[[alternative]]The Study of Taiwanese Risk Perceptions, Satisfaction and Postravel Behaviors toward Government Adopting Mini Three-Link Traveling

[[abstract]] 在國內旅遊業盛行期間，藉由小三通旅遊的民眾也日益增加，因此曾利用小三通旅遊的民眾對於小三通的內在想法不容小覷，又因旅遊風險高，因此民眾對於小三通的風險知覺更應被重視，以及其後續行為意向更會影響到更多人對於小三通的觀感，因而本研究旨在探討曾利用小三通旅遊之台灣民眾對於開放小三通的風險知覺及其遊後行為。 本研究採用便利抽樣方式進行問卷調查，問卷內容包括遊客屬性、風險知覺、滿意度以及行為意向等四部份，有效問卷為411份。以描述性統計、因素分析、信度分析、單因子變異數分析、獨立樣本T檢定、皮爾森相關分析、多元迴歸分析等統計方法進行實證分析。研究結果顯示：在各項因素構面分析中，以「行為意向」之因素平均數最高，最受到受訪者認同；而不同屬性的遊客對風險知覺、滿意度、行為意向的看法部分具有顯著差異；再者皮爾森相關分析與迴歸分析中，風險知覺對滿意度有顯著相關；滿意度對行為意向具有顯著相關。[[abstract]] Under the prevalence of tourism industry, the population of people using Mini Three Links to travel is increasing day by day; therefore, we should value the opinions of people who have used Mini Three Links to travel. Moreover, due to the high travelling risk, the risk perceptions toward Mini Three Links should be valued. The following behavioral intentions would influence more people’s impression to the Mini Three Links. The study aims to discuss the risk perceptions and post-travel behaviors of Taiwanese who have used Mini Three Links for travelling. The study adopts convenience sampling to pass out our questionnaires. The questionnaire includes four parts as follows: tourist characteristic, risk perception, satisfaction and behavioral intention. There are 411 effective questionnaires. We use descriptive statistics, factor analysis, reliability analysis, one-way anova, independent sample t test, Pearson correlation coefficient analysis and multiple regression analysis to do the empirical analysis. The results show that, in the analysis of every variable, the average of behavioral intention is the highest. Different tourist characteristic positively affects risk perception, satisfaction, and behavioral intention. In Pearson correlation coefficient analysis and regression analysis, risk perception is significantly related to satisfaction, and satisfaction is significantly related to behavioral intention