動物放生行為之社會學與心理學研究－總計畫：動物放生的個人知識、信念、態度、與行為

(1)

總計畫：動物放生的個人知識、信念、態度、與行為

計畫類別：整合型計畫計畫編號： NSC94-2621-Z-004-003- 執行期間： 94 年 08 月 01 日至 95 年 07 月 31 日執行單位：國立政治大學心理學系計畫主持人：陳皎眉共同主持人：顏乃欣，陳義雄，陳家倫，許富雄，邵廣昭，林本炫，朱瑞玲計畫參與人員：張玉萍、何修慧、洪嘉欣、陳雪君、陳貽照、謝馥安、林美蓉報告類型：完整報告處理方式：本計畫可公開查詢

中華民國 95 年 10 月 30 日

(2)

Likert

1,225 9.30

151

(3)

1,376

(4)

...1 ... 1 ... 11 ... 11 ... 12 ... 13 ... 14 ... 15 ... 17 ...21 ... 21 ... 21 ... 21 ... 22 ... 23 ... 29 ... 29 ... 30 ...31 ... 31 ... 31 ... 31 ... 38 ... 39 ... 39 ... 39 ... 42 ... 46 ... 47 ... 51 ... 51 ... 51

(5)

... 58 ... 60 ... 63 ... 63 ... 63 ... 65 ... 68 ... 68 ... 71 ... 71 ... 80 ... 81 ... 85 ... 88 ... 94 -- ... 97 ...99 ... 99 ... 100 ...106 ... 108 ... 108 ... 113 ... 116 ... 121 ... 125 ... 127 ... 129

(6)

1-1 ...4 1-2 ... 10 1-3 ... 18 1-4 ... 20 7-1 ... 98 1-2-1 ... 19 2-1-1 ... 23 2-1-2 ... 26 3-1-1 ... 31 3-1-2 ... 32 3-1-3 ... 32 3-1-4 ... 33 3-1-5 ... 33 3-1-6 ... 34 3-1-7 ... 34 3-1-8 ... 35 3-1-9 ... 35 3-1-10 ... 36 3-1-11 ... 36 3-1-12 ... 37 3-1-13 ... 37 3-1-14 ... 37 3-2-1 ... 40 3-2-2 ... 44 3-2-3 ... 49 3-3-1 ... 53 3-3-2 ... 56 3-3-3 ... 61 3-4-1 ... 64 3-4-2 ... 67 3-4-3 ... 69 3-5-1 ... 71 3-5-2 ... 72 3-5-3 ... 72

(7)

3-5-4 ... 73 3-5-5 ... 73 3-5-6 ... 74 3-5-7 ... 75 3-5-8 ... 75 3-5-9 ... 76 3-5-10 ... 77 3-5-11 ... 79 3-5-12 ... 79 6-1-1 ... 84 6-1-2 ... 88 6-1-3 ... 89 6-1-4 ... 92 6-1-5 ... 94 6-1-6 ... 95

(8)

1995 73 28.8 2004 2007 483 2000 1,040 29.5 2005 20 11.6 6.2 1995 100 10 60 2004 92 5 7 1,380 / 1130 1 / 52 60 / 251 1,440 1,440 2 2

(9)

2004 1 12 2002 1995 1994 2005 1987 2001

(10)

2004 2004 2002 1999 2004 2003 2004 2000 2003 2004 2004 1995 2004 2004 2004

(11)

1-1 1 2 3 4 5 6 7 8 9 10

(12)

Likert

(13)

2000 29.5

2005 20

2001

1995

Ajzen & Feshbein

Theory of Reasoned Action Theory of Planned

Behavior behavior intention

attitude toward the action normative belief

(14)

Petty & Cacioppo 1986

Elaboration Likelihood Model ELM Chaiken

1980 1987 1994 — Heuristic Systematic Model

HSM ELM

central route peripheral

route Chaiken systematic processing heuristic processing persuasive arguments counter arguments 2005 1,056 20 … 36.3% 35.9%

(15)

