計畫行為理論應用於探討學習中文的行為意圖之研究──以越南學習者為例

Application of Theory of Planned Behavior for Exploring the Behavioral Intention of Learning Chinese: Taking Vietnamese Learners as an Example

計畫行為理論（Theory of Planned Behavior，簡稱TPB），由Ajzen（1985）提出來，一直以來很受各學界的歡迎，尤其是市場營銷領域。為了促進產品的銷售量，專家們已應用這套理論來分析影響消費者購買行為的因素。而對於教育領域方面而言，應用此套理論有助於瞭解學習者課程選修的行為意圖。因此，本研究旨在通過計畫行為理論的態度（Attitude）、信念（Belief）、主觀規範（Subjective Norm）、知覺行為控制（Perceived Behavioral Control）四個要素探討影響學習者打算學習中文的因素。本研究主要使用問卷調查法，調查266位越南籍中文學習者的「態度」、「信念」、「主觀規範」以及「知覺行為控制」對於「行為意圖」的影響。研究結果顯示四個變項對行為意圖都有正向影響。其中，知覺行為控制的影響最為顯著。

The Theory of Planned Behavior (TPB), proposed by Ajzen (1985), has long been popular across various academic disciplines, particularly in marketing. Experts have utilized this theory to analyze the factors influencing consumers purchasing behaviors to boost product sales. In the field of education, the application of this theory aids in understanding learners behavioral intentions regarding Chinese course selection. Consequently, this study aims to explore the factors influencing learners intentions to learn Chinese by examining the four elements of TPB: Attitude, Belief, Subjective Norm, and Perceived Behavioral Control. Based on an investigation and analysis of 266 Vietnamese-speaking learners of Chinese, the research provides suggestions to enhance learners interest in studying Chinese. This study mainly employed a questionnaire survey method to investigate the impact of Attitude, Belief, Subjective Norm, and Perceived Behavioral Control on Behavioral Intention among 266 Vietnamese-speaking learners of Chinese. The results showed that all of the four variables had a positive effect on Behavioral Intention, with Perceived Behavioral Control having the most significant influence.