人格特質、個人價值觀及態度對加入假日農夫意願之影響

The Impacts of Personality, Personal Value, and Attitude on Willingness to Be Holiday Farmers

隨著社會生活型態與社會結構之變遷，勞動人口外流至都市，因此疏於親近大自然，若有機會體驗農村生活，享受耕耘的樂趣，消除煩躁及擺脫壓力，未嘗不是一件好事。因此，本研究目的為探究人格特質（即神經質性格與開放性格）、個人價值觀（即內在價值、外在價值與有趣/興奮價值）、正念、態度（即功利態度與享樂態度）及加入假日農夫意願之間之影響。本研究為採用紙本問卷與便利抽樣方式蒐集資料。本研究實證結果發現，人格特質中僅有開放性格對正念有顯著影響。再者，本研究亦發現享樂態度扮演完全中介之角色，亦即內在價值與有趣/興奮價值皆須透過享樂態度進而影響加入假日農夫意願；對照之下，外在價值則為直接顯著地影響加入假日農夫意願。

As the changes in social life styles and social structure, the labor force has flowed out to the city, and thus becomes alienated from nature. Facing such a life in the present, it would be a good thing to have the opportunity to experience rural life and fun for eliminating irritability and getting rid of stress. Therefore, this study aims to explore the impacts among personality (neuroticism and openness), personal value (internal values, external value, and fun/ excitement value), mindfulness, attitude (utilitarian attitude and hedonic attitude), and willingness to be a “holiday farmer”. This study uses paper-based questionnaire survey and convenient sampling to collect data. The empirical results show that openness will significantly and positively affect mindfulness. In addition, the hedonic attitude plays a fully mediating role, i.e., internal value and fun/excitement value affect the willingness to be a “holiday farmer” through the hedonic attitude. In contrast, the external value directly and significantly affects the willingness to be a “holiday farmer”.