雖然計畫行為理論 ( Theory of Planned Behavior, TPB ) 對意圖與行為的解釋能力，已在眾多實徵研究中受到相當程度支持與重視。但是，真實世界中人類有許多行為卻不全然都是計畫行為，單純使用計畫型的理論並無法對人類行為解釋完全。本研究採用線上遊戲行為作為研究情境，以「沉浸經驗」作為切入點，試圖探討「非計畫」的因素，對計畫行為理論模型的影響及其在模型中的配置情形，並將描述性規範加入於TPB模型中，探討「規範」在玩線上遊戲的情境中所扮演的角色，此外，本研究將傳統TPB中的「行為意圖」細分成「一般性意圖」和「當次意圖」，針對不同層次的意圖進行剖析探討。
本研究以「問卷調查法」進行資料的蒐集，共蒐集492份樣本，使用 LISREL與 SPSS 來進行 SEM 資料分析，以檢驗本研究模型和相關假說。研究結果發現：一、在線上遊戲的情境中，描述性規範比起主觀規範對個人的意圖影響更為顯著。二、沉浸經驗對實際行為有正向的直接影響，亦即計畫行為理論可以延伸，涵蓋非計畫的影響因素。

The Theory of Planned Behavior (TPB) has received considerable attention and empirical support for explaining human behavior in many literatures. However, many human behaviors are not planned in the real world. So the TPB cannot explain all human behaviors. This study is conducted under the scenario of online game platform and uses flow experience as the unplanned factor to explore what are the effects of unplanned factors on the TPB model. This study not only add descriptive norm to the TPB model to examine the role of it, but also split the construct of behavioral intention into general intention and specific intention to deeply discuss the different levels of intention.
The data is collected from 492 respondents through self administered questionnaires. The results revealed that individuals are more likely to be influenced by descriptive norm than subjective norm. Furthermore, flow experience has a directly effect on actual behavior. It is concluded that unplanned factors such as flow experience might profitably be included in TPB.

1. Ajzen, I. (1985). From intentions to action: A theory of planned behaviour. In J. Kuhl & J. Beckmann (Eds.). Action control: From cognition to behaviour, Heidelberg: Springer, pp. 11–39.
2. Ajzen, I. (1991). The theory of planned behaviour. Organizational Behaviour and Human Decision Processes, 50, 179–211.
3. Ajzen, I., & Driver, B. L. (1992). Application of the theory of planned behavior to leisure choice. Journal of Leisure Research, 24(3), pp.207-224.
4. Ajzen, I., & Fishbein, M. (1977). Attitude-behaviour relations: A theoretical analysis and review of empirical research. Psychological Bulletin, 84, 888–918.
5. Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior: Prentice Hall.
6. Ajzen, I., & Madden, T. J. (1985). Prediction of goal-directed behavior: Attitudes, intentions, and perceived behavioral control. Journal of Experimental Social Psychology, pp.453-474.
7. Armitage, C. J., & Conner, M. (2001). Efficacy of the theory of planned behavior: A meta-analytic review. British Journal of Social Psychology, 40, 471–499.
8. Armitage, C.J., & Conner, M. (1998). The theory of planned behavior: A review and avenues for further research. Journal of Applied Social Psychology, 28, 1430–1464.
9. Bagozzi, R. P., & Yi, Y.(1988). On the evaluation structural equation models. Academic of Marketing Science, 16, 74-94.
10. Bagozzi,R.P., & Lee, K. H. (2002). Multiple routes for social influence: The role of compliance, internalization, and social identity. Social Psychology Quarterly, 65(3), 226-247.
11. Beck, L., & Ajzen, I. (1991). Predicting dishonest actions using the theory of planned behavior. Journal of Research in Personality, 24, 285–301.
12. Bentler, P. M. (1986). Structural modeling and psychometrika: On growth and achievements. Psychometrika, 51(1), 35-51.
13. Bentler, P.M., & Chou, C.P.(1987). Practical Sociological Methods and Research, 16, 78-117.
14. Blue, C.L. (1995). The predictive capacity of the theory of reasoned action and the theory of planned behaviour in exercise research: an integrated literature review. Research in Nursing and Health, 18, 105–121.
15. Bollen K.A. (1989). A new incremental fit index for general structural equation model. Sociological Methods and Research, 17, 303-316.
16. Browne, M., & Cudeck, R. (1993). Alternative ways of assessing model fit. Testing structural equation models, 154, 136-162.
17. Chen, H., Wigand, T. R., & Nilan, S. M. (1999). Optimal experience of web activities. Computers in Human Behavior, 15(5), 585-608.
18. Chin, W. W., & Todd, P. (1995). On the use, usefulness and ease of use of structural equation modeling in MIS research: A note of caution. MIS Quarterly, 19(2), 237-246.
19. Choi, D., & Kim, J. (2004). Why people continue to play online games: In search of critical design factors to increase customer loyalty to online contents. CyberPsychology & Behavior, 7(1), 11-24.
