Özet:

Massages are increasingly popular with consumers given the growing emphasis on health and leisure activities during past few years. Massages can help people to unwind and relax in the stressful modern life. It is also beneficial to health and longevity. This paper seeks to construct a new model on consumers’ behavioral intention (BI) on the basis of Theory of Planned Behavior (TPB). The purpose is to validate the intentional behavior of consumers who choose visually impaired or blind massage therapists (VIBMTs). The first step is to build the behavioral intention model with three dimensions, i.e. attitude towards the behavior (AT), subjective norms and perceived behavior control. The purpose is to validate the behavioral intention patterns described in the model. This paper interviews the consumers who have used the services of visually impaired or blind massage therapists (VIBMTs) in Taipei, Taichung and Kaohsiung. The study is based on purposive sampling and SPSS and AMOS software packages are used for data statistics and analysis. The empirical results suggest: (1) attitude towards behavior (AT) and perceived behavioral control have positive and significant influence on behavioral intention (BI) of the consumers who choose visually impaired or blind massage therapists (VIBMTs); (2) subjective norms exhibit negative and significant influence on behavioral intention (BI); and (3) the behavior control perceived by the consumers who select visually impaired or blind massage therapists (VIBMTs) reports significant and positive effects on behavioral intention (BI). The research findings can serve as a reference for follow-up studies and the operators of massage services who hire visually impaired or blind massage therapists (VIBMTs).

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