摘 要 在預測消費者行為意圖時，有從品質、價值以及滿意度著手者，亦有利用計畫行為理論 以進行預測者。本研究整合這些預測模式，嚐試發展更具預測效力之整合模式，並據以預測 大學生對學校的好惡行為意圖。在建構理論模式並進行問卷調查之後，從資料分析結果萃取 了理論與管理意涵。就理論意涵而言，本研究所發展之整合模式可以有效預測大學生對校之 偏好行為意圖 (其解釋預測變異達76%)，然而，卻尚未能提昇預測大學生對校偏惡行為意圖 之能力。故而，對於大學生對校偏好與偏惡行為意圖之預測與掌握應有不同之思慮。就管理 意涵而言，大學生對校偏好行為意圖的形成會同時受到自我與其他對學生具有影響力的人的 影響；然而，對校偏惡行為意圖的形成則完全在於學生自我，其他人並無顯著之影響。

Abstract A series of models have been developed for the influences of quality, value and satisfaction on customer behavioral intentions (BIs). Meanwhile, the theory of planned behavior (TPB) provides an alternative method of predicting customer BIs. This study attempts to combine those two model types to better explain student favorable behavioral intentions (FBIs) and unfavorable behavioral intentions (UFBIs) in the higher education context. The major empirical findings bearing on testable implications drawn from the proposed integrated model are as follows. First, from the theoretical perspective, structural equation modeling shows that the proposed comprehensive model better explains FBIs than those two model types (explaining 76% of variation). However, this comprehensive model does not have improved explanatory power for UFBIs (explaining only 22% of variation). The results cause the necessity of reasoning FBIs and UFBIs in different deliberations. Second, from the managerial perspective, FBIs formation is simultaneously determined by both students themselves and important others. On the contrary, the formation of UFBIs is determined purely by students themselves.