20. Cialdini, R. B., Kallgren, C. A., & Reno, R. R. (1991). A focus theory of normative conduct. Advances in Experimental Social Psychology, 24, 201–234.
21. Cialdini, R. B., Reno, R. R., & Kallgren, C. A. (1990). A focus theory of normative conduct: Recycling the concept of norms to reduce littering in public places. Journal of Personality and Social Psychology, 58(6), 1015–1026.
22. Clarke, G. S., & Haworth, T. J. (1994),. “Flow” experience in the lives of sixth-form colledge students. British Journal of Psychology, 85, 511-523.
23. Conner, M., & Armitage, C. J. (1998). Extending the theory of planned behavior: A review and avenues for further research. Journal of Applied Social Psychology, 28(15), 1429–1464.
24. Conner, M., & McMillan, B. (1999). Interaction effects in the theory of planned behavior: Studying cannabis use. British Journal of Social Psychology, 38, 195–222.
25. Csikszentmihalyi, M. (1975). Beyond boredom and anxiety. San Francisco, CA: Jossey-Bass.
26. Csikszentmihalyi, M. (1988). Introduction. In Csikszentmihalyi, M., & Csikszentmihalyi, I. S. Optimal experience: psychological studies of flow in consciousness. Cambridge,UK: Cambridge University Press, 3-14.
27. Csikszentmihalyi, M. (1990). Flow: The psychology of optimal experience. New York: Harper & Row.
28. Csikszentmihalyi, M., & Massimini, F. (1985). On the psychological selection of bio-cultural information. New Ideas in Psychology, 3, 115-138.
29. Cunningham, S. (1967). The major dimensions of perceived risk. Risk taking and information handling in consumer behavior, 82-108.
30. Davis, F.D., Bagozzi, R. P., & Warshaw, P.R. (1989). User acceptance of computer technology: a comparison of two theoretical models. Management Science, 35 (8), 982–1003.
31. DeLone, W., & McLean, E. (1992). Information systems success: The quest for the dependent variable. Information Systems Research, 3(1), 60-95.
32. Deutsch, M., & Gerard, H. B. (1955). A study of normative and informational social influences upon individual judgment. Journal of Abnormal and Social Psychology, 51, 626-636.
33. Eagly, A. H., & Chaiken, S. (1993). The Psychology of Attitude, NY: Harcourt, Brace, Jovonovich.
34. Elek, E., Miller-Day, M., & Hecht, M. L. (2006). Influences of personal, injunctive, and descriptive norms on early adolescent substance use. Journal of Drug Issues, 36(1), 147-172.
35. Farn, C. K. (2009). On the extension of TPB into the realm of unplanned behavior. Unpublished manuscript.
36. Finneran, C. M., & Zhang, P. (2005). Flow in computer-mediated environments: promises and challenges. Communications of the Association for Information Systems, 15, 82-101.
37. Fishbein, M. (2000). The role of theory in HIV prevention. AIDS Care, 12, 273–278.
38. Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
39. Fishbein, M., & Yzer, M. C. (2003). Using theory to design effective health behaviour interventions. Communication Theory, 13, 164–183.
40. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(3), 39-50.
41. Ghani, J. (1995). Flow in human computer interactions: Test of a model. Human factors in information systems: Emerging theoretical bases, 291-311.
42. Godin, G. (1993). The theories of reasoned action and planned behaviour: overview of findings, emerging research problems and usefulness for exercise promotion. Journal of Applied Sport Psychology, 5, 141–157.
43. Godin, G., & Kok, G. (1996). The theory of planned behaviour: a review of its applications to health-related behaviours. American Journal of Health Promotion, 11, 87–97.
44. Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate Data Analysis (5th ed.), Englewood Cliffs, NJ：Prentice-Hall.
45. Hoffman, D., & Novak, T. (1996). Marketing in hypermedia computer-mediated environments: Conceptual foundations. Journal of Marketing, 60(3), 50-68.
46. Hsu, C. L., & Lu, H. P. (2004). Why do people play on-line games? An extended TAM with social influences and flow experience. Information & Management, 41(7), 853–868.
47. Hu, L., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modelling 6 (1), 1-55.
48. Isen, A. (1984). The influence of positive affect on decision making and cognitive organization. Advances in consumer research, 11(1), 534-537.
49. Isen, A., & Levin, P. (1972). Effects of feeling good and helping: Cookies and kindness. Journal of Personality and Social Psychology, 3, 384-388.
50. Jackson, S. A., & Marsh, H. W. (1996). Development and validation of a scale to measure optimal experience: The flow state scale. Journal of Applied Sport Psychology, 18, 17-35.
51. Kettinger, W. J., & Lee, C. C. (1995). Perceived service quality and user satisfaction with the information services function. Decision Sciences, 25(5-6), 737-765.
52. Lai, M. F., & Lee, G. G. (2007). Relationships of organizational culture toward knowledge activities. Business Process Management Journal, 13(2), 306-322.
