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標題: 態度、主觀規範與知覺行為控制對英語教學雜誌購買意圖之影響
The effects of Attitude, Subjective Norm, and Perceived Behavioral Control on Purchasing Intention in English Teaching Magazines
作者: 陳佩君
Chen, Pei-Chun
關鍵字: 英語教學雜誌
English Teaching Magazines
Theory of Planned Behavior (TPB)
Decomposed Theory of Planned Behavior (Decomposed TPB)
structure equation model (SEM)
出版社: 應用經濟學系所
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摘要: 本研究主要的目的在探討態度、主觀規範與知覺行為控制對英語教學雜誌購買意圖之影響。並以Taylor and Todd(1995)所提出的解構計劃行為理論為主,採結構方程模式(SEM)方法,蒐集343份有效樣本,並且使用SPSS與LISREL統計套裝軟體做為分析資料的工具,試著發展出一實證性的研究模式。 研究結果發現,影響消費者購買英語教學雜誌行為意圖之決定性因素為態度及知覺行為控制,主觀規範影響不顯著。「態度」中的相容性對態度有較大的影響力;「主觀規範」中的外部影響影響力顯著;「知覺行為控制」方面,自我效能是最重要的影響因素。這些結果對於英語教學雜誌的研究以及英語教學雜誌誌廠商實務上的討論均具有其啟發性的意義。
The main purpose of this research is to study the effects of Attitude, Subjective Norm, and Perceived Behavioral Control on Purchasing Intention in English Teaching Magazines. The decomposed planning behavior theory is applied(Taylor and Todd,1995). In term of structure equation model (SEM), we use SPSS and LISREL to analyze 343 samples , try to develop an empirical model. Through the study, it presents the following results: the dominators of customer's intention to purchase the English Teaching Magazines are attitude and perceived behavior control; however the other dominator-subjective rule influence is not significant. The behavior attitude is strongly affected by the compatibility of percept. And the influence of external Influence in subjective rule is significant.As the perceived behavior control, self-effectiveness is the most important factor. For that, the results of this study could offer some valuable ideas for researchers and firms.
其他識別: U0005-0708200616050200
Appears in Collections:應用經濟學系



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