12.8% 7.9% 7% 11.6% 6.2% 74.3% 2000 29.5% 2000 2004 2,007 483

(16)

Likert

behavior intention

planned behavior theory

Normative belief

(17)

(18)

1994 2001

1994

2001

(19)

1994

2001

(20)

2001 2001 2003 2001 2004 2007 1995 73

(21)

2004 1995 100 10 60 2 2004 2004

(22)

2004/09/18

2004 1995

(23)

2004 … 1995 1999 2005 29.5%

(24)

… 36.3% 35.9%

attitude

2004

cognition affection conation

Bem 1970 Insko & Schopler 1972 Oskamp 1977

affection belief

behavioral

Fishbein & Ajzen, 1972 Petty & Cacioppo, 1981

counterarguing

Petty Cacioppo 1986

Elaboration Likelihood Model ELM Chaiken

1980 1987 1994 — Heuristic Systematic Model

HSM Ajzen & Fishbein 1980 theory of planned

(25)

ELM — HSM

Petty Cacioppo 1986 ELM

central route peripheral

route

Brehm, Kassin & Fein 2005

1-3 Chaiken HSM systematic processing heuristic processing persuasive

arguments Chaiken &

(26)

/

The Reasoned Action Model

Ajzen & Fishbein 1980

1

attitude toward the behavior 2 subjective norm

— expectancy-value Feshbein, 1967 1 n beh i a i

A

B a

=

∑

beh A i B i i a i

(27)

Albarracin et al., 2001 Conner et al.,

2002 Elliott et al., 2003

Ajzen &

Madden 1986 Madden, Ellen, & Ajzen 1992

Schifter &

Ajzen 1985 theory of

planned behavior Ajzen 1991

Brehm, Kassin & Fein 2005

(28)

1,225 9.3%

151

(29)

52

(30)

) 70 20 49 2-1-1 2-1-1 1 2 3 4 5 6 7 8 9

(31)

2-1-1 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37

(32)

40 41 42 43 44 45 46 47 48 49 Likert 2 3 5 6 8 9 25 26 27 28 30 31 36 37 42 43 45 46 48 106 27 27 discriminatory power

(33)

' 1 1 ' n n i i i i X X N N = ₋ =

∑

N = 27% ' N 27% 1 n i i X =

∑

i ' 1 n i i X =

∑

i 1.1 34 2-1-2 2-1-2 1* 3.137 1.444 1.693 2 3.137 3.037 0.100 3* 2.655 1.296 1.358 4* 2.758 1.259 1.499 5 2.137 1.111 1.026 6* 2.827 1.592 1.234 7* 2.517 1.148 1.369 8 3.068 2.037 1.031 9 2.413 1.592 0.821

(34)

12* 2.965 1.740 1.224 13 2.344 1.407 0.937 14 2.379 1.370 1.008 15 2.344 1.296 1.048 16 2.344 1.333 1.011 17 2.655 1.629 1.025 18 2.413 1.518 0.895 19* 3.103 1.555 1.547 20* 4.000 2.259 1.740 21* 3.793 1.777 2.015 22* 3.689 1.703 1.985 23* 3.551 1.444 2.107 24* 3.517 1.851 1.665 25 3.137 2.111 1.026 26* 3.103 1.925 1.177 27* 3.827 2.296 1.531 28* 3.965 2.814 1.150 29* 3.344 1.777 1.567 30* 3.413 2.037 1.376 31 2.827 2.111 0.716 32* 3.620 1.851 1.768 33* 3.724 2.185 1.538 34* 3.137 2.000 1.137 35 2.551 2.185 0.366

(35)

2-1-2 36 2.620 1.555 1.065 37 3.344 2.259 1.085 38* 2.517 1.592 0.924 39* 3.172 1.740 1.431 40* 2.896 1.592 1.303 41* 3.655 1.888 1.766 42* 3.586 1.703 1.882 43* 3.379 1.629 1.749 44* 3.551 1.555 1.996 45* 3.714 2.250 1.464 46* 3.642 2.000 1.642 47* 3.214 1.583 1.630 48* 3.785 2.166 1.619 49* 3.214 1.666 1.547 3 27 34 Likert

