從自我印象一致理論與計畫行為理論評估遊客意圖：臺灣民宿產業實證

Assessing Tourists Intention from Self-Image Congruity Theory and TPB: An Empirical Study from B & B in Taiwan

10.29429/JSLHR.201403_9(1).02

顏財發(Tsai-Fa Yen)；洪堅仁(Chien-Jen Hung)

民宿 ； 自我印象一致性 ； 行為意圖 ； B&B ； self-image congruity ； behavioral intentions

運動休閒餐旅研究

9卷1期（2014 / 03 / 01）

22 - 35

繁體中文

許多研究已經證實決策是多面向的，包括心理、社會、行銷與溝通等。不同的理論模式，如計畫行為理論、動機目標層級、品牌個性以及自我印象一致理論等，都曾經被用來探討消費者的決策行為。然而，少有研究同時考慮兩個或多個理論模式來解是消費者旅遊住宿決策。本研究之目的即以自我印象一致理論與計畫行為理論探討民宿遊客之動機，透過問卷調查共取得408份問卷。研究發現自我印象一致性、主觀規範、態度與行為控制皆會顯著正向其行為意圖；整合模式對行為意圖的解釋力比印象一致理論與計畫行為理論的解釋力要高，顯示兩理論的整合是有義意的。最後，民宿如要獲取較高的遊客行為意圖，在未考慮遊客的社會壓力時，應優先改善遊客自我印象，在網路部落格行銷時，應呈現適當之圖片與說明，使其與現場實際場景相符，避免遊客不當想像，影響對民宿之態度與後續入住意願。如考慮遊客態度與社會壓力，應優先改善社會壓力的部分。

Researchers have demonstrated that decision making studies are multi disciplinary in nature and have evolved from a wide range of fields including psychology, sociology, marketing, and communication. Different theories or conceptual models have been proposed for explaining consumers' decisions. Few studies, however, unify one more theory to fully explain decision making. The objective of this study is to explore the motivations of B&B tourists based upon self-congruity theory. After questionnaire survey, 408 valid samples were received. Findings show that self-image congruity, subjective norm, attitude and perceived behavioral control of B&B tourists positively impact behavioral intentions; the explained power of integrated model is better than SCT and TPB indicating that the combination of two theories is meaningful. Finally the self-image congruity of B&B tourists should be concerned first by the B&B owners when social norms were not considered. And the pictures on the internet should be improved first to fit the actual ones. This can benefit tourists by enhance their self-image congruity. One more suggestion is to improve the social norms when they were considered.

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