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題名：金門觀光客行為傾向模式之建構與實證
作者：李能慧 引用關係
作者(外文)：Neng-huei Lee
校院名稱：國立雲林科技大學
系所名稱：管理研究所博士班
指導教授：古東源
學位類別：博士
出版日期：2008
主題關鍵詞：行為傾向模式；不變性檢；結構方程式模型；觀光客；計劃行為理論；Planned Behavior Theory；Tourist；Behavioral Tendency Model；Structural Equation Modeling；Invariance Test
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自從2001年政府施行「週休二日」的政策以來，赴金門旅遊的需求逐漸增多；回應這樣的急速發展，觀光客的觀光行為有其研究之需要。本研究的目的係探究臺灣觀光客到金門旅遊的行為傾向，進而，基於計劃行為理論建構行為傾向模式，以提供金門觀光產業有助益的營運資訊。研究架構以Ajzen(1985)的計劃行為理論(theory of planned behavior)為基礎加以修正，建構台灣民眾至金門觀光行為傾向模式，並經結構方程式模型實證。
問卷調查蒐集金門觀光客的意見與知覺等資料，資料分析包括下列三個步驟：(1)利用 值增量判別模式的配適度與區別效度；(2)藉由臺灣三個不同地區的樣本資料，檢定測量模式與結構模式的不變性；(3)由上述臺灣三個不同地區的資料，建構合併資料後之理論模式，再以LISREL 8.30分析之。
研究結果發現：(1)金門觀光客的觀光知覺，顯示在衡量模式與結構模式具有高度一致性；(2)在顯著水準α=0.01時，觀光客的「主觀規範」、「成本效益」等潛在自變項對其「行為傾向」具有正向顯著影響；(3)將顯著水準放寬至α=0.1時，觀光客至金門觀光的「態度」對其「行為傾向」具有顯著正向影響；(4)在0.01的顯著水準，觀光客的「行為控制知覺」對其「行為傾向」並無顯著影響；(5)在顯著水準α=0.01時，觀光客至金門觀光的「態度」主要受其「形象認知」、「行為控制知覺」、「主觀規範」、「成本效益」等正向影響。
本研究所建構出台灣地區民眾至金門觀光的行為傾向模式，進行測量模式與結構模式的穩定度與交叉效度驗證，得到居住台灣不同地區之樣本其測量模式與結構模式具有不變性、穩定度與交叉效度。本研究的另一貢獻為，將「主觀規範」的意義擴展包含「成本效益」的規範，使得「主觀規範」對「行為傾向」之影響更為顯著，改進Ajzen and Driver(1992)以及Kurland(1995)之研究中，「主觀規範」影響不顯著的情形。
Since the government of Taiwan began to implement the policy of two-day-off weekends in 2001, the demands for tourists’ traveling to Kinmen have been increasingly rising. In response to the booming development, it is necessary to make research concerning tourists’ behaviors of tourism. The purpose of this study is to explore the tourists’ behaviors of Taiwan whether they tend to go vacationing in Kinmen. Furthermore, based on the planned behavior theory, it is desirable to construct the model of the behavioral tendency from this study and provide the tourism industry in Kinmen with beneficial information for running business.
A questionnaire was used to collect the opinions and perceptions from the tourists traveling in Kinmen. These data analysis include follow three stages: (a) to use chi-square incremental value to test model fitness and to test discriminant validity; (b) to use three samples which came from the three different regions of Taiwan to test the invariance of these measurement models and these structural models; (c) to construct the theory model by merged data from the above three regions of Taiwan. The study used LISREL 8.30 to analysis these models.
Several findings are acquired as the following: (a) according to the perceptions from the tourists touring Kinmen, it shows high consistence between measurement models and structural models; (b) at the significance level of 0.01, the independent variables, subjective norm and cost-benefit, have positive influence on respondents’ behavioral tendencies; (c) there is lies positive correlation between respondent’s attitude and behavioral tendency at the significance level of 0.1; (d) there is no significant connection between perceived behavioral control and behavioral tendency at the 0.01 significance level; (e) at the 0.01 significance level, image, perceived behavioral control, subjective norm and cost-benefit all have positive influence on respondents’ attitude.
This study expands the subjective norm by include cost-benefit, may has a significant influence on this subjective norm to behavioral tendency, and has an improvements to Ajzen and Driver (1992), and to Kurland (1995).
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