風險及利益知覺對信任與因應行為之影響－以鹿與羊隻農民飼養戶為例

Analysis of the Impact among Risk and Benefit Perception toward Trust and Coping Behavior：Evidence from Deer and Sheep Herbivore Farmers

李苔寧(Tai-Ning Lee)

指導教授 ： 方珍玲

國立臺北大學/商學院/合作經濟學系/碩士(2010年)

摘要

結核病在畜牧產業為嚴重之人畜共通傳染疾病，倘若結核病爆發將可能導致畜牧產業之經濟損失並且威脅人類健康，為了要有效防疫結核病爆發，應由飼養草食性動物之農民飼養戶著手，宣導結核病的風險性及執行結核病防疫措施所能獲得之利益，其次考慮農民飼養戶對於結核病之防疫訊息，大多是經由政府機構和民間機構之宣導而得知，因此，探討農民飼養戶對於政府機構及民間機構所發布之結核病訊息信任程度與相關因應行為，也將為本研究欲深入探討之議題。
　　本研究的研究對象為鹿隻及乳羊之農民飼養戶，採取立意問卷調查法，並將問卷分為四大部分進行分析（風險知覺、利益知覺、信任及因應行為），回收之有效問卷219份，其中鹿隻農民飼戶為86份、乳羊農民飼養戶為133份，有效回收率為87％。
　　透過路徑分析及差異性分析，得到研究結果如下：1. 以政府機構為宣導管道將比以民間機構為宣導管道更為適合。2. 農民飼養戶對結核病的「風險知覺」與對政府機構所提出之結核病訊息或防疫措施之「利益知覺」，兩者之間有正面相關性存在；農民飼養戶對政府機構之信任為一中介變項，農民飼養戶對結核病之風險知覺、對防疫措施之利益知覺均透過其中介效果正面影響因應行為。

關鍵字

結核病, 風險知覺, 利益知覺, 信任, 因應行為

並列摘要

Tuberculosis is a seriously infectious disease in husbandry industry. It is not only transmitting from animals to human beings but also from human beings to animals. Tuberculosis and other related diseases can cause serious economic losses to herbivore operations as well as potential health risks to farmers and consumers. Most herbivore farmers do not have detailed knowledge of tuberculosis. When the farmers go around with their animals, it is extremely dangerous that the farmers do not take any prevention treatment of tuberculosis. Disease-causing agents can be transmitted from one host to another by direct or indirect means. In order to prevent tuberculosis effectively, we try to realize the risk and benefit perception of herbivore farmers how their altitude and behavior to be influenced. The most important way the farmers cope with lacking of knowledge is to trust in governmental organization or non-profit organization (for example associations and agricultural cooperatives) which provide information and message. Therefore, the farmers will take prevention treatments and strategies for animals and their health. How is degree of the farmers’ trust in message announced by governmental organization or non-profit organization related to farmers’ coping behavior is the objective of this study.
This study tries to examine the relationship between risk perceptions and benefit perceptions on the coping behavior for tuberculosis. The questionnaire surveys and SEM were used to analyze and verify the proposed hypotheses. Participants of this study were including 219 subjects, 86 deer and 133 sheep farmers. The survey results indicated that farmers with higher risk and benefit perceptions trend to more trust in governmental organization but non-profit organization. In addition to perceptions, the outcomes also supported that the more risk farmers perceived tuberculosis, the more trust in governmental organization, the much coping behavior will be adopted.

並列關鍵字

Tuberculosis, Risk Perception, Benefit Perception, Trust, Coping Behavior

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