English  |  正體中文  |  简体中文  |  Items with full text/Total items : 90453/105672 (86%)
Visitors : 14944673      Online Users : 281
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version

    Please use this identifier to cite or link to this item: http://asiair.asia.edu.tw/ir/handle/310904400/107524

    Title: Applying the Theory of Planned Behavior to explore the Factors Influencing the Vegetarian Restaurant Customers’ Behavioral Intention
    Authors: LUO, ZI-MIN
    Contributors: 休閒與遊憩管理學系碩士在職專班
    Keywords: the Theory of Planned Behavior;vegetable;perceived value
    Date: 2017
    Issue Date: 2017-09-14 13:17:04 (UTC+8)
    Publisher: 亞洲大學
    Abstract: This research, based on the Theory of Planned Behavior (TPB),was to study the factors of customers’ bevavioral intention toward Taichung Vegetable Restaurant. In addition, perceived value was as a Mediator. Systematic sampling was applied to the cosumers in Taichung Vegetable Restaurant. It aimed to find out the influences of personal basic data, customers’ attitude, subjective norm, perceived behavorial control, behavioral intention and perceived value. 331 questionnaires were sent to the customers in Taichung Vegetable Restaurant. A total of 300 valid questionnaires were received, yielding a 90.63% effective rate.
    This studies were used in Descriptive Satistics, Analysis of Correlation, reliability analysis, and regression analysis ,etc. The conclusions were as follows:
    (1) The Theory of Planned Behavior (TPB) can explain and expect the customers’ bevavioral intention toward Vegetable Restaurants.
    (2) The customers’ perceived value of Vegetable Restaurants have significant positive influence on the behavioral intention.
    (3) The customers’ perceived value of Vegetable Restaurants have partial mediating effect between attitude and behavioral intention.
    I expect that the study not only can offer Vegetable Restaurant Industries reference and important way of management, but also conform to the people demands on vegetable consumption. Finally, everyone can truly have the healty and energetic choice.
    Appears in Collections:[休閒與遊憩管理學系] 博碩士論文

    Files in This Item:

    File Description SizeFormat

    All items in ASIAIR are protected by copyright, with all rights reserved.

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback