APPLICATION OF THE EXTENDED THEORY OF PLANNED BEHAVIOR TO INTENTION TO TRAVEL TO JAPAN AMONG TAIWANESE YOUTH: INVESTIGATING THE MODERATING EFFECT OF PAST VISIT EXPERIENCE

This study examines the extended Theory of Planned Behavior in the context of young Taiwanese' travel intentions to Japan. Analyses indicate that perceived risks negatively impact attitudes, while attitudes, subjective norms, and perceived behavioral control positively impact behavioral intentions. Contrary to the hypothesized direct effect, attitudes fully mediate the perceived risks and behavioral intentions relationship. A novel contribution of this study is the examination of the moderating effect of past visit experience, revealing significant moderation of the paths from attitudes to behavioral intentions, and from perceived behavioral control to behavioral intentions, with stronger effects for experienced visitors over novices.