[[alternative]]Applying the Theory of Planned Behavior to Explore Women's Overseas Self-travel Behavioral Intention

[[abstract]] 在我國取得170 個免簽證國家後，國人出國旅遊更顯得多元，自助旅行尤其盛行(交通部觀光局，2016)，依據研究者參與多次海外自助旅行的經驗發現，一趟海外自助旅行充滿著獨特的回憶，但相對地，從決定參與海外自助旅行開始就必須付出相當的心力規劃行程、訂購機票與住宿，在旅程中也充滿著挑戰。然而，近年來海外自助旅行風氣以女性的參與海外自助旅行人口數增加比率較男性高。是甚麼因素吸引女性參與海外自助旅行呢？值得加以探究。 研究者想以計畫行為理論為架構基礎，瞭解女性對海外自助旅行之態度、主觀規範及知覺行為控制是否影響其海外自助旅行的行為意圖。本研究受試對象依題意為女性，採取便利抽樣問卷調查法，共計回收有效問卷 344 份，利用SPSS19.0 軟體，進行獨立樣本t 檢定、迴歸分析等統計方法分析。研究結果顯示：一、女性海外自助旅行的態度對海外自助旅行行為意圖有正向影響。二、女性海外自助旅行主觀規範對海外自助旅行行為意圖有正向影響。三、女性海外自助旅行知覺行為控制對海外自助旅行行為意圖未有顯著影響。[[abstract]] Based on the experience of the researchers participating in a number of overseas self-help travels, a trip to overseas travel is full of unique memories, but relatively determined to participate in overseas travel since the start must pay a considerable effort to plan the trip, order tickets and accommodation The journey is also full of challenges. However, in recent years overseas self-help travel prosperity, of which the participation of women in overseas self-help travel population increase rate higher than men. What are the factors that attract women to participate in overseas self-help travel? Therefore, the researchers want to use the theory of planning behavior as the basis of the structure, to understand the attitude of women on overseas travel, subjective norms and perceived behavior control whether the impact of overseas travel behavior intentions, the study subjects for women, to facilitate the sample survey and 344 valid questionnaires were collected. SPSS software was used to analyze the statistical methods such as independent sample t test and regression analysis. According to the data analysis results, this study found that: 1. Women's overseas self-help travel attitude positively impacts their overseas self-help travel intentions.2. Women's overseas self-help travel subjective norm positively impacts their overseas self-help travel intentions.3. Women's perceived behavioral control positively impacts their overseas self-help travel intentions