The Factors Affect the Consumer Decision about Hotel Preferences in Kenting Area: Kenting Chateau Resort as an Example

• Main Authors: AaronChen, 陳重憲
• Other Authors: Hsin-Hong Kang
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/qa8p29

碩士 === 國立成功大學 === 高階管理碩士在職專班(EMBA) === 103 === This study applied theory of reasoned action (TRA) and theory of planned behavior (TPB) to examinte the affect among attitude, subjective norm, perceived behavioral control, intention and demographic variables. The convenience sampling was used in this study. 200 questionnaires were distributed ＆ returned, and 200 questionnaires were valid. This study used Eviews 8.0 software to build the linear probability model (LPM). The results of this study were summarized as follows: (1) attitude had a significant positive affect on consumers’ decision behavior; (2) subjective norm had a significant positive affect on consumers’ decision behavior; (3) perceived behavioral control had a significant positive affect on consumers’ decision behavior; (4) intention had a significant positive affect on consumers’ decision behavior; (5) demographic variables had a significant positive affect on consumers’ decision behavior.