Please use this identifier to cite or link to this item:
https://ah.lib.nccu.edu.tw/handle/140.119/137739| DC Field | Value | Language |
|---|---|---|
| dc.contributor.advisor | 張卿卿 | zh_TW |
| dc.contributor.advisor | Chang, Ching-Ching | en_US |
| dc.contributor.author | 朱怡亭 | zh_TW |
| dc.contributor.author | Chu, Yi-Ting | en_US |
| dc.creator | 朱怡亭 | zh_TW |
| dc.creator | Chu, Yi-Ting | en_US |
| dc.date | 2021 | en_US |
| dc.date.accessioned | 2021-11-01T04:22:38Z | - |
| dc.date.available | 2021-11-01T04:22:38Z | - |
| dc.date.issued | 2021-11-01T04:22:38Z | - |
| dc.identifier | G0107464014 | en_US |
| dc.identifier.uri | http://nccur.lib.nccu.edu.tw/handle/140.119/137739 | - |
| dc.description | 碩士 | zh_TW |
| dc.description | 國立政治大學 | zh_TW |
| dc.description | 傳播學院傳播碩士學位學程 | zh_TW |
| dc.description | 107464014 | zh_TW |
| dc.description.abstract | 近年來，冒險遊憩逐漸成為國人休閒娛樂的考量之一，然而過往少有研究將主題延伸至冒險遊憩的推廣，因此本研究著重於探討冒險遊憩推廣內容對於消費者的影響，以「冒險遊憩網站中呈現的刺激或悠閒內容」做為自變項，試圖影響「消費者的風險認知」、「遊憩態度」及「行為意圖」，並探討「刺激尋求」在這當中的調節作用。\n本研究採2（冒險遊憩網站活動項目：泛舟/獨木舟）x2（冒險遊憩網站呈現內容：刺激/悠閒）之雙因子研究設計，將所有受試者隨機分派至四種情境中，並以18-24歲的年輕族群作為研究對象，一共蒐集了379份有效樣本。研究結果發現，當冒險遊憩網站呈現的內容越刺激，消費者的風險認知會越高，進而導致遊憩態度降低，行為意圖也跟著降低，顯示年輕族群並不偏好高風險活動。總結來說，年輕族群在選擇冒險活動時仍然是以安全為主要的考量，冒險遊憩網站若是想吸引多數人的參與意願，應採悠閒的策略較佳。 | zh_TW |
| dc.description.abstract | “Adventure Recreation” has gradually developed into one of the most popular domestic leisure activities in recent years. However, research about “Adventure Recreation” hasn`t grown with the trend yet in the academic circle. The purpose of this study is to illuminate how different ways of promotion of “Adventure Recreation” influence consumers’ perception and motivation. The independent variable in this study is “sensational or recreational elements that an Adventure Recreation Website offers to its customers.” This independent variable is applied to see how it interacts with “Customers’ Risk Perception,” “Recreation Attitude,” and “Behavior Intention” with “Sensation Seeking” as the moderation effect.This research conducted an experiment by 2(Adventure Recreation activities: rafting vs. canoeing) x2 (Adventure Recreation website presents to its customers: sensation vs. recreation) between-subjects design. Questionnaires were distributed to people ranging between the ages of 18 to 24 and 379 of them were valid. All the participants of the research were randomly divided into four scenarios. The finding of the research indicated that a higher “Risk Perception” is confirmed when an Adventure Recreation website presents more sensational elements. The result also leads to a lower “Recreation Attitude” and “Behavior Intention.” In the other words, the research found that high-risk activities are not favored by the young generation. All in all, when it comes to different types of Adventure Recreation activities, safety remains the major factor for the young generation. Therefore, when an Adventure Recreation Website wants to attract more customers, it is advisable to build out a recreation marketing strategy which provides their target audience with more relaxing and recreational programs or events. | en_US |
