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题名:	以計畫行為理論探討大陸遊客參與花蓮醫療觀光之行為意圖
其它题名:	A study about the behavior intentions of Chinese tourists in medical tourism in Hualien using the theory of planned behavior
作者:	林佩珊
贡献者:	周佳雯
关键词:	大陸遊客;醫療觀光;計畫行為理論;Chinese tourists;Medical Tourism;Theory of Planned Behavior
日期:	2013
上传时间:	2013-10-14T06:32:10Z
出版者:	經國管理暨健康學院;健康產業管理研究所
摘要:	本研究主要以計畫行為理論探討大陸遊客參與花蓮醫療觀光之行為意圖，採用問卷調查法進行資料收集，共發放750份問卷，回收734份，有效回收率為96％。經本研究結果發現，受訪者之性別對態度、主觀規範、知覺行為控制與行為意圖無顯著差異；但年齡、婚姻狀況、教育程度與家庭月收入對態度、主觀規範、知覺行為控制與行為意圖呈現顯著差異。 影響大陸遊客參與花蓮醫療觀光行為意圖中，「態度」「主觀規範」「知覺行為控制」等三個信念結構對行為意圖皆有正向影響，其中以「知覺行為控制」對行為意圖的影響最大，顯示大陸遊客是否參與花蓮醫療觀光之行為意圖大多受到自我能力所影響。 This study is about “Theory of Planned Behavior of Chinese tourists to participate in the medical tourism Hualien’s behavioral intentions”. Questionnaire was used for data collection. Questionnaires were distributed with 750 and were returned with 734. The effective rate was 96%. The results of this study found the gender of respondents’ attitude. Subjective norm, perceived behavioral control and behavioral intentions was no significant difference. However, age, marital status, education level and family income right attitude, subjective norm, perceived behavioral control and behavioral intentions showed significant differences. Chinese tourists to participate in Hualien’s affect behavioral intentions in medical tourism. Attitude, Subjective Regulation, Perceived Behavioral Control are three belief structures which have positive impact on behavioral intentions. Among them, perceived behavioral control has the greatest impact on behavioral intentions which shows that, Chinese tourists are involved in the medical tourism Hualien behavioral intentions are mostly influenced by the ability of themselves.
關聯:	124頁
显示于类别:	[學位論文] 101學年度

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