| Summary: | 碩士 === 國立東華大學 === 觀光暨遊憩管理研究所 === 91 === The theory of planned behavior (Ajzen, 1985) is used to predict three leisure activities’ intention and behavior: jogging, KTV consumption, and cyber café consumption.
Questionnaire was designed by altering Ajzen’s research questionnaire in 1992 about adapting TPB on 5 leisure activities. 378 students of National Dong Hwa University were randomly sampled for investigating intentions during March 2002, 319 students were reached and completed the behavioral part half year later.
The study indicated that (1) although the students held most favorite attitudes toward KTV consumption, the most supported by important others and most controllable activity for students is jogging. (2) Expectancy-value theory was supported in this study with medium correlation coefficient, which means expectancy-value theory could not explain the formation of attitude, subjective norm, and perceived behavioral control with belief appropriately. (3) Behavioral differences were shown in different behavioral beliefs, result evaluation, normative beliefs, control beliefs, and control power. This indicated that different beliefs associate with different behavior. (4) Consistent with the theory, attitudes, subject norms, and perceived behavioral control predict leisure intentions (R2=0.36 to 0.58). Intentions and perceived behavioral control predict leisure behavior (R2=0.16 to 0.42). TPB is better than TRA, which means leisure behavior is not a rational controlled behavior, resources and controllability have to be considered. (5) Past behavior contributed independently to prediction of intention and behavior, which means there is stability in leisure behavior.
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