本研究旨在探究高齡者參與圓夢服務的行為意向，並討論影響高齡者參與意願的因素，以Ajzen(1985)的計劃行為理論（The Theory of Planned Behavior, TPB）為研究基礎，加入圓夢需求的構念修正理論模型，建立高齡者參與行為意向的觀念性模型。並自行編製「高齡者參與圓夢服務的行為意向量表｣為測量工具，以實證高齡者對圓夢服務的參與意願。本研究採用SPSS 18.0與AMOS 20.0統計軟體進行資料分析，使用的統計方法有：描述統計、信度分析、t檢定、單因子變異數分析與建構式因素分析等；研究模型驗證則採用結構方程模式進行路徑分析。研究結果發現，高齡者對於參與圓夢服務的意願，影響最大的因素是知覺行為控制，其次是態度。另外研究顯示，圓夢需求構面對行為意向並無直接顯著的影響，而是透過參與態度對行為意向產生正向顯著的影響；主觀規範亦然同具有中介效果的影響。最後，本研究初探性的研究結果提供給未來市場行銷管理之用，並提出建議供服務業者及政府相關單位在規劃與執行上之參考。 The purpose of this study is to investigate the behavioral intention of the elderly to participate in the services of realizing their dreams, and to discuss factors that affect elderly willingness. This study takes the Theory of Planned Behavior (TPB) proposed by Ajzen (1985) as the basis and adds the dream-realizing needs' construct to revise the theoretical model to establish the conceptive model of the elderly of the behavioral intention of being involved. Besides, this study makes its ＂The Scale of Behavioral Intention the Elderly to Accept the Services of Realizing their Dreams＂ as the measurement tool, as to prove the elderly willingness to participate in the services of realizing their dreams. This study uses SPSS 18.0 and AMOS 20.0 statistical software to carry out data analysis; in addition, the statistical methods used are including descriptive statistics, reliability analysis, t-test, one-way ANOVA and constructive factor analysis. And its validation of research model adopts Structural Equation Modeling (SEM) to perform the path analysis. The study finds that the major factor that affects the elderly willingness to participate in the service of realizing their dreams is the control of perceptual behavior, followed by attitude. Furthermore, the dimension of dream-realizing need has no directly positive effect to the behavioral intention, but has the directly positive effect to the behavioral intention through the participating attitude. The subjective norm also has the influence of intermediary effect. Finally, this study provides the preliminary results for the purpose of marking management in the future market, and make recommendations for service provider and relevant departments and serves as the reference for policy implementation or planning.
