The Choice and Comparison of Behavior Intention Model for University Students Participating in the Tourism Water Sports in Green Island

大學生參與綠島水域運動觀光行為意圖模型選擇與比較

The Theory of Planned Behavior (TPB) research is not specified into traditional mode and median mode. Therefore the objective of the presented research is to compare the theoretical models separately and analysis the difference. The presented research focuses on a sample size of 656 tourists who are involved in the water sports activities in the Green island area. The research focuses on their attitude, active conscious and action control conscious, and analysis the effects these factors have on the traditional model and the median model. The result shows that both models presented a high degree of goodness of fit. However, if we look at the results we can see that the traditional model is better in the aspect of NET SEM model. The presented research is aimed to provide people in the field of sports tourism to use as application and reference.

計畫行為理論（TPB）研究並不特別區分傳統模式與中介模式，因此本研究目的以將兩種計畫行為理論模型分開比較，以探討其中的差異。本研究以656位參與綠島水域運動觀光客為樣本，探討態度、主觀規範及行為控制知覺對傳統模型與中介模型的影響是否有所不同。研究結果顯示：兩個競爭模型都有相當不錯的配適度，而以巢形結構的競爭模型比較看來，傳統模型是較佳的模型。本研究結果希冀能提供運動觀光領域者理論上運用之參考。