動機與計畫行為理論應用於臺灣自行車體育旅遊的分析比較

Analysis and comparison between theories of motivation and theory of planned behavior applied to Taiwan bicycle sports tourism

10.29423/JSRR.202209_17(1).02

江佳珉(Chia-Min Chiang)

自行車體育旅遊 ； 動機理論 ； 計畫行為理論 ； 體育旅遊吸引力 ； 體驗價值 ； Bicycle sports tourism ； theories of motivation ； theory of planned behavior ； sports tourism attraction ； experience value

運動與遊憩研究

17卷1期（2022 / 09 / 01）

13 - 27

繁體中文

近年來動機理論（Theories of Motivation, TM）和計畫行為理論（Theory of Planned Behavior, TPB）是常被許多學者分別應用於消費者行為意向的研究。較少研究針對前述之理論及其衍生構面對於受試者行為意圖影響的顯著性進行比較分析，因此，本研究將以基於動機理論及計畫行為理論為基礎衍生之六大構面，透過民眾問卷測試與分析，進行前述二項理論對於民眾參與自行車旅遊活動行為意圖表現之影響顯著性探討，期能建構一個比較完整的臺灣自行車體育旅遊的理論。本次回收有效電子問卷計587份（回收率90.9％）。經本研究分析結果顯示，平均值最高的構面是「旅遊動機」（4.28），而「態度」構面次之（4.25），「吸引力」構面（4.14）為第三，「體驗價值」構面（4.09）第四，接著為「知覺控制」（3.92），最低之構面則為「主觀規範」（3.57）。由此可知，動機理論較能反映出台灣民眾參與自行車體旅遊活動行為意圖之程度。

Recently, the Theories of Motivation (TM) and the Theory of Planned Behavior (TPB) are used by many scholars in their studies of consumer behavioral intentions, separately. A few studies have compared and analyzed the significance between these two theories on the behavioral intention of people. Therefore, this study attempts to conduct a significant discussion and comparison between these two theories through the statistical analysis of the electronic questionnaire of bicycle sports tourism. As a result, totally 587 valid electronic questionnaires were recovered (the recovery rate was 90.9%). The analysis results of this research show that the facet with the highest average is ＂tourism motivation＂(4.28), and ＂attitude＂(4.25) is next, and ＂attraction＂(4.14) is the third, and ＂experience value＂(4.09) is the forth. Then the ＂perceptual control＂ (3.92) is followed, while the lowest is ＂subjective norm＂ (3.57). It can be seen that the motivation theory can present people's behavioral intention more significant of those who have potential intention to participate in bicycle tourism.

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