A Study of Behavioral Intention toward Participation in Arts and Cultural Activities using Theory of Planned Behavior: The Case of Students of a High School in Yunlin County

• Main Authors: Li-Chin Huang, 黃麗津
• Other Authors: Yu-Kai Huang
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/97655146098570194105

碩士 === 南華大學 === 文化創意事業管理學系 === 102 === 　　Arts and cultural development is an indicator of civilization of a nation. One's interest in arts and cultural activities should be nurtured since childhood. This study explored preferences for arts and cultural activities as well as factors affecting the preferences among adolescents. The goal of this study was to increase adolescents’ interest and intention toward participating in arts and cultural activities. 　 　　The research structure was based on Theory of Planned Behavior (TPB). A self-developed questionnaire was administered to students of a high school in Yunlin County. 300 copies of the questionnaires were distributed, and 270 valid responses were returned. The data were analyzed using methods including descriptive statistics, t-test, one-way ANOVA, and structural equation modeling to explore the effects of attitude, subjective norms, and perceived behavior control on intentions to participate in arts and cultural activities. 　 　　Results indicated that the frequency of attending arts and cultural activities among the respondents was low, as most of the respondents attended only 1~3 activities over the last year. Most respondents attended the activities with their classmates or friends, and “movies” were the type of activities they most frequently attended and liked to attend most. They showed low interest in traditional arts and cultural activities. The respondents’ attitude, subjective norms, perceived behavior control, and behavioral intentions differed on some demographic variables. The path analysis results indicated that except perceived behavioral control, all the independent variables had a significant and positive effect on behavioral intention. In other words, attitude and subjective norms should be the primary focuses in improving adolescents’ participation in arts and cultural activities.