The Research on the Relationship among, Intention to Use Continuity Program, Volitional Process, Behaviors to Use Continuity Program-The Moderating Role of Availability Heuristic

• Main Authors: RUEI-YUN CHOU, 周瑞芸
• Other Authors: YU-PENG WANG
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/09843707451007981155

碩士 === 實踐大學 === 企業管理研究所 === 95 === Abstract The research use goal-directed behavior theory, the main purposes of this research are toward, First, it intends to examine the influence of consumer’s intention on consumer’s appraisal processes of continuity program. Secondly ,to investigate the effect of consumer’s appraisal processes on participating continuity program. The research result is followings： 1. Consumers’ intention to use continuity program will affect the volitional processes positively. 2. Consumers’ volitional processes will affect consumers’ behavior to use continuity program positively. 3. Consumers’ volitional processes have intermediary's results between behavioral intentions and target behavior. 4. Availability heuristics interference result between consumers’ intentions and consumers’ volitional processes. When the consumers hear about positive availability heuristics information, consumers’ volitional processes of use continuity program will be stronger than the no availability heuristics information. When the consumers hear about negative availability heuristics information, consumers’ volitional processes of use continuity program will be attenuate than the no availability heuristics information. Keywords：Continuity Program、Goal-Directed Behavior、 Behavior Intention 、Availability Heuristics