(36)

3 4 5 6 2 4 2 (1) (2) (3) (4) (5) (6) (7) (8) (9) _________ … (10)

(37)

(38)

1,225 9.3% 151 568 46.6 650 53.4 7 3-1-1 3-1-1 1 568 46.6 2 650 53.4 7 0.6 1225 100.0 30 40 388 31.8 40 50 334 27.4 20 30 291 23.8 50 60 145 11.9 60 35 2.9 10 20 28 2.3 4 3-1-2

(39)

3-1-2 1 10 20 28 2.3 2 20 30 291 23.8 3 30 40 388 31.8 4 40 50 334 27.4 5 50 60 145 11.9 6 60 35 2.9 4 0.3 1225 100.0 633 52.0 308 25.3 141 11.6 99 8.1 34 2.8 3 0.2 7 3-1-3 3-1-3 1 3 0.2 2 34 2.8 3 99 8.1 4 308 25.3 5 633 52.0 6 141 11.6 7 0.6 1225 100.0 413 34.4 ... 273 22.7 161 13.4 123 10.2

(40)

1 413 34.4 2 ... 273 22.7 3 101 8.4 4 90 7.5 5 123 10.2 6 161 13.4 7 40 3.3 24 2.0 1225 100.0 4-6 345 29.2 2-4 333 28.2 0-2 328 27.8 6-8 124 10.5 8-10 27 2.3 10 24 2.0 44 3-1-5 3-1-5 1 0 2 328 27.8 2 2 4 333 28.2 3 4 6 345 29.2 4 6 8 124 10.5 5 8 10 27 2.3 6 10 24 2.0 44 3.6 1225 100.0 413 33.9 407 33.4 397 32.6 2 0.2 6 3-1-6

(41)

3-1-6 1 413 33.9 2 397 32.6 3 407 33.4 4 0 0 5 2 0.2 6 0.5 1225 100.0 765 62.8 382 31.3 24 2.0 24 2.0 19 1.6 5 0.4 6 3-1-7 3-1-7 1 765 62.8 2 24 2.0 3 19 1.6 4 24 2.0 5 382 31.3 6 5 0.4 6 0.5 1225 100.0 493 40.4 487 39.9 231 18.9 8 0.7 2 0.2 4 3-1-8

(42)

1 487 39.9 2 493 40.4 3 8 0.7 4 2 0.2 5 231 18.9 4 0.3 1225 100.0 988 81.5 225 18.5 12 3-1-9 3-1-9 1 988 81.5 2 225 18.5 12 1.0 1225 100.0 327 27.1 305 25.3 218 18.1 196 16.3 59 4.9 56 4.6 31 2.6 11 0.9 2 0.2 20 285 23.7 278 23.1 272 22.6 244 20.2 55 4.6 34 2.8 25 2.1 11 0.9 1 0.1 20 295 24.5 279 23.2 270 22.4 222 18.5 48 4.0 39 3.2 36 3.0 12 1.0

(43)

1 0.1 1 0.1 22 3-1-10 3-1-10 1 327 27.1 272 22.6 222 18.5 2 218 18.1 278 23.1 279 23.2 3 305 25.3 244 20.2 295 24.5 4 196 16.3 285 23.7 270 22.4 5 31 2.6 25 2.1 36 3.0 6 11 0.9 11 0.9 12 1.0 7 56 4.6 34 2.8 39 3.2 8 0 0.0 0 0.0 1 0.1 9 2 0.2 1 0.1 1 0.1 10 59 4.9 55 4.6 48 4.0 20 1.6 20 1.6 22 1.8 1225 100.0 1225 100.0 1225 100.0 940 78.7 156 13.1 66 5.5 30 2.5 15 1.3 30 3-1-11 3-1-11 1 156 13.1 2 66 5.5 3 30 2.5 4 15 1.3 5 940 78.7 30 2.4 1225 100.0 860

