臺灣博碩士論文加值系統

本研究探討了在COVID-19疫情下，旅遊知覺風險對旅遊行為意圖的影響。研究發現，旅遊行為意圖受到資訊掌握、態度、主觀規範和行為知覺控制的正向影響，但在高知覺風險下，態度對旅遊行為意圖的促進作用會降低，而主觀規範的影響則會增強。這些發現強調了風險管理和社會支持在旅遊決策過程中的重要性。對於旅遊業者而言，應重視旅客的心理狀態和社會環境，通過有效的風險溝通和管理降低旅客的風險感知。同時，積極營造積極的旅遊氛圍，提供支持性的社會環境，以及強化旅客的行為控制感，都是促進旅遊恢復的重要措施。本研究不僅豐富了旅遊風險管理和旅遊行為研究的理論基礎，也為旅遊業的恢復和發展提供了實用的策略和建議。

This study investigates the impact of perceived risk on travel intentions during the COVID-19 pandemic. It was found that travel intentions are positively influenced by information mastery, attitude, subjective norms, and perceived behavioral control. However, under high perceived risk, the positive effect of attitude on travel intentions diminishes, while the influence of subjective norms strengthens. These findings underscore the importance of risk management and social support in the travel decision-making process. For travel operators, it's crucial to pay attention to travelers' psychological states and social environments, and to reduce their perceived risk through effective risk communication and management. Additionally, actively creating a positive travel atmosphere, providing supportive social environments, and enhancing travelers' sense of control are vital measures to foster the recovery of travel. This research not only enriches the theoretical foundation of travel risk management and travel behavior but also offers practical strategies and recommendations for the recovery and development of the travel industry.

書名頁 i
論文口試委員審定書 ii
中文摘要 iii
英文摘要 iv
誌謝 v
目錄 vi
表目錄 viii
第一章 緒論 1
第二章 文獻回顧與假說發展 5
2.1知覺風險(PERCEIVED RISK) 5
2.2行為意圖(BEHAVIORAL INTENTION) 6
2.3保護動機理論(PMT) 7
2.4計畫行為理論(TPB) 9
2.5知覺風險的中介效果 11
第三章 研究設計 14
3.1 研究量表設計 14
3.2 主要研究變數之定義 16
3.3 研究模型 17
3.4數據收集 19
第四章 實證結果 21
4.1 樣本敘述統計 21
4.2量表信度分析 23
4.3相關分析 24
4.4迴歸分析 25
第五章 結論與建議 32
5.1研究結論 32
5.2研究建議 34
參考文獻 35
附件 39

Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In J. Kuhl & J. Beckmann (Eds.), Action control: From cognition to behavior (pp. 11-39). Berlin Heidelberg: Springer Berlin Heidelberg.
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
Ajzen, I. (2011). The theory of planned behaviour: Reactions and reflections. Psychology & Health, 26(9), 1113-1127.
Bandura, A. (1977). Self-efficacy: toward a unifying theory of behavioral change. Psychological Review, 84(2), 191.
Bhati, A. S., Mohammadi, Z., Agarwal, M., Kamble, Z., & Donough-Tan, G. (2021). Motivating or manipulating: The influence of health-protective behaviour and media engagement on post-COVID-19 travel. Current Issues in Tourism, 24(15), 2088-2092.
Biglan, A., & Taylor, T. K. (2000). Increasing the use of science to improve child-rearing. Journal of Primary Prevention, 21, 207-226.
Bish, A., & Michie, S. (2010). Demographic and attitudinal determinants of protective behaviours during a pandemic: A review. British Journal of Health Psychology, 15(4), 797-824.
Boholm, A. (1998). Comparative studies of risk perception: a review of twenty years of research. Journal of Risk Research, 1(2), 135-163.
Brewer, N. T., & Fazekas, K. I. (2007). Predictors of HPV vaccine acceptability: a theory-informed systematic review. Preventive Medicine, 45(2-3), 107-114.
Chew, E. Y. T., & Jahari, S. A. (2014). Destination image as a mediator between perceived risks and revisit intention: A case of post-disaster Japan. Tourism Management, 40, 382-393.
Chiu, J. C., & Chen, C. A. (2022). The relationship among tourists' travel motivation, perceived risk, and travel intention in the post-epidemic era: A case of Tainan historic sites. Science and Technology, 15(2), 26-45.
Cho, H., & Lee, J.-S. (2015). The influence of self-efficacy, subjective norms, and risk perception on behavioral intentions related to the H1N1 flu pandemic: A comparison between Korea and the US. Asian Journal of Social Psychology, 18(4), 311-324.
Dowling, G. R., & Staelin, R. (1994). A model of perceived risk and intended risk-handling activity. Journal of Consumer Research, 21(1), 119-134.
Erjavec, J., & Manfreda, A. (2022). Online shopping adoption during COVID-19 and social isolation: Extending the UTAUT model with herd behavior. Journal of Retailing and Consumer Services, 65, 102867.
