合併享樂動機至計畫性行為理論－觀光夜市手搖茶飲料的調查

Incorporating Hedonic Motivation into the Theory of Planned Behavior: Survey for Hand-Shaking Tea Drinks at Tourism Night Markets

10.29429/JSLHR.201809_13(3).03

宋永坤(Yung-Kun Sung)；賴詩儒(Shih-Ru Lai)

計畫性行為理論 ； 享樂動機 ； 手搖茶飲料 ； Theory of Planned Behavior (TPB) ； Hedonic Motivation ； Hand-Shaking Tea Drinks

運動休閒餐旅研究

13卷3期（2018 / 09 / 01）

39 - 53

繁體中文

本研究在於經由計畫性行為理論和享樂動機的視野，對飲料管理方面的文獻作出貢獻。因此本研究的目的是使用計畫性行為理論延伸模式（合併享樂動機），探究夜市手搖茶飲料消費者行為形成過程。採用便利抽樣，針對有購買手搖茶飲料的顧客。在全台四大主要觀光夜市，收集問卷1099份。資料以迴歸統計作分析。研究發現享樂動機可以是對態度和意圖的適當預測因子；態度、主觀規範和行為控制知覺對意圖有所影響；而實際行為亦受到意圖的影響。研究結果驗證了此延伸模式，並提供實務上的建言。

This research seeks to contribute to the literature on the beverage management through the lens of the theory of planned behavior and hedonic motivation. Thus, the purpose of this study is to apple an extended model of TPB (incorporating hedonic motivation into TPB) to explore drink-buyers' behavior formation process in attending night markets. Using convenience sampling, customers who brought the hand-shaking tea drinks were selected. 1099 questionnaires were collected at four tourism night markets across the Taiwan. Regression analysis was used to analyze the data. This study finds that hedonic motivation is the predicable factor for both attitude and behavioral intention; attitude, subjective norm and perceived behavioral control have impact on behavioral intention, as well as, actual behavior is influenced by behavioral intention. Our results support the extended model of TPB and provide the practical suggestions.

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