運用結構方程模式探討民眾行為意圖之相關因素-以救生拋繩袋為例

An Application of Structural Equation Modeling to Exploring the Behavioral Intention-a Case of Rescue Throw Bag

林胤仲(Yin-Chung Lin)

指導教授 ： 顏憶茹

國立臺中科技大學/資訊與流通學院/流通管理系碩士班/碩士(2014年)

https://doi.org/10.6826/NUTC.2014.00054

摘要

如何增加民眾學習使用救生拋繩袋的意願，進而促使溺斃事件降低，一直以來是政府相關部門與民間團體共同努力的目標，本研究以整合計畫行為理論和科技接受模式(Combined TPB and TAM)為模式架構，探討民眾對於學習使用救生拋繩袋行為之關係。 本研究將以臺灣地區的民眾為實驗對象，採取便利抽樣以紙本發放方式與線上問卷以收集樣本資料，共回收470份有效樣本，以結構方程模式進行資料分析。 研究結果顯示，整合計畫行為理論和科技接受模式可有效解釋影響民眾學習使用救生拋繩袋行為的因素，態度為影響民眾行為意圖最重要的因素，而知覺易用則影響態度為最大之因素；在涉入區隔中態度影響行為意圖為最重要的因素，其中高涉入受到知覺行為控制的影響，低涉入則無；年齡與職業主要差異皆為主觀規範的影響。本研究試圖瞭解民眾對於學習使用救生拋繩袋的意願，實證結果盼能提供相關單位若干宣導建議。

關鍵字

結構方程模式 ； C-TAM-TPB ； 救生拋繩袋

並列摘要

How to increase the public’s intention to learn the usage of rescue throw bag, thereby reducing the drowning accidents, has always been the efforts of the government and civil society organizations. This study used the Combined TPB and TAM model to explore the public’s behavioral intention to learn how to use rescue throw bag.
In this study the experimental subjects were from the people in the Taiwan area. A total of 470 valid samples were collected using the convenient sampling method through paper and online questionnaires. The structural equation modeling was adopted to conduct data analysis.
The results showed that the Combined TPB and TAM model effectively identified the behavioral factors affecting the public’s learning of the usage of rescue throw bag. Attitude is the most important factor affecting people’s behavioral intentions, and perceived ease of usage is the most important factor affecting attitude. In the involvement segment, attitude is the most important factor influencing behavioral intentions. High involvement is affected by perceived behavioral control, whereas low involvement is not. Age and occupation are the main differences between the effects of subjective norm. The empirical results provide a number of propaganda recommendations for related organizations.

並列關鍵字

SEM, ； C-TAM-TPB ； Rescue Throw Bag

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