| dc.description.tableofcontents | 目 次\n第一章、緒論 1\n第一節、研究背景與動機 1\n第二節、研究目的 4\n第二章、文獻探討 5\n第一節、戶外遊憩與冒險遊憩 5\n第二節、冒險遊憩的推廣 7\n第三節、消費者的風險認知 9\n第四節、刺激尋求 11\n第五節、促發效應 13\n第六節、遊憩態度 15\n第七節、自我一致性效應 16\n第八節、行為意圖 17\n第三章、研究方法 18\n第一節、研究架構與研究假設 18\n第二節、研究方法與實驗設計 20\n第三節、正式實驗刺激物選擇與設計 23\n第四節、前測 26\n第五節、變項定義與測量 34\n第六節、控制變項定義與測量 38\n第四章、研究結果 41\n第一節、基本資料分析 41\n第二節、效度檢測 46\n第三節、信度檢測 48\n第四節、操弄檢定 49\n第五節、假設檢定 52\n第五章、結論 60\n第一節、發現與討論 60\n第二節、學術與實務貢獻 63\n第三節、研究限制與未來建議 65\n第六章、參考文獻 67\n附錄一、冒險遊憩網站正式實驗素材表（泛舟活動） 75\n附錄二、冒險遊憩網站正式實驗素材表（獨木舟活動） 77\n附錄三、前測問卷 79\n附錄四、正式實驗問卷 98 | zh_TW |
| dc.format.extent | 5341640 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.source.uri | http://thesis.lib.nccu.edu.tw/record/#G0107464014 | en_US |
| dc.subject | 冒險遊憩 | zh_TW |
| dc.subject | 冒險遊憩推廣行為 | zh_TW |
| dc.subject | 風險認知 | zh_TW |
| dc.subject | 刺激尋求 | zh_TW |
| dc.subject | 遊憩態度 | zh_TW |
| dc.subject | 行為意圖 | zh_TW |
| dc.subject | Adventure Recreation | en_US |
| dc.subject | Adventure Recreation promotion | en_US |
| dc.subject | Risk Perception | en_US |
| dc.subject | Sensation Seeking | en_US |
| dc.subject | Recreation Attitude | en_US |
| dc.subject | Behavior Intention | en_US |
| dc.title | 刺激還是悠閒？從冒險遊憩網站呈現內容看消費者的風險認知、刺激尋求對遊憩態度及行為意圖的影響 | zh_TW |
| dc.title | Seeking Excitement or Leisure? Recreation Attitudes and Behavioral Intention under the Influence of Consumers’ Sensation-seeking and Risk Perception from Contents of the Adventure Recreation Website | en_US |
| dc.type | thesis | en_US |
| dc.relation.reference | 中文部分\n王盛雄(2010)。臺灣激流獨木舟運動參與動機與發展之研究。亞洲大學休閒與遊憩管理學系碩士在職專班學位論文。1-109。\n交通部觀光局(1997)。臺灣潛在生態觀光及冒險旅遊產品研究與調查。臺北：中華民國戶外遊憩學會。\n交通部觀光局(2018)。觀光政策白皮書。取自https://admin.taiwan.net.tw/upload/contentFile/auser/b/wpage/chp64/64_2.htm\n交通部觀光局(2019)。水域遊憩活動管理辦法。取自：https://admin.taiwan.net.tw/FileUploadListC003210.aspx?Cond=950015e2-2f1b-4668-bd5d-2c6b718170b4&appname=FileUploadCategory3213\n交通部觀光局(2019)。國人旅遊狀況調查。取自：https://admin.taiwan.net.tw/FileUploadCategoryListC003340.aspx?Ca tegoryID=7b8dffa9-3b9c-4b18-bf05-0ab402789d59\n吳明蒼(2008)。大學生休閒態度、休閒動機、休閒滿意與休閒行為因果關係模式之研究。國立臺南大學[教育研究學報]。42(2)，83-100。\n李委珈(2009)。臺灣輕艇運動歷史與發展之研究。長榮運動休閒學刊。(3)，118-124。\n李柏宏(2008)。大型重型機車遊憩活動參與者知覺風險與知覺勝任關係之研究。靜宜大學觀光事業學系研究所碩士論文，台中市。 取自https://hdl.handle.net/11296/w3pmy3\n林建勳(2014)。風浪板活動參與者刺激尋求、知覺風險、知覺勝任與持續涉入關係之研究。國立台中教育大學永續觀光暨遊憩管理碩士學位學程碩士論文。\n林源明、顏榮宏、許弘毅(2004)。自我效能與排球高手傳球表現之關係研究。雲科大體育。(7)，101-112。\n張孝銘、林芫任、李城忠(2009)。登山冒險遊憩持續涉入模式之研究。運動休閒管理學報。6(1)，133-151。\n張治文(2007)。冒險性休閒活動參與動機及休閒效益之研究──以六龜鄉荖濃溪泛舟為例。\n張寶琴、黃恆祥(2012)。大專學生參與水域運動現況與阻礙因素之研究—以崇右技術學院為例。台灣水域運動學報。(3)，1-16.\n莊麗君、許義忠(2004)。秀姑巒溪泛舟遊客動機與滿意度之研究。觀光研究學報。10(1)，79-96。\n許龍池、鄭峰茂（2014）。冒險性遊憩行為模式之研究-以溯溪俱樂部為例。休閒研究。5(3)，48-63。\n陳淑娟(2015)。自行車休閒活動行為意向之研究-以高雄市西臨港線自行車道為例。運動休閒管理學報。12(4)，35-54。\n劉毓妮、林晏州(1993)。遊客對激流泛舟環境屬性之偏好。戶外遊憩研究。6(3)，53-75。\n歐山銘(2011)。人格特質、風險知覺與因應行為之關聯分析──以台灣豬流感為例。臺北大學合作經濟學系學位論文。1-45。\n蔡俊傑(2011)。青少年健身運動自我效能量表之編製。大專體育學刊。13(3)，277-288。\n蕭瑞國、廖焜福、林素戎、張淑貞(2006)。自我效能對攀岩表現與內在動機之影響。北體學報。(14)。\n顏秀玲(2005)。廣告展露的促發效果對決策行為之研究。淡江大學企業管理學系碩士班學位論文。\n蘇蘅(2019)。傳播研究方法新論。臺北市：雙葉書廊有限公司。\n\n\n英文部分\nAjzen, I. (1991). The theory of planned behavior.Organizational behavior and human decision processes, 50(2), 179-211.\nAjzen, I. (2002). Constructing a TPB questionnaire: Conceptual and methodological considerations.\nArnould, E. J., & Price, L. L. (1993). River magic: Extraordinary experience and the extended service encounter. Journal of consumer Research, 20(1), 24-45.\nBandura, A. (1998). Personal and collective efficacy in human adaptation and change.Advances in psychological science,1(1), 51-71.