The Relationship between Attitude and Behavior for Horticultural Activity: The Mediating Effect of Involvement
Date Issued
2010
Date
2010
Author(s)
Tu, Hung-Ming
Abstract
How we use plants to modify our environment and enhance the quality of life is becoming increasing large elements of human issues in horticulture. To futher promote horticultural activity, we first need to ascertain participants’ behavior towards this activity. However, to date, most studies fouced on benefits from participants’ behavior towards horticultural activity. Few studies explored carefully the contents of participants’ behavior. From the view of social psychology, the participants’ behavior was affected by the participants’ attitude that was not enough to explain. Involvement was also an important factor affecting participants’ behavior. Participants’ attitude may affect participants’ behavior through involvement. Therefore, the main purpose of this research was to explore the role of involvement between participants’ attitude and behavior.
In this study, the items of participants’ behavior were developed from literature review and the results of pre-test: frequency, materials, and cost. The attitude scale toward horticultural activiry and Modified Involvement Scale were selected. The two scales have well reliability and validity. Data were collected at Chien-Kuo Flower Market in Taipei City of Taiwan. Systematic sampling was used. A total of 387 valid questionnaires were collected. Structural Equation Models was used to analyze. The unweighted least squares were selected from parameter estimation.
The results showed that participants’ attitude affected behavior toward horticultural activity. Participants’ attitude also affected the level of involvement, and the level of involvement affected behavior toward horticultural activity. The results also showed that involvement as a complete mediation between participants’ attitude and behavior toward horticultural activity. Participants’ attitude must be affect participants’ behavior through involvement. Each dimensions of involvement and participants’ attitude positively influenced each items of participants’ behavior toward horticultural activity.
It can be seen that to future promote horticultural activity, we must promote positive attitude towards horticultural activitiy for participants, because positive attitude will promote behavior toward horticultural activity. We also help them involved in the activities, and obtain satisfaction, self-expression, and self-identity.
Subjects
horticultural activities
participants’ behavior
participants’ attitude
enduring involvement
complete mediation
Type
thesis
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