應用計畫行為理論探索陸客來台醫療觀光行為模式

Applying the Theory of Planned Behavior to Study the Behavior Model of Chinese Medical Tourism to Taiwan

本本文研究目的是應用計畫行為理論之觀點，探索陸客來台從事醫療觀光行為模式。針對陸客來台醫療觀光行為意圖之影響因素包含態度、主觀規範與知覺行為控制與實際來台醫療觀光行為活動之關係提出研究命題，如態度、主觀規範與知覺行為控制會正向影響陸客來台醫療光觀意圖與實際行為活動，並進而提出陸客來台醫療觀光行銷策略及產業發展障礙作為未來研究方向。

The purpose of this research is aimed at applying the theory of planned behavior to explore the behavior model of Chinese medical travel coming to Taiwan. In this model, the authors provide the research propositions concerning to the relationship between three antecedent variables, attitude, subjective norm, and perceive behavior control and intention as well as behavior. Marketing strategies and challenges for future researches are also included.