\nBarnett, J., & Breakwell, G. M. (2001). Risk perception and experience: Hazard personality profiles and individual differences. Risk Analysis, 21(1), 171-178.\nBrown, T. J. (1998). Risk management: Research needs and status report. Journal of Experiential Education, 21(2), 71-85.\nChang, C. (2001). The impacts of personality differences on product evaluations. ACR North American Advances.\nDarst, P. W., & Armstrong, G. P. (1980). Outdoor adventure activities for school and recreation programs: Burgess Publishing Company.\nDemirhan, G. (2005). Mountaineers` risk perception in outdoor-adventure sports: A study of sex and sports experience. Perceptual and motor skills, 100(3_suppl), 1155-1160.\nDonohew, L., Zimmerman, R., Cupp, P. S., Novak, S., Colon, S., & Abell, R. (2000). Sensation seeking, impulsive decision-making, and risky sex: Implications for risk-taking and design of interventions. Personality and individual differences, 28(6), 1079-1091.\nDuerden, M. D., Widmer, M. A., Taniguchi, S. T., & McCoy, J. K. (2009). Adventures in identity development: The impact of adventure recreation on adolescent identity development. Identity, 9(4), 341-359.\nEngel, J. F., Blackwell, R. D. & Miniard, P. W. (1995). Consumer Behavior. New York, NY: Dryden Press.\nEwert, A. W., & Hollenhorst, S. J. (1997). Adventure recreation and its implications for wilderness. International Journal of wilderness, 3(2), 21-26.\nEwert, A., & Hollenhorst, S. (1989). Testing the adventure model: Empirical support for a model of risk recreation participation. Journal of leisure research, 21(2), 124-139.\nEwert, A., Gilbertson, K., Luo, Y. C., & Voight, A. (2013). Beyond "Because It`s There" Motivations for Pursuing Adventure Recreational Activities. Journal of Leisure Research, 45(1), 91-111.\nFishbein, M., & Ajzen, I. (1972). Attitudes and opinions. Annual review of psychology.\nFlynn, J., Slovic, P., & Mertz, C. K. (1994). Gender, race, and perception of environmental health risks. Risk analysis, 14(6), 1101-1108.\nFreixanet, M. G. (1991). Personality profile of subjects engaged in high physical risk sports. Personality and individual differences, 12(10), 1087-1093.\nGrant, B. C., Thompson, S. M., & Boyes, M. (1996). Risk and Responsibility: In Outdoor Recreation. Journal of Physical Education, Recreation & Dance, 67(7), 34-35.\nGustafsod, P. E. (1998). Gender Differences in risk perception: Theoretical and methodological erspectives. Risk analysis, 18(6), 805-811.\nGuszkowska, M., & Bołdak, A. (2010). Sensation seeking in males involved in recreational high risk sports. Biology of Sport, 27(3).\nHarris, J. L., Bargh, J. A., & Brownell, K. D. (2009). Priming effects of television food advertising on eating behavior. Health psychology, 28(4), 404.\nHayes, A. F. (2017). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. Guilford publications.\nHillis, K., Petit, M., & Jarrett, K. (2012). Google and the Culture of Search. Routledge.\nHong, J. W., & Zinkhan, G. M. (1995). Self‐concept and advertising effectiveness: The influence of congruency, conspicuousness, and response mode. Psychology & Marketing, 12(1), 53-77.\nHosany, S., & Martin, D. (2012). Self-image congruence in consumer behavior. Journal of Business Research, 65(5), 685-691.