從眾影響外籍學生來台遊學意願之研究

The Effect of Conformity on Foreign Students’ Studying Abroad Intention to Taiwan

莊易昇(Yi-Sheng Zhuang)

指導教授 ： 盧昱蓉

中原大學/商學院/國際經營與貿易研究所/碩士(2015年)

https://doi.org/10.6840/cycu201500484

摘要

本研究主要以日本學生與美國學生作為研究對象，起初檢驗從眾對來台遊學動機之影響，再透過來台遊學動機進而檢驗對來台遊學意願之影響，此外，在研究中加入了知覺風險與文化差異可接受度作為干擾變數，分析外籍學生來台遊學之影響因素。
本論文研究方式採問卷調查，共取得481份有效問卷，其中日本197份、美國284份，使用信度分析與迴歸分析，將資料作研究分析並獲得假設驗證。
由研究得知，在日本，學生的來台遊學動機並不會受到從眾的影響，來台遊學意願僅受到來台遊學之知識性遊學動機負向影響，目前尚無文獻佐證，這也很有可能是研究誤差；在美國，學生的來台遊學動機顯著受到從眾的正向影響，尤其受從眾之規範性影響甚深，來台遊學意願受到來台遊學之知識性遊學動機正向影響與來台遊學之社會性遊學動機負向影響。
本研究能夠了解更多外籍學生來台遊學時所考量的因素，以利台灣在吸引外籍學生來台遊學時擬定出更好的決策，另外，在國際招生時，也能夠分別進行考量，增加來台遊學之意願，使台灣學生不用出國就能擁有與外籍學生進行交流的機會，交流頻繁下也能使台灣教育更加進步。

關鍵字

從眾 ； 遊學動機 ； 知覺風險 ； 文化差異可接受度 ； 遊學意願

並列摘要

This paper selects Japan students and USA students as study objects. Examine the relationship between the conformity and the studying abroad motivation at the beginning. Through the results, examine the relationship between the studying abroad motivation and the studying abroad intention. In addition, this research joins perceived risks and cultural differences acceptability as intervening variables. Then, analysis the possible reason why foreign students studying abroad to Taiwan.
Questionnaire surveys were conducted for this research. There are 481 valid samples used in the analysis, 197 for Japan and 284 for USA. Reliability and regression analysis are used to analyze data and verify the hypotheses.
This study found that the studying abroad motivation when Japan students study abroad to Taiwan will not be affected by conformity, and the studying abroad intention will decrease when the knowledge motivation increase. No evidence so far, it may an error. In the USA, the studying abroad motivation in USA students studying abroad to Taiwan will increase when the conformity increase, especially for normative influence. The studying abroad intention will increase when the knowledge motivation increase, but the studying abroad intention will decrease when the society motivation increase.
This research provides more information when students studying abroad to Taiwan. It provides making better strategies when attracts students studying to Taiwan. It can also make the studying abroad intention increase. More exchange will make the education better.

並列關鍵字

Conformity ； Studying Abroad Motivation ； Perceived Risk ； Cultural Difference Acceptability ； Studying Abroad Intention

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