| Abstract: | Decision-making is a cognitive decision-makers, behavior, but also a cultural phenomenon. Because of cultural differences, so that decision-makers often in accordance with their own cultural traditions to knowledge, judgement and action. In other words, the underlying motives and decision-makers of his cultural background, value systems, religious belief, education environment, customs and habits, and so have relations. In Taiwan people and enterprises generally have removal of home to select lucky day, build factory building select lucky day, to find office locations to see feng shui, the recruitment of staff to see the person's outer appearance, even when the company encountered operating difficulties, to ask a fortune teller , Is already a very common phenomenon. Thus, the occult behavior of traditional and business-related problems with their academic studies and necessity.
In this study, Ajzen by the theory of planned behavior (Theory of Planned Behavior, TPB) as the framework of the future of the business community, such as feng shui occult behavior . And the original " attitude towards the behavior " and "subjective norms" and " perceived behavioral control", and so the actual impact of the three variables, plus a "cultural norms" for the fourth variable, to learn the traditional culture of a few Conduct activities that influence. This study used a questionnaire survey conducted empirical studies to Taitung in the main SMEs, a total of 1,474 questionnaires were issued, of which the questionnaire is invalid questionnaire to 16, the actual recovery of valid questionnaires to 573 questionnaires were distributed, effective recovery rate of 38.9 percent.
After the recovery of the questionnaire to SPSS 12.0 and AMOS7.0 as the main analytical tool, the questionnaire and analyzed and verified the assumption that the relevant work. The results showed that this study model fit in the model-fit evaluation, ?2 / df = 2.969; GFI = 0.86; AGFI = 0.72; RMSEA = 0.049; absolute adaptation of the test results can be found, this study and observation of the model building The information is fit. NFI = 0.83; N NFI = 0.84; CFI = 0.91; IFI = 0.92; RFI = 0.82; These results indicate that the mode of construction of this study and observation of the overall information with a modest ideal. Therefore, to plan acts of deconstruction theory as the basis, the construction of the "business owner of occult behavior mode " can be used to explain and forecast the occult behavior of business owners. Business owners surveyed the occult of "real acts", mainly by the "act of intention" of directly affected, the significant direct effect of 0.78. "Real acts" by " attitude towards the behavior ", "cultural norms" and "subjective norms," and " perceived behavioral control " and the indirect effects, the indirect effects were significant 0.60,0.56,0.49,0.47. Show " behavior intention " is still affected business owners in several of the most important factor, with Ajzen (1985) of the plan proposed by the theory of the structure. At the same time also showed that the fate of traditional culture in the concept of business owners occult behavior, has a pivotal role. |