Fischhoff, B., Bostrom, A., & Quadrel, M. J. (1993). Risk perception and communication. Annual Review of Public Health, 14(1), 183-203.
Floyd, D. L., Prentice‐Dunn, S., & Rogers, R. W. (2000). A meta‐analysis of research on protection motivation theory. Journal of Applied Social Psychology, 30(2), 407-429.
Floyd, M. F., Gibson, H., Pennington-Gray, L., & Thapa, B. (2004). The effect of risk perceptions on intentions to travel in the aftermath of September 11, 2001. Journal of Travel & Tourism Marketing, 15(2-3), 19-38.
Han, H. (2015). Travelers' pro-environmental behavior in a green lodging context: Converging value-belief-norm theory and the theory of planned behavior. Tourism Management, 47, 164-177.
Harris, K. J., Ali, F., & Ryu, K. (2018). Foodborne illness outbreaks in restaurants and patrons’ propensity to return. International Journal of Contemporary Hospitality Management, 30(3), 1273-1292.
Hsieh, Y. C. (2012). Hotel companies' environmental policies and practices: A content analysis of their web pages. International Journal of Contemporary Hospitality Management, 24(1), 97-121.
Hsieh, Y. J., Chen, Y. L., & Wang, Y. C. (2021). Government and social trust vs. hotel response efficacy: A protection motivation perspective on hotel stay intention during the COVID-19 pandemic. International Journal of Hospitality Management, 97, 102991.
Hwang, J., Kim, I., & Gulzar, M. A. (2020). Understanding the eco-friendly role of drone food delivery services: Deepening the theory of planned behavior. Sustainability, 12(4), 1440.
Janmaimool, P. (2017). Application of protection motivation theory to investigate sustainable waste management behaviors. Sustainability, 9(7), 1079.
Johnson, E. J., & Hariharan, S. (2017). Public health awareness: Knowledge, attitude, and behaviour of the general public on health risks during the H1N1 influenza pandemic. Journal of Public Health, 25, 333-337.
Kaplan, S., Manca, F., Nielsen, T. A. S., & Prato, C. G. (2015). Intentions to use bike-sharing for holiday cycling: An application of the Theory of Planned Behavior. Tourism Management, 47, 34-46.
Kozak, M., Crotts, J. C., & Law, R. (2007). The impact of the perception of risk on international travellers. International Journal of Tourism Research, 9(4), 233-242.
Lee, C. K., Yoon, Y. S., & Lee, S. K. (2007). Investigating the relationships among perceived value, satisfaction, and recommendations: The case of the Korean DMZ. Tourism Management, 28(1), 204-214.
Lu, S., & Wei, J. (2019). Public’s perceived overcrowding risk and their adoption of precautionary actions: A study of holiday travel in China. Journal of Risk Research, 22(7), 844-864.
Maddux, J. E., & Rogers, R. W. (1983). Protection motivation and self-efficacy: A revised theory of fear appeals and attitude change. Journal of Experimental Social Psychology, 19(5), 469-479.
McKercher, B., & Chon, K. (2004). The over-reaction to SARS and the collapse of Asian tourism. Annals of Tourism Research, 31(3), 716-719.
Mikulincer, M., & Florian, V. (2000). Exploring individual differences in reactions to mortality salience: Does attachment style regulate terror management mechanisms? Journal of Personality and Social Psychology, 79(2), 260-273.
Mullen, B., & Johnson, C. (2013). The psychology of consumer behavior. Psychology Press.
Neuburger, L., & Egger, R. (2021). Travel risk perception and travel behaviour during the COVID-19 pandemic 2020: A case study of the DACH region. Current Issues in Tourism, 24(7), 1003-1016.
Nicola, M., O'Neill, N., Sohrabi, C., Khan, M., Agha, M., & Agha, R. (2020). Evidence based management guideline for the COVID-19 pandemic-Review article. International Journal of Surgery, 77, 206-216.
Paul, J., & Rana, J. (2012). Consumer behavior and purchase intention for organic food. Journal of Consumer Marketing, 29(6), 412-422.
Pennington-Gray, L., Kaplanidou, K., & Schroeder, A. (2013). Drivers of social media use among African Americans in the event of a crisis. Natural Hazards, 66, 77-95.
Plotnikoff, R. C., & Trinh, L. (2010). Protection motivation theory: Is this a worthwhile theory for physical activity promotion? Exercise and Sport Sciences Reviews, 38(2), 91-98.
Prasetyo, Y. T., Castillo, A. M., Salonga, L. J., Sia, J. A., & Seneta, J. A. (2020). Factors affecting perceived effectiveness of COVID-19 prevention measures among Filipinos during enhanced community quarantine in Luzon, Philippines: Integrating Protection Motivation Theory and extended Theory of Planned Behavior. International Journal of Infectious Diseases, 99, 312-323.
