campus intern experiences, experiences of part-time jobs, and professional licenses.
8. The students have significant differences in the level of behavioral intensions, which depends on different types of universities, grades, and off-campus intern experiences.
9. Attitudes, subjective norms, perceived behavioral control, behavioral beliefs multiplied by evaluations of outcomes, normative beliefs multiplied by motivation, and control beliefs multiplied by perception of convenience can significantly predict behavioral intensions.
Based on the findings above, some suggestions are given to schools, students and further researchers to refer to.

並列關鍵字

Theory of Planned Behavior ； Hospitality Management ； Behavioral Intensions

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