Applying the Theory of Planned Behavior to Explore the Behavior Intention of Food Purchasing from Food Trucks
碩士 === 東海大學 === 餐旅管理學系 === 106 === This research is based on Theory of Planned Behavior, investigating costumers' Purchasing from Food Trucks attitude, Subjective norm, Perceived Behavioral Control and Behavioral intention in Taiwan. Total 298 questionnaires have used to collect data, using des...
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2018
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| Online Access: | http://ndltd.ncl.edu.tw/handle/pbyev5 |
| Summary: | 碩士 === 東海大學 === 餐旅管理學系 === 106 === This research is based on Theory of Planned Behavior, investigating costumers' Purchasing from Food Trucks attitude, Subjective norm, Perceived Behavioral Control and Behavioral intention in Taiwan. Total 298 questionnaires have used to collect data, using descriptive statistics analysis, ANOVA and regression analysis to Theoretical architecture model. Results show that : 1. The attitude of buying food from food truck has no significant effect on Behavioral intention. 2. Subjective norm has positive influence on Behavioral intention. 3. Perceived Behavioral Control also has positive influence on Behavioral intention.
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