| 摘要: | 本研究之目的以計畫行為理論中的「態度、主觀規範、認知行為控制」等三面向，來探討如何影響消費者對於線上旅遊網站的訂購意圖。此外加入「產品涉入程度」與「迷信」作為調節變數，探討消費者在理性與不理性決策拉扯過程，對其訂購意圖的影響。本研究於各大旅遊社群針對實際使用線上旅遊網站訂購之消費者發放問卷，以有效問卷330份使用SPSS進行階層迴歸分析驗證假說。研究發現：(1)消費者對線上旅遊網站的態度、主觀規範、知覺行為控制對訂購意圖皆有顯著正向影響；(2)消費者的產品涉入程度與自身的迷信皆在消費者態度與感受到的主觀規範對意圖的效果之間具有負面顯著影響；(3)消費者對線上旅遊網站的產品涉入程度在知覺行為控制對意圖的效果之間具有負面顯著影響；而自身的迷信對意圖的效果則沒有顯著影響。本次研究結果為計畫行為理論與消費者決策模式提供不同的觀點與見解，並為未來相關研究提供新的方向與參考。
The aim of this research is to delve into the influence of consumers' purchase inten-tions and actions towards online tourism services by the three dimensions of Theory of Planned Behavior— "attitude, subjective norms, and perceived behavioral control." Also moderating variables "product involvement" and "superstitious beliefs" are in-cluded to explore how they impact consumers' purchase intentions and behaviors — revealing the battle between rational and irrational decision-making processes. A sur-vey was conducted among consumers who are actual users of online travel websites through major travel communities which resulted in 330 valid responses. Using SPSS, hierarchical regression analysis was performed to test the hypotheses. The results can be summarized as follows：(1) Consumers' attitudes towards online travel websites, subjective norms, and perceived behavioral control have a significant positive effect on ordering intentions; (2) Consumers' product involvement and their own supersti-tions have a negative significant effect between consumers' attitudes and perceived subjective norms on the effect of intentions; (3) Consumers' product involvement to-wards online travel websites has a negative significant effect between perceived be-havioral control on the effect of intentions; whereas their own superstitions do not have a significant effect on the effect of intentions. This research result opens a new vision for the Theory of Planned Behavior, besides consumer choice models, revealing certain unexplored horizons where some future investigators can find some useful guidance in their investigations. |