(44)

3-1-12 1 68 5.6 2 127 10.5 3 43 3.6 4 29 2.4 5 117 9.7 6 97 8.0 7 107 8.9 8 19 1.6 9 860 71.6 19 1.6 1225 100.0 1050 86.7 14 3-1-13 1091 90.2 16 3-1-14 3-1-13 1 1050 86.7 2 161 13.3 14 1.1 1225 100.0 3-1-14 1 1091 90.2 2 118 9.8 16 1.3 1225 100.0

(45)

151 49 33.1 99 66.9 30 60 127 85.8 69 46.30 55 36.9 … 54 36.2 36 24.2 2-4 51 35.9 4-6 40 28.2 0-2 37 26.1 145 97.3 75 50.7 58 39.2 73 48.7 60 40.0 134 91.2 138 91.4 5 3.3 58 38.4 47 31.1 83 55.0 40 26.5 132 88.6 29 19.2 1 0.7 122 81.9 108 72.5 88 59.1 68 45.6 66 44.3 49 32.9 137 91.9 131 88.5

(46)

52 1 2 3 14 15 16 17 18 19 20 21 22 24 26 27 30 31 10 11 12 13 23 25 6 7 8 9 32 4 5 28 29 33 35 43 44 45 46 47 36 37 38 39 49 34 40 41 42 50 51 48 52

(47)

1 5 2.10 4.19 2.93 0.94 1.32 -1.23 0.75 -1.06 1.56 3-2-1 3 3 21 4 6 39 52 4.19 49 4.08 38 4.07 35 4.03 42 4.00 3 31 2.10 31 2.14 28 2.17 4 3-2-1 1 2.39 2 2.28 3 2.35 14 2.68 15 2.72 16 2.64 17 2.43 18 2.36 19 2.34 20 2.38 21 2.48 22 2.62 24 2.50 26 2.52

(48)

31 2.10 10 2.77 11 3.00 12 2.62 13 3.28 23 3.04 25 3.88 6 2.39 7 2.66 8 2.32 9 2.39 32 2.31 4 2.17 5 2.44 28 2.14 29 2.26 33 2.23 35 4.03 43 3.54 44 3.12 45 3.06 46 3.12 47 3.82 36 3.94 37 3.96 38 4.07 39 4.19 49 4.08 34 3.25 40 3.92

(49)

3-2-1 41 3.69 42 4.00 50 3.35 51 2.93 48 2.68 52 4.19 2.93

Kaiser’s measure of overall sampling adequacy KMO Bartlett’s

KMO .97 Bartlett’s p 0.001

Initial communality

.314 .859 25 50 51 1

Fabrigar 1999

skewness -1.23 0.75 kurtosis -1.06 1.56

eigenvalue 1 Scree test

3 simple structure

0.20 50

51 0.30 41 42

(50)

1-1 1-2 1-3 7 5 6 7 12 14 15 31 0.3 1-1 factor loading 0.92 0.40 26 27 4 16 20 18 17 21 19 24 3 2 22 16 9 30 8 32 48 20 18 1-2 0.84 0.50 3 28 29 33 28 1-3 0.49 0.90 10 34 13 11 23 1-1 1-2 0.66 1-1 1-3 0.76 1-2 1-3 0.55 2 0.38 0.81 40 35 25 6 38 37 39 36 52 49 38 3 0.65 0.77 47 4 44 46 45 43 44 2 3 r2,3 .16, p<.000

(51)

3 2 r1-1,2 -.09, p<.025; r1-2,2 -.18, p<.000; r1-3,2 .09, p<.025; r1-1,3 .43, p<.000; r1-2,3 .34, p<.000; r1-3,3 .49, p<.000 3 2 1-1 Cronbach’s 0.967 2.16 2.68 1.07 1.23 45.68 17.06 1-2 Cronbach’s 0.81 2.14 2.26 1.11 1.14 6.62 2.81 1-3 Cronbach’s 0.83 3.00 3.27 1.22 1.28 15.33 5.09 2 Cronbach’s 0.85 3 Cronbach’s 0.83 3-2-2 1-1 1-2 1-3 2 3 1-1 20 0.92 18 0.90 17 0.88 21 0.87 19 0.86 24 0.83 3 0.77 2 0.74 22 0.72 0.23 16 0.70 0.25 9 0.64 30 0.64 0.25 8 0.62 32 0.61 0.22