\nHoyle, R. H., Stephenson, M. T., Palmgreen, P., Lorch, E. P., & Donohew, R. L. (2002). Reliability and validity of a brief measure of sensation seeking. Personality and individual differences, 32(3), 401-414.\nHsieh, T. C. (2007). Recreational motivation, sensation seeking, and recreational involvement of Taiwan`s adventure recreation participants (Doctoral dissertation, University of the Incarnate Word).\nJacoby, J., & Kaplan, L. B. (1972). The components of perceived risk. ACR Special Volumes.\nJenkins, J. M., & Pigram, J. J. (2006). Outdoor recreation. In A Handbook of leisure studies (pp. 363-385): Springer.\nJensen, C. R., & Guthrie, S. (2006). Outdoor recreation in America: Human Kinetics.\nKahneman, D., Slovic, S. P., Slovic, P., & Tversky, A. (Eds.). (1982). Judgment under uncertainty: Heuristics and biases. Cambridge university press.\nKerr, J. H., & Vlaminkx, J. (1997). Gender differences in the experience of risk. Personality and Individual Differences, 22(2), 293-295.\nKontos, A. P. (2004). Perceived risk, risk taking, estimation of ability and injury among adolescent sport participants. Journal of pediatric psychology, 29(6), 447-455.\nKrosnick, J. A., & Kinder, D. R. (1990). Altering the foundations of support for the president through priming. The American political science review, 497-512\nLee, T. H., & Tseng, C. H. (2015). How personality and risk-taking attitude affect the behavior of adventure recreationists. Tourism Geographies, 17(3), 307-331. doi:10.1080/14616688.2014.1000955\nLin, H. F. (2007). Predicting consumer intentions to shop online: An empirical test of competing theories. Electronic Commerce Research and Applications, 6(4), 433-442.\nLittle, D. E. (2002). How do women construct adventure recreation in their lives? Why we need to re-engage with the essence of adventure experience. Journal of Adventure Education & Outdoor Learning, 2(1), 55-69.\nLynch, P., & Dibben, M. (2016). Exploring motivations for adventure recreation events: a New Zealand study. Annals of Leisure Research, 19(1), 80-97..\nMahjoub, H., Kordnaeij, A., & Moayad, F. M. (2015). The effect of self-congruency on customer behavior and involvement. International Journal of Marketing Studies, 7(3), 139.\nMalkin, M. J., & Rabinowitz, E. (1998). Sensation seeking and high-risk recreation. Parks & Recreation, 33(7), 34-39.\nManfredo, M. J., Yuan, S. M., & McGuire, F. A. (1992). The influence of attitude accessibility on attitude-behavior relationships: Implications for recreation research. Journal of Leisure Research, 24(2), 157-170.\nMorgan, C., & Stevens, C. A. (2008). Changes in perceptions of risk and competence among beginning scuba divers. Journal of Risk Research, 11(8), 951-966.\nOgle, J. P., Hyllegard, K. H., & Dunbar, B. H. (2004). Predicting patronage behaviors in a sustainable retail environment: adding retail characteristics and consumer lifestyle orientation to the belief-attitude-behavior intention model. Environment and behavior, 36(5), 717-741.\nPetty, R. E., Wegener, D. T., & Fabrigar, L. R. (1997). Attitudes and attitude change. Annual review of psychology, 48(1), 609-647.\nPriest, S., & Baillie, R. (1987). Justifying the risk to others: The real razor`s edge. Journal of Experiential Education, 10(1), 16-22.\nRoberti, J. W. (2004). A review of behavioral and biological correlates of sensation seeking. Journal of research in personality, 38(3), 256-279.