53. Lu, H. P., & Wang, S. M. (2008). The role of Internet addiction in online game loyalty: an exploratory study. Internet Research, 18(5), 499-519.
54. Lu, Y., Zhou, T., & Wang, B. (2009). Exploring Chinese users’ acceptance of instant messaging using the theory of planned behavior, the technology acceptance model, and the flow theory. Computers in Human Behavior, 25 (1), 29–39.
55. Manstead, A. (2000). The role of moral norm in the attitude-behavior relation. Attitudes, behavior, and social context: The role of norms and group membership, 11-30.
56. Massimini, F., & Carli, M. (1988). The systematic assessment of flow in daily experience. Optimal experience: Psychological studies of flow in consciousness, 288-306.
57. Mathieson, K., Peacock, E., & Chin, W. W. (2001). Extending the technology acceptance model: The influence of perceived user resources. Database for Advances in Information Systems, 32(3), 86-112.
58. Minton, A. P., & Rose, R. L. (1997). The effects of environmental concern on environmentally friendly consumer behavior: An exploratory study. Journal of Business Research, 40, 37–48.
59. Novak, T., & Hoffman, D. (1997). Measuring the flow experience among web users. Interval Research Corporation, 31.
60. Parker, D., Manstead, A. S. R., & Stradling, S. G. (1995). Extending the theory of planned behaviour: The role of personal norm. British Journal of Social Psychology, 34, 127–137.
61. Rivis, A., & Shreeran, P. (2003). Descriptive norms as an additional predictor in the theory of planned behaviour: A meta- analysis. Current Psychology: Developmental, Learning, Personality, Social, 22(3), 218-233.
62. Schwartz, S. (1977). Normative influences on altruism. Advances in Experimental Social Psychology, 10, 221-279.
63. Sharma, S., Durand, R., & Gur-Arie, O. (1981). Identification and analysis of moderator variables. Journal of Marketing Research, 18(3), 291-300.
64. Sheeran, P., & Orbell, S. (1999). Augmenting the theory of planned behavior: Roles for anticipated regret and descriptive norms. Journal of Applied Psychology, 29, 2107–2142.
65. Skadberg, Y. X., & Kimmel, J. R. (2004). Visitors'' flow experience while browsing a web site: Its measurement, contributing factors and consequences. Computers in Human Behavior, 20(3), 403-422.
66. Tajfel, H., & Turner, J. (1979). An integrative theory of intergroup conflict. Organizational identity: A reader, 138-182.
67. Taylor, S., & Todd, P. (1995). Decomposition and crossover effects in the theory of planned behavior: A study of consumer adoption intentions. International Journal of Research in Marketing, 12, 137-155.
68. Taylor, S., & Todd, P. A. (1995a). Decomposition and cross effects in the theory of planned behavior: A study of consumer adoption intentions. International Journal of Research in Marketing, 12, 137-155.
69. Taylor, S., & Todd, P. A. (1995b). Understanding information technology usage: A test of competing models. Information Systems Research, 6(2), 144-177.
70. Terry, D. J., & Hogg, M. A. (1996). Group norms and the attitude–behavior relationship: A role for group identification. Personality and Social Psychology Bulletin, 8, 776–793.
71. Terry, D. J., Hogg, M. A., & White, K. M. (1999). The theory of planned behaviour: Self-identity, social identity and group norms. British Journal of Social Psychology, 28, 225–244.
72. Trafimow, D., & Finlay, K. A. (1996). The importance of subjective norms for a minority of people: Between-subjects and within-subjects analyses. Personality and Social Psychology Bulletin, 22(8), 820–828.
73. Trafimow, D., & Finlay, K. A. (2001). The relationship between normatively versus attitudinally controlled people and normatively versus attitudinally controlled behavior. Social Science Journal, 38, 203–217.
74. Trafimow, D., & Fishbein, M. (1994a). The importance of risk in determining the extent to which attitudes affect intentions to wear seat belts. Journal of Applied Social Psychology, 24(1), 1–11.
75. Trafimow, D., & Fishbein, M. (1994b). The moderating effect of behavior type on the subjective norm–behaviour relationship. Journal of Social Psychology, 134(6), 755–763.
76. Turner, J. C. (1991). Social influence. Milton Keynes: Open University Press.
77. Voiskounsky, A. E., Mitina, O. V., & Avetisova, A. A. (2004). Playing online games: flow experience. Psychology Journal, 2(3), 259-281.
78. Webster, J., Trevino, L. K., & Ryan, L. (1993). The dimensionality and correlates of flow in human computer interactions. Computers in Human Behavior, 9(4), 411-426.
79. White, K., Smith, J., Terry, D., Greenslade, J., & McKimmie, B. (2009). Social influence in the theory of planned behaviour: The role of descriptive, injunctive, and in-group norms. British Journal of Social Psychology, 48(1), 135-158.
80. Wu, J., & Liu, D. (2007). The effects of trust and enjoyment on intention to play online games. Journal of Electronic Commerce Research, 8(2), 128-140.