(52)

1-1 1-2 1-3 2 3 1 0.40 27 0.40 0.28 4 0.31 0.28 Cronbach’s 0.97 1-2 28 0.84 29 0.84 33 0.50 Cronbach’s 0.81 1-3 13 0.90 11 0.82 23 0.68 10 0.66 34 0.49 Cronbach’s 0.88 2 38 0.82 37 0.77 39 0.76 36 0.66 52 0.61 49 0.58 40 0.52 35 0.49 25 0.38 Cronbach’s 0.85 3 44 0.76 46 0.75 45 0.75

(53)

3-2-2 1-1 1-2 1-3 2 3 43 0.53 Cronbach’s 0.83 1 5 6 7 12 14 15 31 .2 1 1 1 1 1 r1-1,1-2 0.66; r1-1,1-3 0.76; r1-2,1-3 0.55 1 Cronbach’s 0.99 2

(54)

31 16 1 2 3 14 15 16 17 18 19 20 21 22 24 26 27 30 39.22 32.85 2.45 25 5 10 11 12 13 23 14.71 5.35 2.94 5 6 7 8 9 32 12.02 4.90 2.40 5

(55)

4 5 28 29 33 11.23 4.49 2.25 35 47 4 43 44 45 46 12.83 3.71 3.21 5 36 37 38 39 49 20.26 3.97 4.05 6 34 40 41 42 50 51 40 50 51 18.74 3.29 3.12 2 6.87 1.51 3.43 2.40 4.05 -.254 .466 -.732 .466 3 3 4.05 3.43 3.21 2.25 3-2-3

(56)

1 2 3 14 15 16 17 18 19 20 21 22 24 26 27 30 2.45 31 10 11 12 13 23 2.94 25 6 7 8 9 32 2.40 4 5 28 29 2.25

(57)

3-2-3 33 43 44 45 46 3.21 35 47 36 37 38 39 49 4.05 34 40 41 42 50 51 3.12 48 52 3.43

(58)

7 9 10 11 14 24 25 26 8 15 20 21 22 23 5 “ ” 1 2 3 4 5 6 8 12 13 16 17 18 19 27 28 29 30 17 30

(59)

/ 6 12 1 82 1219 6.7 6.7 81.2 48.2 1 2 1 6.7 2 8.2 20 22 10.6 21 “ ” 12.8 20 13.4 11 81.2 75 9 77.7 3 77.4 8 77.0 26 75.6 3-3-1 / / 1 15 18 25 1 82 31 1 41.3 34.5 93.6 79.31 1 41.3 15 34.5

(60)

92.3 9 91.8 10 11 91.1 3-3-1 30 80 17 50 3-3-1 7 71.6 89.7 9 77.7 91.8 10 70.9 91.1 11 81.2 91.1 14 48.6 87.0 24 68.2 92.3 25 71.3 69.7 26 75.6 93.6 15 28.6 34.5 20 13.4 83.1 21 “ ” 12.8 78.5 22 10.6 72.2 23 “ ” 31.1 88.0

(61)

3-3-1 1 6.7 41.3 2 8.2 65.1 3 77.4 89.6 4 “ ” 51.7 64.6 5 53.2 86.4 6 47.5 72.1 8 77.0 85.4 12 71.1 88.9 13 51.4 77.3 16 23.4 75.5 17 48.4 81.5 18 33.3 59.4 19 “ ” 33.5 75.8 27 40.9 87.2 28 51.9 88.0 29 39.8 63.8 30 68.4 90.5

(62)

