扶輪社會員入住養生村行為意向之研究

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Title:	扶輪社會員入住養生村行為意向之研究
Other Titles:	The study of enters senior hotel behavior intention in rotary club member
Authors:	黃秀麗;Huang, Hsiu-li
Contributors:	淡江大學企業管理學系碩士在職專班吳坤山
Keywords:	態度;主觀規範;知覺行為控制;行為意向;Attitude;Subjective Norm;Perceived Behavioral Control;Behavior Intention
Date:	2010
Issue Date:	2010-09-23 16:26:21 (UTC+8)
Abstract:	論文提要內容：本研究旨在探討扶輪社會員其退休後選擇入住養生村的態度及行為意向。本研究從相關的文獻探討開始著手，再根據計劃行為理論為基礎建立本研究之架構與假設，並選用適當的量表為研究工具，本研究採用滾雪球抽樣法進行抽樣，並且透過紙本方式寄發調查問卷。本研究共發放240份問卷，有效回收樣本203份，有效回收率為84.6%。針對回收的有效樣本203份，進行敘述性統計、信度分析、效度分析、因素分析、t 檢定及變異數分析、相關分析及SEM結構方程模型檢定。經實證分析和討論後，有以下重要發現： (1) 個人選擇入住養生村時受他人影響性，直接正向影響扶輪社會員入住養生村的態度。 (2) 扶輪社會員對入住養生村的態度、個人選擇入住養生村時受他人影響性、個人選擇入住養生村的行為可支配性三者均會直接正向影響扶輪社會員入住養生村的行為意向。 (3) 實證研究結果發現，主觀規範對入住養生村的行為意向倾向的影響是顯著的，同時主觀規範對入住養生村的行為態度的影響也是顯著，顯示主觀規範是透過態度作為中介變數來間接影響行為意向，此顯示了計劃行為理論可用於解釋扶輪社會員入住養生村行為上。關鍵字：態度、主觀規範、知覺行為控制、行為意向 Abstract: The main purpose of this research is to determine how a northern Taiwan Rotary Club member chooses to move into a particular retirement facility upon his or her retirement. This research employs Ajzen’s Theory of Planned Behavior model (TPB) to study the behavioral intention of the Rotary Club member. TPB model, constructed by attitude, subjective norm, perceived behavioral control and behavioral intention, is widely adopted to predict and explain individual’s behavior. This research is begun to set about from relevant references, then set up structure and hypotheses of this research according to its theoretical foundation, select proper scale for study tool, adopt snowball sampling, implement questionnaire investigation for total 240 Rotary Club member in northern Taiwan. To effective 203 materials of sample retrieving which account for effective rate of 84.6%, analyze the descriptive statistics, reliability, validity analysis, factor analysis, t-test, one way ANOVA, correlation analysis and structural equation model (SEM). After the empirical research, the major findings as follows: （1）Subjective norm has positive effects on attitude to the particular retirement facility. （2）Consistent with the theory, the results of a structural equation analysis revealed that attitude, subjective norm, and perceived behavioral control positively affected intention to move into a particular retirement facility of the Rotary Club member. （3）The relationship between subjective norm and behavior intention is mediated by attitude. It can be concluded that the study also revealed that Planned Behavioral Theory can be used to explain Rotary Club member’s choice of retirement facility.
Appears in Collections:	[Graduate Institute & Department of Business Administration] Thesis

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