內外控及風險知覺對禽流感因應行為之影響

The Influence of Locus of Control and Risk Perception on Coping Behavior for the Avian Influenza

張懿蕾(Yi-Lei Chang)

指導教授 ： 方珍玲

國立臺北大學/商學院/合作經濟學系/碩士(2007年)

摘要

當人們意識到潛在風險時，會採取許多避險之因應行為。然而，卻有許多因素會影響人們之因應行為，包括個人人格特質。比較內控傾向的人認為一切操之在我，人定勝天；反之，較外控傾向的人則認為一切天註定。不同的人格特質會有不同之因應行為。同樣地，不同風險知覺也將影響個人對風險之因應行為。
1997年香港爆發禽流感，共有18人感染，造成6人死亡。目前人類感染的案例大多發生在亞洲國家，例如：柬埔寨、中國、印尼、泰國、土耳其、越南；但臺灣目前尚未出現人類感染案例。也因如此，部份民眾疏於禽流感的防範，這將形成未來防疫之隱憂。故本研究試圖透過內外控理論及風險知覺探討人們對禽流感因應行為之影響。
本研究採問卷調查法，分別以郵寄回函、集體講習、親自訪問等方式進行問卷調查。研究對象包括專家學者、禽類飼養者、消費者；發放專家學者問卷440份，回收有效問卷269份；發放禽類飼養者問卷1200份，回收有效問卷819份；發放消費者問卷330份，回收有效問卷252份。本研究採用KR-20及Cronbach’s Alpha衡量信度；以AVE及區別效度衡量效度，並採用結構方程模式、ANOVA等統計方法驗證研究假設。研究結果發現：(1)內控傾向的人會正向影響禽流感之因應行為；反之，外控傾向的人因為認為命運或機會決定了事件結果，較不會採取因應行為。(2)風險知覺會正向影響禽流感之因應行為，亦即當人們意識到禽流感潛在危險時，會採取必要因應行為避免感染。

關鍵字

內外控 ； 風險知覺 ； 因應行為 ； 禽流感

並列摘要

As we all knew that H5N1 first outbreak of human infections is in the Hong Kong in 1997, there were six persons died in this outbreak. At present, most human cases are occurred in Asian countries, such as Cambodia, China, Indonesia, Thailand, Turkey, and Vietnam, but not including Taiwan. That is why people in Taiwan consequently do not pay significant attention to Avian Influenza, as the potential hazard for them in the future. This study tries to examine the influence of locus of control and risk perception on coping behavior for Avian Influenza. The questionnaire surveys and Structure Equations Modeling (SEM) were used to analyze and verify the proposed hypotheses. Participants of this study were including 269 experts, 819 poultry farmers, and 252 consumers. The survey results indicated that people with internal locus of control personality trend to adopt much coping behavior. In addition to locus of control, the outcomes also supported that the more risk people perceived Avian Influenza, the much coping behavior will be adopted.

並列關鍵字

locus of control ； risk perception ； coping behavior ； Avian Influenza

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