\nRohrmann, B., & Renn, O. (2000). Risk perception research. In Cross-cultural risk perception (pp. 11-53): Springer.\nRowland, G. L., Franken, R. E., & Harrison, K. (1986). Sensation seeking and participation in sporting activities. Journal of Sport and Exercise Psychology, 8(3), 212-220.\nSchacter, D. L. (1992). Priming and multiple memory systems: Perceptual mechanisms of implicit memory. Journal of cognitive neuroscience, 4(3), 244-256.\nSchuett, M. A. (1993). Refining measures of adventure recreation involvement. Leisure Sciences, 15(3), 205-216.\nSchwarzer, R. & Aristi B. (1997). Optimistic self-beliefs: Assessment of general perceived self-efficacy in Thirteen cultures. Word Psychology, 3(1-2), 177-190.\nStone, R. N., & Grønhaug, K. (1993). Perceived risk: Further considerations for the marketing discipline. European Journal of marketing, 27(3), 39-50.\nTsaur, S. H., Lin, W. R., & Cheng, T. M. (2015). Toward a structural model of challenge experience in adventure recreation. Journal of Leisure Research, 47(3), 322-336.\nTulving, E., & Schacter, D. L. (1990). Priming and human memorysystems. Science, 247(4940), 301-306.\nWahlberg, A. A., & Sjoberg, L. (2000). Risk perception and the media. Journal of risk research, 3(1), 31-50.\nWiggs, C. L., & Martin, A. (1998). Properties and mechanisms of perceptual priming. Current opinion in neurobiology, 8(2), 227-233.\nWildavsky, A., & Dake, K. (1990). Theories of risk perception: Who fears what and why?. Daedalus, 41-60.\nYi, Y. (1990). The effects of contextual priming in print advertisements. Journal of Consumer Research, 17(2), 215-222.\nZuckerman, M(1979). Sensation seeking: beyond the optimal level of arousal.\nZuckerman, M. (1983). Sensation seeking and sports. Personality and individual differences.\nZuckerman, M. (1990). The psychophysiology of sensation seeking. Journal of personality, 58(1), 313-345.\nZuckerman, M., & Kuhlman, D. M. (2000). Personality and risk‐taking: common bisocial factors. Journal of personality, 68(6), 999-1029.\nZuckerman, M., Bone, R. N., Neary, R., Mangelsdorff, D., & Brustman, B. (1972). What is the sensation seeker? Personality trait and experience correlates of the Sensation-Seeking Scales. Journal of consulting and clinical psychology, 39(2), 308.\nZuckerman, M., Buchsbaum, M. S., & Murphy, D. L. (1980). Sensation seeking and its biological correlates. Psychological Bulletin, 88(1), 187.\nZuckerman, M., Eysenck, S. B., & Eysenck, H. J. (1978). Sensation seeking in England and America: cross-cultural, age, and sex comparisons. Journal of consulting and clinical psychology, 46(1), 139.\nZuckerman, M., Kolin, E. A., Price, L., & Zoob, I. (1964). Development of a sensation-seeking scale. Journal of consulting psychology, 28(6), 477. | zh_TW |
| dc.identifier.doi | 10.6814/NCCU202101614 | en_US |
| item.fulltext | With Fulltext | - |
| item.cerifentitytype | Publications | - |
| item.openairetype | thesis | - |
| item.grantfulltext | embargo_20241003 | - |
| item.openairecristype | http://purl.org/coar/resource_type/c_46ec | - |
| Appears in Collections: | 學位論文 | |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 401401.pdf | 5.22 MB | Adobe PDF2 | View/Open |
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.