本研究旨在以計畫行為理論探討新北市二重國中學生生態旅遊行爲意向。透過問卷調查的方式,進行266份問卷的發放,總回收有效問卷份數為257份,有效回收率達96.62%。本研究採用SPSS17.0版統計軟體,以敘述性統計、t 檢定、單因子變異數分析、複迴歸分析等統計方法進行分析。重要結果如下述。首先,不同人口統計變項中,僅性別一項主觀規範中有顯著差異存在。其次,國中生行為態度量表總平均值為3.43;其中,以「認知」為最高(M=3.77),如可以增廣見聞、有助於放鬆心情等;「情感」(M=3.42)次之,「行為」為最低(M=2.87)。最後,計畫行為理論模式可以用來解釋與預測國中生生態旅遊行為意向,行為態度、主觀規範、知覺行為控制對休閒參與行為意向的解釋變異量達50.8%。研究結果顯示行為態度、主觀規範、知覺行為控制對生態旅遊行為意向均會產生顯著性影響。
The purpose of this study was to applying planned behavior theory to ecotourism activities participation behavioral intentions of Junior High School in New Taipei City. By the questionnaire investigation, the total numbers of questionnaires were 266 and valid number was 257 that made a 96.62% validity rate. SPSS17.0 was used to do the data statistic; descriptive statistics, t-test, one-way ANOVA, and multiple-regression analysis were adopted for the data analysis. The study results were shown as follows: Firstly, genders of significant effects on subjective norm of junior high school students. Secondly, the mean of total attitude towards the behavior was 3.43, and the highest mean score of attitude towards the behavior subscales was cognitive (M=3.77), the rest of them followed by affective (M=3.42), and behavior (M=2.87). Thirdly, theory of planned behavior could explain and predicate Junior High School students’ behavioral intentions. The results of this study showed that Attitude towards the behavior, Junior High School and perceived behavioral control were positively effects on leisure participation behavioral intentions among elementary school students.