Behavioral Intention Of The People Of China To Participate Health Examination Tourism In Taiwan

• Main Authors: Chung, Tienching, 鍾天晴
• Other Authors: Kuo, Hsinchih
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/21499581294355417209

碩士 === 義守大學 === 管理學院管理碩士在職專班 === 100 === Based on the theory of planned behavior (TPB), this research explored the relationship between the attitude toward the behavior, subjective norm, perceived behavioral control, and the behavior intention for the people of China to participate health examination tourism in Taiwan. The research method adopted survey research and a questionnaire was distributed to 300 participators of Guangdong and Jiangsu Provinces in China. A total of 255 questionnaires were responded and 229 of them were valid. The statistical analyses included descriptive statistics, correlation analysis, and hierarchical regression analysis. The result showed that the attitude toward the behavior and perceived behavioral control have the positive relationship with behavior intention after controlling the demographic variables, such as age, gender, and income. On the other hand, the subjective norm has no significant relationship with behavior intention. The conclusion of the research is that the attitude toward the behavior and perceived behavioral control have positive relationship with behavior intention for the people of China to participate health examination tourism in Taiwan. This research suggest that by elevating both the attitude toward the behavior and perceived behavioral control of the people of China, the behavior intention for health examination tourism in Taiwan will be promoted. That will provide a reference for governments and private organizations.