本研究係探討養殖業者對轉型觀光休閒漁業認知、態度及行為意向，以口湖鄉境內漁業養殖業者為研究對象，並以計畫行為理論（Theory of Planned Behavior）為主要基礎，建立研究之理論架構。本研究採問卷調查法，有效回收問卷為255份。利用結構方程式分析認知、態度、主觀規範、行為知覺控制與行為意向。實證結果：(1)在轉型態度方面有84.7%認為有意義；有78.0%認為值得；有69.8%認為明智;(2) 在轉型意向方面有68.6%有轉型願意；有61.2%會先加入組織再轉型；有63.9%會推薦他人轉型;(3)觀光休閒漁業之認知會影響轉型的態度；(4)轉型態度會影響轉型的行為意向；（5）主觀規範會影響轉型的行為意向；(6)行為知覺控制會影響轉型的行為意向。依本研究結果提出以下建議：(1)引導漁民對轉型建立正確認知；(2) 提供成功案例、資訊，建立重要他人轉型支持度；(3) 提供相關資源與支持提高轉型行為知覺控制感。 According to the Theory of Planned Behavior, we use Structural Equation Modeling to test the relations among the cognition, attitude ,and behavioral intention in transferring the sightseeing-leisure fishery for the fishing cultivators who are in the county of Kou- Huin, an area of land subsidence. There were 255 valid questionnaires received . The six conclusions of this study are as following: (1) there are 84.7% people think it is meaningful, 78.0% people think it is worthy and 69.8% people think it is wise in the attitude of transferring type;(2) 68.6% people are willing to transfer, 61.2% people will join the organization and then transfer to, 63.9% people will recommend others to transfer;(3) the recognition of sightseeing-leisure fishery would affect transferring attitude; (4) the transferring attitude would affect behavioral intention;(5) the subject norm would affect behavioral intention;(6) the perceived behavioral control would affect behavioral intention. Finally, our suggestions are leading fishermen to build the accurate cognition, providing information of successful cases and offering relative resources and support to help them raise the transferring sense of perceived behavioral control.
