以計畫行為理論探討遊客願付價格對消費行為之影響以陽明山國家公園遊客為例

文化大學機構典藏 CCUR > 商學院 > 觀光事業學系暨研究所 > 博碩士論文 > Item 987654321/44490

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题名:	以計畫行為理論探討遊客願付價格對消費行為之影響以陽明山國家公園遊客為例 Using Planned Behavior Theory to Explore the Effect of the Willing to Pay on Consuming Behavior a Case Study of Yangmingshan National Park
作者:	梁世宣 (LIANG, SHI-XUAN)
贡献者:	觀光事業學系
关键词:	主觀規範知覺行為控制態度消費行為購買意圖 subjective norms perceived behavior attitudes consumer behavior
日期:	2019
上传时间:	2019-06-10 16:24:10 (UTC+8)
摘要:	陽明山國家公園常年吸引國內外大量遊客造訪，加上設施與維護費用預算逐年增加，為了解遊客對國家公園收費之態度、主觀規範、知覺行為控制對國家公園入園收費之願付價格與繳費入園後之消費行為。本研究使用計畫行為理論探瞭解遊客對於陽明山國家公園之主觀規範、知覺行為控制、態度對國家公園入場卷與購買意圖與後續消費行為之影響。研究方法採用立意抽樣進行調查。調查以到陽明山國家公園進行遊憩活動之遊客為主。以問卷發放之方式進行資料之蒐集。共回放300份有效問卷。研究結果顯示主觀規範對國家公園入場卷之購買意圖有正向影響關係，遊客之大部分人口統計變數都顯現在國家公園入園收費之態度與主觀規範上均無顯著差異，遊客只在年齡與學歷的人口統計變數在國家公園入園收費之知覺行為控制上顯現顯著差異，遊客大部分之人口統計變數在國家公園入園收費之購買意圖上都顯現有顯著差異，遊客大部分之人口統計變數在國家公園入園收費後之消費行為上都顯現有顯著差異。都有正向影響。關鍵字：主觀規範，知覺行為控制，態度，消費行為，購買意圖 Yangmingshan National Park attracts a large number of domestic and foreign tourists to visit, and the budget for facilities and maintenance costs has increased year by year. In order to understand the attitudes of tourists, the subjective norms and the perceptual behavior control, the national parks are charged for the price and payment of fees. After the consumption behavior. This study uses ‘Theory of Planned Behavior’ to explore the influence of tourists on the subjective norms of the Yangmingshan National Park, the behavioral control of attitudes, the attitudes of admission to national parks, purchase intentions and subsequent consumption behaviors. The research method uses a sample of investigations to investigate. The survey focused on tourists visiting the Yangmingshan National Park for recreational activities. Collect data by means of questionnaires. A total of 300 valid questionnaires were collected. The results show that subjective norms have a positive impact on the purchase intention of the national park admission ticket. Most of the demographic variables of tourists show that there is no significant difference in the attitude and subjective norms of admission fees in national parks. The demographic variables show significant differences in the perceptual behavior control of admission fees in national parks. Most of the demographic variables of tourists have significant differences in the purchase intentions of national park admission fees. Most of the demographic variables of tourists are in national parks. There is a significant difference in the consumption behavior after paying the admission fee. Keyword:subjective norms,perceived behavior,attitudes,consumer behavior, purchase intention
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