| Summary: | 碩士 === 大仁科技大學 === 休閒健康管理研究所 === 98 === The purposes of this study were, to examine the cause-effect model of Perceived Behavioral Control (PBC), Subjective Norm (SN), Attitude toward the Behavior (AT) and Behavior Intention (BI) for Water Sports Tourist in Green Island. It was mainly based on “Theory of Planned Behavior (TPB)”, Ajzen (1985), as the foundation theory to establish the Behavioral Tendency Model of Water Sports Tourist in Green Island. This study adopts the method of questionnaires, and data was collected from the members at Confederation Mondiale Activites Scubaquatiques (CMAS), for four hundreds surveys were taken, and 344 are affected, returning rate: 86%. The data was processed by applying SPSS for Windows 12.0 to carry the Descriptive Statistic, and by using Amos16 to analyze the Structural Equation Modeling (SEM), and to examine the cause-effect relationship between elements. The analyzing result of testing factors shows a majority of the factor loadings of the observed variables in latent variables were all above 0.70. In the internal construct validity, amongst the variables, 4 factor composite reliabilities were 0.948, 0.913, 0.872, 0.885；average variances extracted were 0.752, 0.757, 0.665, 0.660. The study model satisfies the ideal value of construct validity. Overall fit index, the chi-square was 239.887, normed chi-square ratio was 2.856. Other goodness-of-fit indices (GFI) were 0.916, AGFI, 0.881；RMSEA, 0.074；CFI, 0.960；PCFI, 0.768. This study discovers that behavioral attitude towards behavioral tendency of Water Sports Tourist in Green Island does not reach the apparent level. In addition, subjective standard and behavioral control of Water Sports Tourist in Green Island have positive effect towards behavior intention. This study proposes suggestions based on its result and serves as a reference for related organizations.
|
|---|
