An exploratory study of applying planned behavior theory to adventure recreationists’ behavior intentions for mountain climbing activity

• Main Authors: Chen-Wei Hsu, 許辰維
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/en332a

碩士 === 靜宜大學 === 觀光事業學系研究所 === 92 === In order to understand the participant’s behavior intention of adventure recreation, the study employed the theory of planned behavior (TPB) to establish a behavior intention model of adventure recreation and furthermore to explore the interrelationships among individual’s attitude, subjective norm, perceived control, and behavior intention. The variables under investigation including: (1) attitude, which is composed of cognitive, affective, and behavior; (2) subjective norm, which is composed of primary group and secondary group; (3) perceived behavioral control, which is composed of self-efficacy and facilitating condition; and (4) attitude, subject norm, and perceived behavioral control will affect behavior intention. A total of four hundred and five mountaineers were clustered into high and non-high skill levels, and then, data were analyzed by using descriptive statistics and linear structural relationships (LISREL) in order to compare different cluster’s models of behavior intention toward adventure recreation. The study results are shown as follows: 1.Participant’s attitude was positively explained by cognitive, affective, and behavior of adventure recreation, but there were significantly differences between different skill levels’ cognitive, affective, and behavior of adventure recreation corresponding with attitude. 2.Participant’s subjective norm was positively explained by primary group and secondary group of adventure recreation, but there were significantly differences between different skill levels’ primary group and secondary group of adventure recreation corresponding with subjective norm. 3.Participant’s perceived behavioral control was positively explained by self-efficacy and facilitating condition of adventure recreation, but there were significant differences between different skill levels’ self-efficacy and facilitating condition weight corresponding with perceived behavioral control. 4.With respect to the participants with high skill level, attitude and subject norm positively affected behavior intention, and attitude was the main factor affecting participants’ behavior intention. However, for the participants with non-high skill level, attitude was the only factor that positively affected behavior intention.