持續性涉入對休閒活動態度與行為是中介或干擾效果？──以園藝活動為例

The Mediating Effect of Involvement on the Relationship between Attitude and Behavior of Leisure Activity: A Case Study on Horticultural Activities

活動態度是影響行為的重要因素，但過去研究卻顯示兩者具有關連但並不強，而涉入是反映人們投入某事物的程度，可能是影響兩者關係的重要因素。本研究選擇園藝活動，驗證休閒活動涉入對於態度與行為之中介或干擾效果，建立三種統計模式進行比較：涉入中介模式、態度中介模式與涉入干擾模式。研究採問卷調查，工具包含園藝活動參與者個人特性、態度、涉入及行為，於臺北假日建國花市收集資料，有效問卷387份。結果顯示涉入中介模式是解釋涉入、態度與行為關係之最佳模式；而且持續性涉入完全中介態度與行為之間關係。就應用策略而言，如要促進活動行為，強化態度是必要的，但若無法提升人們對該活動之持續性涉入，態度再高也無法有效促進活動參與。 Leisure attitude is an important predictor for leisure behavior. Previous studies have suggested that the relationship between attitude and behavior is weak. Involvement may be a mediator or moderator between leisure attitude and behavior. The purpose of this study was to examine the effect of involvement between attitudes and behavior in horticultural activities. Three statistical competitive models, comprising involvement mediation model, attitude mediation model, and involvement moderation model were tested. The questionnaire included personal characteristics, attitudes, involvement, and behavior toward horticultural activities. A total of 387 valid questionnaires were collected at Chien-Kuo Flower Market in Taipei City of Taiwan. Structural equation models were used to analyze the mediating and moderating effect of involvement. The results showed that the involvement mediation model was the best model to explain the relationship among attitude, involvement, and behavior. In addition, enduring involvement completely mediated the relationship between attitude and behavior in horticultural activities. If activity behavior is to be promoted, the results suggested that it is necessary to strengthen attitudes. However, it cannot effectively promote the behavior if enduring involvement cannot be enhanced further. Therefore, enduring involvement should be enhanced through activity planning except for the transmission of positive activity information.

Leisure attitude is an important predictor for leisure behavior. Previous studies have suggested that the relationship between attitude and behavior is weak. Involvement may be a mediator or moderator between leisure attitude and behavior. The purpose of this study was to examine the effect of involvement between attitudes and behavior in horticultural activities. Three statistical competitive models, comprising involvement mediation model, attitude mediation model, and involvement moderation model were tested. The questionnaire included personal characteristics, attitudes, involvement, and behavior toward horticultural activities. A total of 387 valid questionnaires were collected at Chien-Kuo Flower Market in Taipei City of Taiwan. Structural equation models were used to analyze the mediating and moderating effect of involvement. The results showed that the involvement mediation model was the best model to explain the relationship among attitude, involvement, and behavior. In addition, enduring involvement completely mediated the relationship between attitude and behavior in horticultural activities. If activity behavior is to be promoted, the results suggested that it is necessary to strengthen attitudes. However, it cannot effectively promote the behavior if enduring involvement cannot be enhanced further. Therefore, enduring involvement should be enhanced through activity planning except for the transmission of positive activity information.