建構延伸計畫行為理論模型探討遊客參觀觀光工廠之決策行為

Construct the Theoretical Model of Theory Planned Behavior to Discuss Tourists' Decision Behavior on Visiting a Sightseeing Factory

10.6338/JDA.201506_10(3).0001

鍾政偉(Cheng-Wei Chung)；曾宗德(Tzong-Der Tzeng)；劉嘉麒(Chia-Chi Liu)

觀光工廠 ； 計畫行為理論 ； 品牌聯想 ； Sightseeing factory ； Theory of planned behavior ； Brand Association

Journal of Data Analysis

10卷3期（2015 / 06 / 01）

1 - 22

繁體中文

近年來由於經濟的成長與轉型，許多傳統製造產業紛紛轉型為服務類型產業，觀光工廠的出現即是一種新的休閒活動選擇。本研究著重於品牌聯想對於計畫行為理論的探討，遊客對於觀光工廠的品牌聯想與其在旅遊決策制定的關係影響效果是本研究主要的探討目的。本研究以台灣品皇觀光工廠的遊客為抽樣對象，回收409份有效問卷。研究結果發現品牌聯想對於態度、主觀規範與知覺行為控制具有正向顯著影響；態度、主觀規範與知覺行為控制對於行為意圖亦具有正向顯著影響，行為意圖而會正向顯著影響實際行為。此外，態度在品牌聯與行為意圖關係之間，具有部分中介效果。最後，本研究提出管理意涵與未來研究方向給與學術界與實務界參考建議。

Due to the growth and transition of the economy in recent years, many traditional manufacturing industries transitioned into service-type industries one after another. Also, the consciousness of tourist leisure life for people rises, and the government promotes the tourist policy, so a sightseeing factory becomes an option of new leisure life. However, sightseeing factories are relatively strange tourist destinations to most of tourists, so they are relatively easier to be ignored in a tourist's decision. Even if the sightseeing factory contains larger brand awareness, the impact of brand to the tourist's decision is still unknown. Therefore, this study focuses on the discussion between brand association and project behavior theory. The research purpose of this study is mainly to discover the relationship and impact effect of the brand association of sightseeing factories and tourists on their tourist decision. The research takes the visitors of Ping Huang Coffee Tourism Factory in Taiwan as sample. 409 effective questionnaires were received. The linear structure equation was used to analyze data. The research results showed that brand association provides positive significant impact on the attitude of project behavior theory, subjective norm, and conscious behavior control. Also, the attitude of project behavior theory, subjective norm and conscious behavior control provide positive significant impact on behavior intention. Behavior intention can positively and significantly impact actual behavior. In the analysis of mediation effect, the research results discovered that the indirect effect for the brand association to impact behavior intention through attitude is significantly greater than the one for the brand to impact behavior intention directly. It contains partial intermediary effect. Finally, this research proposed management implication and future research direction to academic and practical circles for future reference.

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