以人格特質因素探討露營行為之關係模式

The relationship model of personality traits and camping behavior

10.29893/NCUTMAN.201811.0108

吳淑鶯(Shwu-Ing Wu)；賴姿妤(Tzu-Yu Lai)；林冠誼(Kuan-Yi Lin)；林宜蒨(Yi-Chien Lin)；蘇渝淨(Yu-Ching Su)；林秉鴻(Bing-Hong Lin)

露營 ； 人格特質 ； camping ； personality traits

管理學術研討會

第十六屆（2018 / 11 / 01）

1104 - 1115

繁體中文

由於人們的生活品質提升，人們紛紛渴望遠離科技帶來的快速步調及社會壓力，進而更重視身心發展。從事休閒遊憩活動能調劑身心與增加工作效力。台灣常態性的露營人口已經突破200萬人，露營有別於其他休閒活動，需具有高度自主性，人們對於有助益之自然環境會產生偏好，並善用自然環境中的資源，進行有益於自己的活動。而人們的人格特質不同，對於自然環境的偏好及休閒行為的選擇會有所差別。根據前述的研究背景與動機，本研究以台灣地區18歲以上的人作為探討對象探討五大人格特質對露營活動行為的影響，結果發現：（1）偏向親和性與勤勉性的人格特質者對露營的涉入程度較高。（2）具親和性人格特質者對露營的態度會較正面。（3）消費者對露營的涉入程度會顯著正向的影響消費者態度。（4）消費者對露營的態度會顯著正向的影響行為意圖。（5）消費者對露營的行為意圖會顯著正向的影響實際露營行動。

Due to the growing quality of life in our society, more and more people wish to run away from tremendous social pressure and the rapid pace of life caused by highly developed technology and start pursuing personal health both mentally and physically. By engaging in leisure activities, one can find mental and physical relaxation and greatly enhance his/her working efficiency. The population of regular campers in Taiwan has reached two million and compared to other leisure activities, camping needs high flexibility. People will have their own preference to the environment that benefits them and make good use of natural resources in the environment to do what is good for them. Because personality traits differ among people, the preference of natural environment and the decision of choosing activities differ too. Based on the research background and the motivation mentioned above, this research chooses adult people in Taiwan as our sample and investigates the influence of Big Five personality traits on camping activity. The result suggests that (1) People with agreeable and conscientious characteristics are more willing to participate in camping activity. (2) Agreeable people tend to have positive attitude on camping activity. (3) The extent of consumers' involvement to camping activity indicates positive consuming attitude. (4) Consumers' attitude toward camping activity will positively affect their behavioral intention. (5) Consumers' behavioral intention of camping will positively affect the actual camping behavior.