| Summary: | 碩士 === 台灣首府大學 === 休閒管理學系碩士班 === 104 === Abstract
For the visually impaired, to maintain a sustained and stable work is not easy. Massage industry is one of many visually impaired careers. Unlike some countries, in Taiwan, visually impaired massage is not exclusive since October 31, 2008. Since then, the visually impaired must compete with other industry players in the massage industry. In this competition, there has been an issue to be raised, whether the reason for people to go blind massage industry spending is out of sympathy, or for reasons of public interest, or simply for leisure behavior? This is the main motivation and purpose of this study.
To explore the impact on consumer behavioral intentions of value of public welfare for the visually impaired massage industry, the "theory of planned behavior" is as a basis, and the "public welfare" is added as additional consideration. Questionnaires is setup according to the relevant literature review, and then proceed at visually impaired massage stores in 4 metropolises of Taiwan and get a total recovery of more than 700 copies. After the completion of the questionnaires, the contents were coded into statistical software and several statistical analysis are proceeded, including descriptive statistical analysis; independent samples t test; one-way analysis of variance; reliability and validity analysis and regression analysis, for discussion on the issues of this article.
From the results of the analysis, there are mainly 4 conclusions:
1. Behavioral attitude does affect behavioral intentions.
2. The assumption of behavior subjective norms does influence behavior intention does not hold. But, the opinion of Family members, relatives and appropriate promotional activities will affect behavioral intentions.
3. Perceived behavioral control does affect behavioral intentions.
4. The public welfare value issue added indeed becomes a major factor affecting consumer behavior. These results discussed are with the hope that they can be used as a reference for the visually impaired industry self-massage capabilities and business requirements.
Key words: Public Welfare, Visually Impaired Massage Industry, Theory of Planned Behavior, Consumers Behavior Intention
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