1177 KMO Bartlett’s KMO .94 .90 Bartlett’s p 0.001 .30 .61 23 1 Fabrigar 1999 1 2 20 21 22 ± 2 1 2 7 1 3 5 3 .30 30 1 2 3 8 12 14 15 23 3 1 2 3 3-3-2 1 .39 .86 11 9 10 26 7 25 8 3 12 24 30 11 9 2 .41 .85 22 21 20 1 2 22 21 “ ”

(63)

3 .31 .68 11 29 16 27 28 19 14 15 17 18 6 5 13 4 23 29 28 1 2 .14 1 3 .58 2 3 .50 1 Cronbach’s .86 .24 .68 .42 .50 5.37 3.66 2 Cronbach’s .82 .10 .13 .31 .34 .52 .86 3 Cronbach’s .87 .24 .52 .42 .50 4.69 3.39 3-3-2 1 2 3 1 11 0.87 9 0.81 10 0.69 26 0.67 7 0.65

(64)

1 2 3 8 0.62 < 0.1 3 0.59 < 0.1 12 0.57 0.15 24 0.55 30 0.39 0.38 Cronbach’s 0.86 2 22 0.85 21 “ ” 0.84 20 0.82 1 0.42 0.15 2 0.41 0.14 Cronbach’s 0.82 3 29 0.68 16 0.65 27 0.64 28 0.60 19 “ ” 0.59 14 0.12 0.55 15 0.11 0.55 17 0.54

(65)

3-3-2 1 2 3 18 0.54 6 0.50 5 0.48 13 0.44 4 “ ” 0.39 23 “ ” ( ) 0.20 0.31 Cronbach’s 0.87 .2 3 1 3 8 3 .1 1 .62 3 3 .1 1

(66)

3 2 2 1 3 .15 2 .42 2 3 .14 2 .41 3 2 3 1 3 14 1 .12 3 .55 1 3 2 3 15 2 .11 3 .55 23 “ ” 2 .20 3 .31 2 3 2 15 23

(67)

14 7 7 9 10 11 24 25 26 73.79 88.47 3-3-3 “ ” 15 23 3 20 21 22

(68)

3-3-3 “ ” 1 2 3 8 12 30 11 4 5 6 13 16 17 18 19 27 28 29 43.18 75.60 3-3-3 3-3-3 7 9 10 11 24 25 26 73.79 88.47 14 20 21 “ ” 22 12.27 77.93 15

(69)

3-3-3 23 “ ” 4 “ ” 5 6 13 16 17 18 19 “ ” 27 28 29 1 2 3 8 12 30 43.18 75.60

(70)

34 Likert 34 1 3 5 6 7 8 9 10 11 12 13 14 18 20 21 22 23 24 25 26 29 32 34 23 2 4 15 16 17 19 27 28 30 31 33 11 1 5 5 1 2 14 14 18 28 29 11 2.07 3.23

(71)

3-4-1 0.95 1.28 0.23 0.78 0.18 0.86 2.80 5 3 17 M=3.23 16 M 3.06 19 26 M 3.02 5 M=2.07 3 M=2.20 23 M=2.28 19 5 26 32 30 10 3-4-1 1 2.45 3 2.20 5 2.07 6 2.97 7 2.82 8 2.47 9 2.41 10 2.95 11 2.83 12 2.81 13 2.64 14 2.75 18 2.83 20 2.71 21 2.96 22 2.48 23 2.28

(72)

26 3.02 29 2.71 32 2.60 34 2.59 2 2.57 4 2.69 15 2.90 16 3.06 17 3.23 19 3.02 27 2.90 28 2.69 30 2.89 31 2.96 33 2.94 KMO Bartlett’s KMO .97 .90 Bartlett’s p 0.001 .420 .872 2 .350 4 .190 1 Fabrigar 1999 skewness -.230 .781 kurtosis -.861 .175 1 2 3-4-2 1 2

(73)

