影響台灣人加入假日農夫意願之關鍵因素：專注人格特質、個人價值觀及態度之探討

文化大學機構典藏 CCUR > 商學院 > 企業管理學系暨國際企業管理研究所 > 博碩士論文 > Item 987654321/37956

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題名:	影響台灣人加入假日農夫意願之關鍵因素：專注人格特質、個人價值觀及態度之探討 Identifying Key Factors Affecting Taiwanese Willing to Join Holiday Farmer: Focusing on Personality, Personal Values, and Attitudes
作者:	潘彥蓉
貢獻者:	國際企業管理學系
關鍵詞:	假日農夫人格特質個人價值觀正念態度行為意圖 holiday farmer personality personal value mindfulness utilitarian attitude hedonic attitude behavior
日期:	2017
上傳時間:	2017-08-29 14:02:08 (UTC+8)
摘要:	近年來，食安問題的爆發，促使我國國人健康意識抬頭，因此，「假日農夫」這項休閒農業活動形成一種流行。縱使假日農夫形成趨勢，政府亦推動相關計畫減少休耕地，但推廣活動上並不積極，且沒有特定對象，此現象可能造成有興趣的參與者錯過機會，影響推廣效益。因此，本研究目的為探究人格特質(神經質性格與開放性格)、個人價值觀(內在價值、外在價值與有趣/興奮價值)、正念、態度(功利態度與享樂態度)及加入假日農夫意願之間之影響。關於研究方法，本研究為採用問卷調查法，研究對象為台灣從事非農業之國民進行調查，並採便利抽樣方式蒐集調查問卷。研究結果發現，人格特質中僅有開放性格對正念有顯著影響。此外，享樂態度於其中扮演完全中介角色，亦即內在價值與有趣/興奮價值皆須透過享樂態度才能影響加入假日農夫意願，然而，外在價值卻無須透過態度，直接顯著地影響加入假日農夫意願。最後，依據這些研究發現，本研究的管理意涵與未來研究方向亦被呈現於本論文中。 In recent years, we pay more attention on health awareness as the rise in the problems of food safety. Thus, “holiday farmer” has become a popular agricultural activities. Even if the holiday farmer has become a trend and the government has also launched the relevant programs to reduce the fallow ground, they are not aggressive on promotion activities and have no particular targets. This may cause interested participants to miss the opportunity and to influence the benefits of promotion. Therefore, the purposes of this study are to explore the impacts among personality (neuroticism and openness), personal value (internal values, external value, and fun/excitement value), mindfulness, attitude (utilitarian attitude and hedonic attitude), and willing to join the holiday farmer. The research method of this study is to use the survey questionnaires. The respondents with non-agricultural occupation are the subjects of this study. Descriptive statistics and reliability analysis are conducted via SPSS and confirmatory factor analysis and structural equation model are conducted via AMOS, with 300 valid questionnaires returned. The results of this study show that openness in personality will significantly and positively affect mindfulness. In addition, the hedonic attitude plays a fully mediating role, that is, internal value and fun/excitement value affect the willing to join the holiday farmer through the hedonic attitude. However, results confirm that the external value directly and significantly affects the willing to join the holiday farmer. Finally, based on the findings, managerial implications are discussed and directions for future research are also highlighted in this paper.
顯示於類別:	[企業管理學系暨國際企業管理研究所] 博碩士論文

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