| Summary: | 碩士 === 南華大學 === 旅遊事業管理學系碩士班 === 97 === According to the Theory of Planned Behavior, we use Structural Equation Modeling to test the relations among the cognition, attitude ,and behavioral intention in transferring the sightseeing-leisure fishery for the fishing cultivators who are in the county of Kou- Huin, an area of land subsidence. There were 255 valid questionnaires received .
The six conclusions of this study are as following: (1) there are 84.7% people think it is meaningful, 78.0% people think it is worthy and 69.8% people think it is wise in the attitude of transferring type;(2) 68.6% people are willing to transfer, 61.2% people will join the organization and then transfer to, 63.9% people will recommend others to transfer;(3) the recognition of sightseeing-leisure fishery would affect transferring attitude; (4) the transferring attitude would affect behavioral intention;(5) the subject norm would affect behavioral intention;(6) the perceived behavioral control would affect behavioral intention. Finally, our suggestions are leading fishermen to build the accurate cognition, providing information of successful cases and offering relative resources and support to help them raise the transferring sense of perceived behavioral control.
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