主觀規範對休閒農場遊客承諾－行為意向關係影響之研究

Effects of Subjective Norm on Commitment-Behavioral Intentions Relationship for Tourist at Leisure Farms

10.29916/JMPP.201303_7(1).0003

顏財發(Tsai-Fa Yen)；陳正奇(Cheng-Chi Chen)

休閒農場 ； 承諾 ； 行為意向 ； leisure farm ； commitment ； behavioral intentions

管理實務與理論研究

7卷1期（2013 / 03 / 01）

27 - 39

繁體中文

本文主要目的為探討遊客知覺滿意與信任，如何透過情感承諾影響其行為意向，主觀規範對情感承諾－行為意向關係的影響，並探討不同規模下，遊客的看法有哪些差異。本研究的研究對象主要為宜蘭的休閒農場，依據相關理論文獻設計問卷，透過問卷調查法取得分析所需樣本。分析結果發現，遊客知覺的滿意與信任皆會透過情感承諾影響其口碑與重遊意願，滿意的影響力較大；整體而言，主觀規範對情感承諾－口碑與情感承諾－重遊意願的影響並不顯著。然而，在不同規模下，主觀規範對情感承諾與重遊意願關係的影響達顯著水準。最後，本文提供農場入口意象應強調農場體驗主題等具體建議供業者參考。

The objective of this study is to explore how satisfaction and trust tourists' perceived impact their behavioral intentions mediated by affective commitment; the impact of subjective norm on affective commitment-behavioral intentions relations; and what do tourists think when the farm scale is different. The research object is mainly focus on leisure farms in Yilan County. The questionnaire was designed based on literature review and the samples for analysis were collected by questionnaire survey. Results show that satisfaction and trust tourists' perceived impact their words-of-mouth and revisit intentions mediated by affective commitment. In general, the impacts of subjective norm on affective commitment-behavioral intentions relations are not significant. However, it is significant when the farm scale is small. Finally, that the experience topics of the farm should be emphasized at its entrance image is suggested to those farms.

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