園藝活動參與者態度與行為關係之探討－以涉入為中介之效果

Abstract

在都市環境中，園藝活動是種與自然親近的優質休閒活動，並且與環境、社區和健康議題息息相關，並且如何利用植物來改善我們的環境並且提高生活品質，已經成為人類重要的議題。如果要進一步推廣園藝活動，除了瞭解園藝活動參與者的態度，瞭解園藝活動參與者的參與行為有其必要性。然而過去園藝活動參與行為的研究大多探討在園藝技術改進或者是參與過後帶來的效益，並沒有針對園藝活動參與行為的內容做仔細的探討。過去研究指出態度及涉入程度會正向影響參與行為，並且態度可能透過涉入程度之後才影響參與行為。然而過去針對園藝活動參與者的態度、涉入及參與行為皆為零星的探討，並沒有針對整體的概念進行完整說明。因此本研究主要目的為探討園藝活動的涉入狀況在參與者的態度與參與行為之間扮演何種角色。 研究工具包含園藝活動參與者的個人特性、參與行為、態度及涉入部份，園藝活動參與行為分別為參與頻率、活動花費及擁有的資材數量；園藝活動參與者的態度選用園藝活動態度量表，包含促進正面情緒、改善環境、休閒信念、改善社交關係及遠離五個構面；參與者涉入部份採用休閒涉入量表（Modified Involvement Scale，MIS），包含吸引性、中心性、社交鏈結、認同肯定及認同表達五個構面。研究地點的選取最有可能抽樣到園藝活動參與者的臺北假日建國花市進行問卷發放，採用系統抽樣，最後回收有效問卷387份。資料分析採用結構方程式，以未加權最小平方法的參數估計法進行分析。 研究結果顯示，園藝活動參與者的態度越正面時，其參與頻率、活動花費及擁有的資材數量越多；當園藝活動參與者的涉入部份做為中介變項加入後，園藝活動參與者的態度會正向影響涉入程度，並且涉入程度會正向影響參與頻率、活動花費及擁有的資材數量，而園藝活動參與者的態度與三項參與行為的直接關係呈現不顯著，顯示園藝活動參與者的涉入部份扮演完全中介的角色。顯示在園藝活動上，參與者態度必須透過涉入之後，才會影響園藝活動參與行為，當參與者態度與涉入較高時，其參與者的參與頻率、活動花費及擁有的資材數量也越多。 由結果可知在未來的園藝活動推廣中，宣導園藝活動的正面態度是相當重要的，並會影響後續的參與行為；並且在園藝活動涉入過程中，還要幫助園藝活動參與者建立喜歡與滿足的感覺，產生對園藝活動的自我認同和表達的感覺，如此才能正面提升園藝活動參與者的參與行為。

How we use plants to modify our environment and enhance the quality of life is becoming increasing large elements of human issues in horticulture. To futher promote horticultural activity, we first need to ascertain participants’ behavior towards this activity. However, to date, most studies fouced on benefits from participants’ behavior towards horticultural activity. Few studies explored carefully the contents of participants’ behavior. From the view of social psychology, the participants’ behavior was affected by the participants’ attitude that was not enough to explain. Involvement was also an important factor affecting participants’ behavior. Participants’ attitude may affect participants’ behavior through involvement. Therefore, the main purpose of this research was to explore the role of involvement between participants’ attitude and behavior. In this study, the items of participants’ behavior were developed from literature review and the results of pre-test: frequency, materials, and cost. The attitude scale toward horticultural activiry and Modified Involvement Scale were selected. The two scales have well reliability and validity. Data were collected at Chien-Kuo Flower Market in Taipei City of Taiwan. Systematic sampling was used. A total of 387 valid questionnaires were collected. Structural Equation Models was used to analyze. The unweighted least squares were selected from parameter estimation. The results showed that participants’ attitude affected behavior toward horticultural activity. Participants’ attitude also affected the level of involvement, and the level of involvement affected behavior toward horticultural activity. The results also showed that involvement as a complete mediation between participants’ attitude and behavior toward horticultural activity. Participants’ attitude must be affect participants’ behavior through involvement. Each dimensions of involvement and participants’ attitude positively influenced each items of participants’ behavior toward horticultural activity. It can be seen that to future promote horticultural activity, we must promote positive attitude towards horticultural activitiy for participants, because positive attitude will promote behavior toward horticultural activity. We also help them involved in the activities, and obtain satisfaction, self-expression, and self-identity.