Your Place Reveals Your Character—Exploring the Relationship Between Personality and Place Bonding

• Main Authors: Pei-Ju Wu, 吳珮竹
• Other Authors: Chia-Kuen Cheng
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/68865828261185225326

碩士 === 國立臺灣大學 === 園藝學研究所 === 99 === Place bonding is a special affective connection resulting from the interaction with environment. It brings people the feelings of joy, identity and dependent to an environment, and has become an important indicator of environment concern and revisiting behavior. Therefore, many existing research have tried to understand the factors influencing the affective connection between people and environment. These factors include environment attributes, society, history, and customs, etc. While most of these factors are external or inter-personal, not many studies have paid attention on the intra-personal factors, especially one’s personality characters. In the environmental related studies, personality character has been used to predict people’s preference for different types of landscape. Besides, personality character has been shown to be an effective tool for predicting customers’ purchasing behaviors and brand loyalty in the marketing and customer behavior literatures. Many studies have indicated that different types of personality character can be an important factor for brand loyalty. Furthermore, literatures in outdoor recreation have indicated that the place bonding can be identified as a kind of affective loyalty. Therefore, it is reasonable to hypothesize that certain kinds of personality character may be more likely to form bonding to a place. The study was processed with two stage. The first stage was conducted on two suburban trails with many daily users. Trail users’ personality character, place bonding and the personal background data were collected with an onsite survey. Results showed that personality character has some effects on place bonding. Furthermore, certain types of personality character will have special effects on different dimension of place bonding. The second stage was take a lake in the National Taiwan University as the research site. And the survey was conducted online, students’ data which is the same as the first stage were collected. Results showed that four dimensions of personality were found to be significant related to two dimensions of place bonding. The current results will help to construct a fit environment of people by adjusting the concept and direction according to the users’ personality characters on environment planning in the future. However, the current results are different from the loyalty related research, further discussion is needed.