本研究探討參與賞鳥活動之賞鳥動機與休閒導向之因果關係。本研究採現地調查法，以線性結構關係模式AMOS 20.0版進行實證分析。正式問卷回收共計355份，刪除無效問卷後，實得有效問卷308份，有效問卷率為86.8%。研究結果顯示：就總體而言，賞鳥動機對認真休閒導向與隨性休閒導向皆有正向顯著影響，但以賞鳥動機與認真休閒導向之關係較為強烈，故可說明賞鳥動機越高者，較容易產生認真休閒導向。雖然賞鳥動機越強者，亦會同時提升隨性休閒導向，但研究結果顯示較少於提升認真休閒導向之程度。本研究提供研究意涵與建議，以利未來模式之建立與研究方向。
The purpose of this study is to explored the relationship between bird watching motivation and leisure orientation in bird watching activities. The data collection was conducted locally by sample survey methodology and compiled results were statistically analyzed based on structural equation modeling by AMOS software. Total 355 surveys were received and 305 valid samples were used for this study (86.7% questionnaire validity rate). The result indicates that motivation of bird watching has a positive and significant impact on both serious leisure orientation and casual leisure orientation. In addition, the relationship between bird watching motivation and serious leisure orientation is stronger, so the higher the motivation of bird watching, the easier it is to produce serious leisure orientation. Although the stronger the motivation of bird watching, the more leisure-oriented the birds will be, the results show that the degree of leisure-oriented is less than that of serious leisure-oriented. Results and conclusions obtained from this study can be used in establishing research models for future study.
