風險知覺、金錢態度與因應行為關聯性之研究─以台灣家禽業者為例

The Research of the Relationship among Risk Perception, Money Attitude and Coping Behavior: Take Poultry Farmers in Taiwan as an Example

邱慧珊(Whei-Shan Chiu)

指導教授 ： 方珍玲

國立臺北大學/商學院/合作經濟學系/碩士(2009年)

摘要

面對禽流感再度爆發的可能性，人人必須提高警覺性，尤其針對家禽業者而言，警覺性不足不僅可能危害自身健康，同時可能造成重大金錢損失，並影響國家經濟生產力，進而衍生出社會與民生問題，因此家禽業者之防疫工作更顯其重要性。當家禽業者認知到禽流感事件之不確定性及損失的風險時，是否同時更有意願支付相關防疫費用之金錢態度，並積極落實防疫行為，是本研究欲深入探討之議題。
本研究之研究對象為養殖雞、鴨、鵝等禽類業者，採取立意問卷調查法取得研究樣本，將問卷分為三大構面進行分析，回收之有效問卷為848份，其中養雞戶為723份，水禽部分的養鴨戶為81份，養鵝戶為44份，有效回收率達71.86%。
透過變異數分析及路徑分析，得到研究結果如下：1.家禽業者之屬性（不同年齡層高低、教育程度高低、每日平均工作時數長短及禽舍規模大小）對於金錢態度與因應行為方面均有顯著差異性存在；2. 家禽業者面對禽流感疫情的風險知覺程度愈高，對於防疫工作的金錢態度呈現正向關係，且對防疫相關支出之意願愈高；3. 家禽業者面對防疫工作的金錢態度愈具正面態度，對於落實防疫工作的因應行為意願愈高；4. 家禽業者面對禽流感的風險知覺程度愈高時，愈重視其防疫相關之因應行為。

關鍵字

禽流感；家禽業者；風險知覺；金錢態度；因應行為

並列摘要

Facing the possibility of avian influenza which erupts once again, people must enhance the vigilance, especially the poultry farmers. The lack of vigilance may harm poultry farmers’ health, cause the significant money loss, influence the country economy productive forces, and bring the problem of society and livelihood of people. Therefore, anti-epidemic work is obviously important for poultry farmers. This study is mainly to confer the topic about that whether the money attitude of poultry farmers is more willing to pay the anti- epidemic outlay, and execute positively anti-epidemic work, when uncertainty and loss domesticated poultry farmer cognition to the risk of avian influenza.
This study focuses on the poultry farmers of cultivation chickens, ducks, and geese, and uses questionnaire measurement. The questionnaires are separated into three different aspects to analyze. 848 counts of valid survey were collected. Those from chicken were 723. Those from ducks were 81. Those from geese were 44.
Through One-Way ANOVA and Path Analysis, the result shows: 1.The higher risk perception of avian influenza which poultry farmers face, the more care about coping behavior of anti-epidemic. 2. For poultry farmers, the anti-epidemic is not only considered by risk perception, but also influenced by the economic factor of cost analysis, and the money intermediary effect will promote poultry farmers to do the anti-epidemic behavior more actively. 3. The characteristics of poultry farmers (in different ages, education level, daily average working time, and the scales of farms) have significant differences in money attitude and coping behavior.

並列關鍵字

Avian Influenza；Poultry Farmer；Risk Perception；Money Attitude；Coping Behavior

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