整合不同理論觀點探討流行疫病對餐飲聚會活動之影響：兼論恐懼、迴避與信任的干擾

An Integrated Theoretical Approach to Exploring the Impact of Epidemics on Dining Gatherings: Moderating Effects of Fear, Avoidance, and Trust

流行疫病（COVID-19）對餐飲聚會活動造成前所未有的衝擊，影響人際互動與餐飲產業經營。為更全面理解此一現象，本研究整合計畫行為理論與保護動機理論，探討公共健康危機下個體行為意向的形成，並分析恐懼、迴避與信任等心理因素的干擾效果。研究透過問卷調查，於臺灣收集475份有效樣本，並運用結構方程模型與階層迴歸分析進行假設驗證。結果顯示，態度、主觀規範、知覺行為控制和行為意向對餐飲聚會活動有顯著影響，且威脅評估與因應評估在疫情各階段的影響力具有顯著差異；此外，迴避對行為意向具顯著干擾作用，而恐懼與信任之影響則相對有限。綜上所述，本研究不僅補充相關學理在公共衛生風險下之整合理解，也為餐飲業者與政府部門制定因應策略提供參考。

The COVID-19 pandemic has exerted an unprecedented impact on dining gatherings, disrupting interpersonal interactions and restaurant operations. To gain a comprehensive understanding of this phenomenon, this study integrates the Theory of Planned Behavior (TPB) and Protection Motivation Theory (PMT) to examine the formation of individuals’behavioral intentions under a public health crisis, while analyzing the moderating effects of psychological factors such as fear, avoidance, and trust. A questionnaire survey was conducted in Taiwan, yielding 475 valid responses. Structural equation modeling (SEM) and hierarchical regression analyses were employed to test the proposed hypotheses. The results indicate that attitude, subjective norm, perceived behavioral control, and behavioral intention significantly influence participation in dining gatherings, and that the effects of threat appraisal and coping appraisal differ across various stages of the pandemic. Moreover, avoidance exerts a significant moderating effect on behavioral intention, whereas the moderating influences of fear and trust are relatively limited. Overall, this study enriches theoretical understanding of individual behavior under public health risks and provides practical implications for policymakers and restaurant operators in developing effective response strategies.