The Behavior Intention Model of Private Forest Owners In Leisure Forestry Management-A Case Study in Taichung County

• Main Authors: Chin-Chih Lee, 李俊志
• Other Authors: Shaw-Lin Lo
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/98426137709898578948

碩士 === 國立中興大學 === 森林學系所 === 94 === SUMMARY The Council of Agriculture, Executive Yuan, proposed "Leisure Forestry" to improve the poor management of private forest and become a new era for private forest owners in Taiwan. According to the research purposes, literature reviewed was used to understand the conditions of private forest management and "Leisure Forestry". The author tried to combine theory of planned behavior and cognitive hierarchy model to construct the behavior intention model of private forest owners managing the leisure forestry. The case study was in Taichung area and questionnaire was used to inventory. 300 questionnaires were sent out and obtained 178 effective questionnaires. The effectiveness was 59.33%. Descriptive statistics was used to understand the distribution of samples, variance analysis was used to recognize the difference between demographic and behavior intention model. Multiple regression and path analysis were used to confirm the behavior intention model. According to the analysis, some conclusions were made: 1. The private forest owners in Taichung county are for the most part of male, elderly, for the most part of agriculture by main occupation, a higher tendency of education. The forestland were obtained small tract size and for most part of inheritance and planted crops as livelihood. 2. Private forest owners in Taichung county have positive perspectives with economical value, social benefits value and personal value. They also have positive perspectives with attitude toward developing leisure forestry and the perspectives of reference groups, but consider that they have not qualified to develop leisure forestry and with neutral perspectives in behavior intention. 3. Different demographic variables have significant difference in forest value orientation, attitude, subjective norm and perceived behavior control. 4. The behavior intention model of private forest owners developed by this research has 59.4% predictability of varieties. The overall effects of this model in sequence are subjective norm, economical value orientation, perceived behavior control, personal value orientation, value orientation of social benefits and attitude these influenced behavior intention. 5. The correlations of each concept are the same with theory of planned behavior and cognitive hierarchy model. Forest value orientation is indeed influenced by subjective norm and perceived behavior control. Keywords: Leisure forestry, Private forest, Theory of planned behavior, Cognitive hierarchy model, Behavior intention model