| Summary: | 碩士 === 佛光大學 === 管理學系 === 106 === The culture for stone appreciation has a long history. The evolution and development have continuously changed from generation to generation, but the cultural heritage is sustainable. This thesis aims to study a stone excavated and named "Iron Nail Stone" in 1990. The nail stone was produced in Nanshan, Yilan County, Siyuan, and the area of Shengguang and Huanshan in Taichung City.
This study uses Ajzen's (1985) Theory of Planned Behavior (TPB) and another facet perceived value to explore the behavioral intentions of Yilan iron nail stone collectors to understand the perceived value and subjectivity of the "stone appreciation culture". The effects of norms, perceived behavioral controls, and attitudes on behavioral intentions. The research method is based on qualitative and quantitative analysis. The qualitative research is mainly based on in-depth interviews. The selected subjects are interviewed by Gemstone Association staff, the store of gemstones, and the hunter of gemstone. The purpose is to use their views on the actual sales to contact with the collectors, and to search for them. The level of understanding to find out whether the intent of the purchaser to purchase the nail stone will be affected by the perceptual value, subjective norms, perceptual behavior control, attitude, and the interview experience as a questionnaire design; quantitative aspects, divided into paper questionnaire 200 copies and 120 online information collections were collected, 320 were collected, 288 valid questionnaires, and the effective questionnaire recovery rate was 90%. Recycling questionnaires were processed and statistically analyzed by SPSS software. Descriptive statistics, reliability and validity analyses, independent sample t-test, ANOVA (Analysis of Variance) univariate and regression analyses were used. By empirical analysis, the collector's perception value facet, subjective norm facet, perception behavior control facet, and attitude facet have been verified a significant influence on the collector's behavior intention.
In the thesis, the promotion, appreciation attitude and collection behavior of Yilan Iron Nail stone are introduced and studied. People should seriously concern and face the cultural predicament of the Iron Nail stone, and expect to achieve a reasonable use on the limited resources. By effectively using the iron nail stone, it will be able to manage, collect and transfer on special items those are difficult to find
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