探索婚姻平權之態度、主觀規範、知覺行為控制與意圖之關聯-以北部大學生為例

Explore the Relation Between Attitudes,Subjective norms,Perceived behavioral control and Intentions in Marriage Equality - An example of University students in Northern Taiwan

許閔翔(Min-Hsiang, Hsu)

指導教授 ： 唐大崙

共同指導教授 ： 馬雨沛

淡江大學/文學院/大眾傳播學系碩士班/碩士(2021年)

https://doi.org/10.6846/TKU.2021.00220

摘要

近年來，隨著大眾性別意識的提升、性別平等教育的落實與同志運動團體的發展，大眾對於不同性傾向和性別氣質的接受度日漸提高。本研究基於計畫行為理論之模型，針對北部大學生對於支持與參與婚姻平權活動的行為意圖進行探討，包括探討大學生支持與參與婚姻平權活動之態度、主觀規範、知覺行為控制與行為意圖的關係，亦探討不同人口統計變項(性別、學制、科系、性傾向、宗教信仰、傳播工具、是否支持婚姻平權與身邊是否有認識同性戀朋友或親人)在態度、主觀規範、知覺行為控制與行為意圖上之差異。本研究以問卷調查法為資料蒐集的方式，共獲得有效問卷580份，應用統計方法對其進行各變項與其相關的資料分析，其研究結果如下：
1. 大學生對於支持或參與婚姻平權的態度、主觀規範與知覺行為控制皆會影響行為意圖。
2. 人口統計變項在大學生支持或參與婚姻平權之態度、主觀規範、知覺行為控制與行為意圖上具有部分差異。

關鍵字

計畫行為理論 ； 婚姻平權 ； 社會行銷

並列摘要

In recent years, with the improvement of the public’s gender awareness, the implementation of gender equality education and the development of gay movement organizations, the public’s acceptance of different sexual orientations and gender temperaments has gradually increased. This study, based on the model of Theory of Planned Behavior, explores the behavior intentions of northern university students supporting or participating in marriage equality activities, including the relationship of university students’ support and participation in marriage equality activities between attitudes, subjective norms, perceived behavior control and behavioral intentions, this study also explores the difference of demographic variable (include gender, education statistics, department, sexual orientation, religious, media, support marriage equality or not, have homosexuality friends or relatives by your side or not) in attitudes, subjective norms, perceived behavior control and behavioral intentions. In this study, a questionnaire survey method was used to collect data and 580 copies are valid, and applied statistical methods to analyze each various and its related data, there are following study results:
1. University students attitudes, subjective norms, and perceptual behavior control to support or participate in marriage equality will affect behavioral intentions.
2. There are some difference of the demographic variables in the attitudes, subjective norms, perceived behavior control and behavioral intentions of university students support and participation in marriage equality.

並列關鍵字

Theory of Planned Behavior, marriage equality, Social Marketing

參考文獻

一 中文文獻

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