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研究生:柯靜芬
研究生(外文):KO,CHING-FEN
論文名稱:以計畫行為理論探討城市旅遊卡使用意願
論文名稱(外文):Applying Theory of Planned Behavior to Predict Travelers’ Usage Intention of City Pass
指導教授:余明助余明助引用關係
指導教授(外文):YU,MING-CHU
口試委員:秦兆瑋林伶瑾余明助
口試委員(外文):CIN,JHAO-WEILIN,LIN-CHINYU,MING-CHU
口試日期:2020-07-10
學位類別:碩士
校院名稱:國立臺南大學
系所名稱:行政管理學系碩士在職專班
學門:社會及行為科學學門
學類:公共行政學類
論文種類:學術論文
論文出版年:2020
畢業學年度:108
語文別:中文
論文頁數:94
中文關鍵詞:城市旅遊卡計畫行為理論知覺價值知覺風險
外文關鍵詞:city passtheory of planned behaviorperceived valueperceived risk
相關次數:
  • 被引用被引用:1
  • 點閱點閱:164
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:1
為促進我國觀光旅遊產業整合發展及提升自由行旅客旅遊便利性,交通部觀光局自2015年開始補助縣市政府發行城市旅遊卡(city pass),以國際及國內自由行旅客為目標客群。本研究植基於計畫行為理論(Theory of Planned Behavior, TPB)之理論架構,另增加「知覺價值」、「知覺風險」等變數,探討旅遊者對城市旅遊卡的使用意願,期能為台灣之城市旅遊卡發展提供相關建議。

本研究以本國旅遊者為研究對象,採便利抽樣,透過網路問卷施測,共回收360份有效問卷,使用SPSS 22.0與AMOS 21.0統計軟體進行敘述性統計分析、信效度分析、差異性分析、驗證性因素分析及整體結構模型分析。研究結果顯示:
(1) 行為態度、主觀規範、知覺行為控制對城市旅遊卡使用意願有顯著正向影響。
(2) 知覺價值對旅遊者之城市旅遊卡行為態度有顯著正向影響。
(3) 知覺風險對旅遊者之城市旅遊卡知覺行為控制有顯著負向影響。
(4) 行為態度在知覺價值與城市旅遊卡使用意願間具有中介效果。
(5) 知覺行為控制在知覺風險與城市旅遊卡使用意願間具有中介效果。
(6) 不同個人背景變項及旅遊習慣特性的旅遊者在部分構面存在顯著差異。

依據研究結果,本研究建議城市旅遊卡發卡單位提升旅遊者對使用城市旅遊卡的知覺價值,形塑正向行為態度,增加使用意願;並應降低旅遊者對使用城市旅遊卡的知覺風險,增強知覺行為控制及使用意願。
In order to enhance the integrated development of the tourism industry and increase the convenience of free independent travel(FIT) in Taiwan, the Tourism Bureau of the Ministry of Transportation and Communications has subsidized some local governments to promote city passes to domestic and international FIT tourists since 2015. This study will apply the theory of planned behavior incorporate with “perceived value" and "perceived risk" to discuss travelers’ usage intention of city pass and try to provide suggestions.

The subject of this study is general travelers from Taiwan. A convenience sampling method is used to collect questionnaires from an online survey. 360 valid questionnaires are collected and examined using descriptive statistics analysis, t-test, analysis of variance, reliability analysis, confirmatory factor analysis, and structural equation modeling through SPSS 21.0 and AMOS 22.0. The result shows that:
(1) Attitude towards the behavior, subjective norm, and perceived behavioral control positively affect travelers’ usage intention of city pass.
(2) Perceived value positively affect attitude toward using city pass.
(3) Perceived risk negatively affect perceived behavioral control toward using city pass.
(4) Attitude toward the behavior mediates the relationship between perceived value and travelers’ usage intention of city pass.
(5) Perceived behavior control mediates the relationship between perceived risk and travelers’ usage intention of city pass.
(6) Travelers with different personal backgrounds and travel habits have significant differences in some constructs of this study.

The findings suggest city pass issuers should increase traveler’s perceived value of city pass to have the positive attitude towards using city pass, and decrease traveler’s perceived risk of city pass to enhance perceived behavior control of using city pass.
中文摘要........................................................................................................................I
英文摘要.......................................................................................................................II
目次............................................................................................................................. III
表次............................................................................................................................... V
圖次............................................................................................................................ VII
第一章 緒論 ................................................................................................................. 1
第一節 研究背景 ...................................................................................................... 1
第二節 研究動機 ...................................................................................................... 3
第三節 研究目的 ...................................................................................................... 5
第四節 研究流程 ...................................................................................................... 6
第二章 文獻探討 ......................................................................................................... 7
第一節 城市旅遊卡 .................................................................................................. 7
第二節 計畫行為理論 ............................................................................................ 13
第三節 知覺價值 .................................................................................................... 20
第四節 知覺風險 .................................................................................................... 24
第五節 變數間關係與假設推導 ............................................................................ 28
第三章 研究方法 ....................................................................................................... 31
第一節 研究架構與研究假設 ................................................................................ 31
第二節 各變數操作型定義與衡量 ........................................................................ 32
第三節 研究設計 .................................................................................................... 36
第四節 資料分析方法與工具 ................................................................................ 37
第五節 共同方法變異之檢測 ................................................................................ 39
第六節 驗證性因素分析 ........................................................................................ 40
第七節 信度與效度分析 ........................................................................................ 47
第四章 實證分析 ....................................................................................................... 50
第一節 樣本結構分析 ............................................................................................ 50
第二節 各構面敘述性統計 .................................................................................... 52
第三節 城市旅遊卡熟悉程度之差異性分析 ........................................................ 55
第四節 個人背景變項在各研究構面的差異性分析 ............................................ 57
第五節 旅遊習慣特性在各構面的差異性分析 .................................................... 61
第六節 各研究構面之相關性分析 ........................................................................ 67
第七節 結構模型分析 ............................................................................................ 68
第五章 結論與建議 ................................................................................................... 76
第一節 研究結論與結果 ........................................................................................ 76
第二節 實務意涵與建議 ........................................................................................ 79
第三節 研究限制與後續研究建議 ........................................................................ 81
參考文獻...................................................................................................................... 82
附錄:問卷 ................................................................................................................. 91
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