休闲效益与行为意图关系之研究 - ctuedutw.DOC

綠色旅遊遊客知覺、休閒效益與行為意圖關係之研究： 以東豐自行車綠廊為例 作者姓名服務單位E-mail Address: vanessa@.tw 摘要 本研究目的旨在的現況，並分析不同背景變項的在及行為意圖的差異情形。研究方法採取便利抽樣進行問卷調查。問卷內容包括由量表量表、及受訪者個人背景資料。根據調查所蒐集之資料，依研究目的進行資料整理與分析，藉由t 考驗、單因子變異數分、等統計方法處理，研究結果摘錄如下：一、自行車道使用者以性居多，年齡以-25 歲佔多數，教育程度以大專/大學院校為主以2-5者居多。二、、教育程度、皆會影響「」、「」與「」的程度。三、自行車遊客之存在正向關係。車關鍵詞：The Study on Relationship among Visitors’ Perceived Value, Leisure Benefit, and Behavioral Intention of Green Tourism－A Case Study of Tong-Fong Bikeway Abstract The purposes of this study was to investigate the visitor’s perceived value, leisure benefit, and behavioral intention of green tourism in Taichung Tong-fong Bikeway, and analyzing the difference between those three variables in different bikers’ background. The survey was practically conducted in bikers and the total 400 questionnaires were returned 400 copies, 389 of them were valid, and the valid retrieval rate was 97.3%. The questionnaire was conducted with random sampling to measure cyclists in Taichung Tong-fong Bikeway. The questionnaire was used for data collection, which included three dimensions: variables of cyclists’ demographic backgrounds, the scale of the visitor’s perceived value, leisure benefit, and behavioral intention of green tourism. Descriptive statistics, t-test, one-way ANOVA, correlation were computed for data analysis .The results came out as followings: (1) Most cyclists are male and the age is from 19 to 25 years old who live in the adjacent area. The college level of education gets the highest score, 20-50 thousand dollars income of month.(2) Sex, education, and occupation affect the visitors perceived value, leisure benefit, and behavioral intention of green tourism.(3) The positive relationship exists in the visitor’s perceived value, leisure benefit, and behavioral intention of green tourism in Tong-fong Bikeway. The main objective of the visitor’s perceived value in Taichung Tong-fong Bikeway is to “Route safety”; leisure benefits gained by major as physiological benefits”; t