Prati, G., Pietrantoni, L., & Zani, B. (2012). Influenza vaccination: The persuasiveness of messages among people aged 65 years and older. Health Communication, 27(5), 413-420.
Qi, W. (2021). Economic Recovery from COVID-19: Experience from the People’s Republic of China. Asian Development Bank. https://doi.org/10.22617/BRF220084-2
Qiao, G., Ruan, W. J., & Pabel, A. (2022). Understanding tourists' protection motivations when faced with overseas travel after COVID-19: The case of South Koreans travelling to China. Current Issues in Tourism, 25(10), 1588-1606.
Quintal, V. A., Lee, J. A., & Soutar, G. N. (2010). Risk, uncertainty, and the theory of planned behavior: A tourism example. Tourism Management, 31(6), 797-805.
Rather, R. A. (2021). Demystifying the effects of perceived risk and fear on customer engagement, co-creation, and revisit intention during COVID-19: A protection motivation theory approach. Journal of Destination Marketing & Management, 20, 100564.
Reisinger, Y., & Mavondo, F. (2005). Travel anxiety and intentions to travel internationally: Implications of travel risk perception. Journal of Travel Research, 43(3), 212-225.
Rittichainuwat, B. N., & Chakraborty, G. (2009). Perceived travel risks regarding terrorism and disease: The case of Thailand. Tourism Management, 30(3), 410-418.
Rogers, R. W. (1975). A protection motivation theory of fear appeals and attitude change. The Journal of Psychology, 91(1), 93-114.
Rogers, R. W. (1983). Cognitive and physiological processes in fear appeals and attitude change: A revised theory of protection motivation. In Social Psychology: A Source Book (pp. 153-176).
Rogers, R. W., Prentice-Dunn, S., & Gochman, D. S. (1997). Handbook of health behavior research 1: Personal and social determinants. New York, NY, US: Plenum Press.
Sarkar, J. G., & Sarkar, A. (2019). Young adult consumers' involvement in branded smartphone-based service apps: Investigating the roles of relevant moderators. Information Technology and People, 32(6), 1608-1632.
Sjöberg, L., Moen, B. E., & Rundmo, T. (2004). Explaining risk perception: An evaluation of the psychometric paradigm in risk perception research. Risk Analysis, 24(1), 641-658.
Slovic, P. (1987). Perception of risk. Science, 236(4799), 280-285.
Soliman, M. (2021). Extending the theory of planned behavior to predict tourism destination revisit intention. International Journal of Hospitality & Tourism Administration, 22(5), 524-549.
Sommer, L. (2011). The theory of planned behaviour and the impact of past behaviour. International Business & Economics Research Journal (IBER), 10(1).
Sparks, B., & Pan, G. W. (2009). Chinese outbound tourists: Understanding their attitudes, constraints, and use of information sources. Tourism Management, 30(4), 483-494.
Ulker-Demirel, E., & Ciftci, G. (2020). A systematic literature review of the theory of planned behavior in tourism, leisure, and hospitality management research. Journal of Hospitality and Tourism Management, 43, 209-219.
UNWTO. (2020). COVID-19 and Tourism 2020: A year in review. World Tourism Organization. Retrieved from https://www.unwto.org/covid-19-and-tourism-2020
Vesci, M., & Botti, A. (2019). Festival quality, theory of planned behavior, and revisiting intention: Evidence from local and small Italian culinary festivals. Journal of Hospitality and Tourism Management, 38, 5-15.
Wang, J., Liu-Lastres, B., Ritchie, B. W., & Mills, D. J. (2019). Travellers' self-protections against health risks: An application of the full Protection Motivation Theory. Annals of Tourism Research, 78, 102743.
Witte, K. (1992). Putting the fear back into fear appeals: The extended parallel process model. Communications Monographs, 59(4), 329-349.
Wu, J. M. L., Tsai, H., & Lee, J. S. (2017). Unraveling public support for casino gaming: The case of a casino referendum in Penghu. Journal of Travel & Tourism Marketing, 34(3), 398-415.
Yang, C. L., & Nair, V. (2014). Risk perception study in tourism: Are we really measuring perceived risk? Procedia - Social and Behavioral Sciences, 144, 322-327.
Yarimoglu, E., & Gunay, T. (2020). The extended theory of planned behavior in Turkish customers' intentions to visit green hotels. Business Strategy and the Environment, 29(3), 1097-1108.
Zheng, B., Zhang, Q., Geng, G., Chen, C., Shi, Q., Cui, M., ... & He, K. (2021). Changes in China's anthropogenic emissions and air quality during the COVID-19 pandemic in 2020. Earth System Science Data, 13(6), 2895-2907.
Zheng, D., Luo, Q., & Ritchie, B. W. (2021). Afraid to travel after COVID-19? Self-protection, coping, and resilience against pandemic ‘travel fear’. Tourism Management, 83, 104261.