旅遊行為意圖模型選擇與比較

The Adoption and Comparison of Tourists Behavioral Intention Models

10.6213/JLRIM.2013.6(2)2

徐茂洲(Mao-Chou Hsu)；葉明如(Ming-Ju Yeh)；林益弘(Yi-Hung Lin)

計畫行為理論 ； 競爭模式 ； Theory of planned behavior (TPB) ； Competing model

休閒產業管理學刊

6卷2期（2013 / 09 / 01）

23 - 46

繁體中文

從文獻回顧上發現，計畫行為理論可分為傳統模式與中介模式。傳統的計畫行為理論研究並不特別區分傳統模式與中介模式，因此本研究目的以結構方程模式將兩種計畫行為理論模型分開比較，以探討其中的差異。本研究以220位墾丁國家公園遊客為樣本，探討態度、主觀規範及行為控制知覺對傳統模型與中介模型的影響是否有所不同。研究結果顯示：兩個模型都有相當不錯的配適度，而以模型比較看來，傳統模型是較佳的模型。本研究結果希冀能提供運動管理領域者理論上運用之參考。

A literature review has shown that the theory of planned behavior uses a traditional model and mediation model. Existing research on the theory of planned behavior did not pay much attention to this differentiation. In light of this, this research aims to explore and compare these two models via Structural Equation Modeling (SEM) in order to explicate the differences. A total of 220 tourists at Kenting National Park were sampled to explore whether attitude, subjective norm, and perceived behavioral control on the part of the tourists have different effects on the traditional and mediation models. The research results found out that both models were high in goodness-of-fit analysis showed that the traditional model would perform better than the mediation one. The research results are expected to serve as reference for relevant studies on sports management theory.

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