文化生態系統服務認知對水梯田復育意願之影響：環境傳播行為觀點
Other Title
Effect of Cultural Ecosystem Services Perception on Rice Terrace Restoration Willingness: A Perspective of Environmental Communication Behavior
Journal
傳播與發展學報
Journal Issue
33
Start Page
89
End Page
119
Date Issued
2016
Author(s)
Mei-Yin Kuan
Abstract
臺灣因經濟發展導致農業結構改變，加速了水梯田景觀樣貌的消失與改變，在各國重視環境保育與生態系統服務之際，水梯田所蘊含的文化服務價值漸受到關注，也興起國內水梯田復育工作。而民眾對文化服務認知可衡量水梯田所帶來的文化效益及環境的永續性之外，在媒體發達的時代下，個人的環境傳播行為亦將直接或間接地影響個人對此環境保育之意願。有鑒於此，本文旨在探討民眾文化服務認知與環境傳播行為對水梯田復育願付意願之影響。本研究以新北市八煙聚落的水梯田復育經驗為例，採用相關、因素分析與迴歸模型進行分析。研究結果顯示，民眾的文化服務認知與環境傳播行為確實對水梯田復育願付意願有正向的顯著影響，其環境傳播行為亦扮演了中介變項的角色。因此建議在農地各項政策與業務推動上，推廣水梯田的文化生態服務功能的核心價值，善用媒體與網路資訊的傳播力量，喚起民眾的環境意識廣環境傳播理念，讓民眾與各界對水梯田文化服務的功能與價值有更充分的瞭解，以促進水梯田復育的工作。
The landscape of rice terrace in Taiwan is getting to be abandoned as a consequence of economic development and structural change in agriculture. Various countries are increasing attentions in environmental conservation and its ecosystem services which focusing on the cultural services of rice terrace restoration. Hence, this triggered some activities for rice terrace restoration in Taiwan as well. Meanwhile, in addition to evaluate the cultural benefits and environmental sustainability of rice terrace through public perceptions of cultural services, individual environmental communication behaviors may directly or indirectly influence his/her willingness of environmental conservations under the era of media flourish. Therefore, this paper aims to realize the influence of public perceptions of cultural ecosystem services (CESP)and individual environmental communication behaviors(ECB) on their willingness for restoring rice terraces. This study utilized correlation analysis, factor analysis and regression model analysis and took the restoration project for rice terrace in Bayien community, New Taipei city as our study area. We found that although respondent's CESP and ECB have a significant impact on WTP for the restoration of rice terrace, but the direct impact will be weakened and turned into indirect impact after the ECB is taken into as an intervening role. We considered that the ECB may be treated as an important mediator between these two variables. Some suggestions for rice terrace restoration in the future include: education authority could consider about promote people's sensitivity toward environment about the value of Internal and external's cultural services. And uses for media and internet to fulfilling the knowledge about environmental sustainability to build up correct system of value and common sense about nature-human interaction to promoting and introducing the achievement of restoration project for rice terrace is critical.
Subjects
文化服務
水梯田復育
生態系統服務
環境傳播行為
願付意願
Cultural Services
Rice Terrace Restoration
Ecosystem Services
Environmental Communication Behavior
Willingness to Pay
Type
journal article