以計畫行為理論驗證墾丁地區水域運動觀光客行為意圖之研究

The Research on the Intentions of the Water Sport Tourists around Kenting Area based on Theory of Planned Behavior

顏世冠(Shih-Kuan Yen) ； 徐茂洲(Mao-Chou Hsu) ； 潘豐泉(Feng-Chuan Pan)

《International Journal of Lisrel》 5卷2期 (2012/09) Pp. 1-32

https://doi.org/10.30063/IJL.201209.0001

摘要

本研究目的以Ajzen（1985）的計劃行為理論為理論基礎，並根據相關理論修正態度為中介變項，建構墾丁地區水域運動觀光客行為意圖之中介模式。本研究以立意取樣的方式進行問卷，共發放300份問卷，有效問卷277份，有效問卷率92%。研究方法：以SPSS12.0進行資料處理及描述性統計，以AMOS19.0進行結構方程模式（SEM）分析，探討各因素間的因果關係。結果：一、期望共變異數矩陣與樣本共變異數矩陣無差異。二、墾丁地區水域運動觀光客的態度與行為控制知覺對行為意圖達顯著影響，而主觀規範對行為意圖無直接影響。三、主觀規範透過態度對行為意圖存在完全中介效果。並根據研究結果提出具體建議，以提供政府與民間相關單位未來之參考，俾能對墾丁地區水域運動觀光有所助益。

關鍵字

計畫行為理論 ； 水域運動觀光 ； 結構方程模式 ； 中介效果

並列摘要

The purpose of this study modifies the theory of planned behavior of Ajzen (1985) by a research on verifying the intermediary patterns of behavior intention model for the water recreational sports tourists in Kenting area. This research was based on a revision attitude of related theories.300 questionaries were extended, with 277 valid samples, that led to the rate of valid samples came to 92%. With purposive sampling, effective samples were collected for descriptive statistical analysis with SPSS12.0 and SEM analysis with AMOS19.0 to confer the relation between the cause and effect of every item.The study results found this result indicate (1) verifying that there has been no variance between the covariance matrix and sample covariance matrix of sports tourists in water recreational areas of Kenting in the behavioral intention model. (2)that attitude, perceived behavioral control, have significant effects on behavioral intention, but the subjective norm has no direct effects on it. (3)Furthermore, it appears that attitude was plays extremely mediating roles on behavioral intention. Also specific suggestions are raised according to the result of the research, which provide references for the government and non-government organizations, to be helpful for the water sports tourism in Kenting area.

並列關鍵字

Theory of Planned Behavioral ； Water Sports Tourism ； Structural Equation Modeling ； Mediator Effects