1 factor loading 0.686 0.876 13 11 12 25 24 10 7 14 20 26 9 22 3 18 6 21 23 1 8 5 32 29 34 23 2 0.363 0.766 19 31 27 15 17 16 30 33 28 2 4 … 11 0.531 1 Cronbach’s .97 2.05 3.01 2.64 .98 1.19 60.16 19.78 2 Cronbach’s .90 2.77 3.44 2.89 .95 1.28 34.19 8.34

(74)

1 2 1 13 0.88 11 0.85 12 0.85 25 0.83 24 0.82 10 0.82 7 0.80 14 0.79 20 0.79 26 0.78 9 0.78 22 0.77 3 0.75 18 0.75 6 0.74 21 0.73 23 0.71 1 0.70 8 0.69 5 0.67 32 0.67 29 0.66 34 0.64 Cronbach’s = 0.97 2 19 0.77 31 0.74 27 0.72 15 0.71 17 0.71

(75)

3-4-2 1 2 16 0.70 30 0.70 33 0.70 28 0.68 2 0.45 4 0.36 Cronbach’s = 0.90 .2 1 2 1 2.64 60.16 19.777

(76)

3 3-4-3 1 3 5 6 7 8 9 10 11 12 13 14 18 20 21 22 23 24 25 26 29 32 34 2.64 2 4 15 16 . 17 2.89

(77)

3-4-3 19 27 28 30 31 33

(78)

3 4 5 6 2 4 2 3-5-1 3-5-1 1 1 2 3 2 × × 3 × 4 × × 5 × 6 × 7 8 × 1 1102 90.6 107 8.8 8 0.7 3-5-2

(79)

3-5-2 1 1102 90.6 2 107 8.8 3 8 0.7 1217 99.3 2 1102 580 52.6% 457 41.5% 385 34.9% 280 25.4% 228 20.7% 224 20.3% 3-5-3 3-5-3 1 580 52.6 2 457 41.5 3 385 34.9 4 280 25.4 5 228 20.7 6 224 20.3 7 141 12.8 8 79 7.1 9 53 4.8 10 20 1.6 1102 3 70 60.9% 51 44.3% 44 38.3% 3-5-4

(80)

1 70 60.9 2 51 44.3 3 44 38.3 4 40 34.8 5 32 27.8 6 27 23.5 7 26 22.6 8 25 21.7 9 17 14.8 10 8 7.0 11 8 7.0 12 6 5.2 13 5 4.3 14 1 0.9 109 4 70 60.9% 51 44.3% 44 38.3% 40 34.8% 3-5-5 3-5-5 1 70 60.9 2 51 44.3 3 44 38.3 4 40 34.8 5 32 27.8 6 27 23.5 7 26 22.6 8 25 21.7

(81)

3-5-5 9 17 14.8 10 8 7.0 11 8 7.0 12 6 5.2 13 5 4.3 14 1 0.9 115 5 109 70 64.2% 23 21.1% 3-5-6 3-5-6 1 70 64.2 2 23 21.1 3 6 5.5 4 4 3.7 5 4 3.7 6 2 1.8 109 6 111 53 5 58 52.3% 46 4 50 45.0%

(82)

1 18 16.2 2 50 45.0 3 58 52.3 4 12 10.8 5 7 6.3 111 = 7 707 59.5 684 57.6 482 40.6 465 39.1 314 26.4 293 24.7 233 19.6 112 9.4 35 2.9 37 3-5-8 3-5-8 1 233 19.6 2 112 9.4 3 465 39.1 4 707 59.5 5 293 24.7 6 482 40.6 7 314 26.4 8 684 57.6 9 35 2.9 1225 8 755 63.3 754 63.2

(83)

658 55.1 … 624 50.9 198 16.6 28 2.3 32 3-5-9 3-5-9 1 658 55.1 2 754 63.2 3 755 63.3 4 … 624 50.9 5 198 16.6 6 28 2.3 1225 9 _________ … 1007 82.2 17.8 812 66.3 33.7 632 51.6 48.4 448 36.6 63.4 364 29.7 70.3 80 30

(84)

12.8 % 77 9.5% 181 28.6% 127 20.1% 68 10.8% 66 10.4% 138 30.8% 93 20.8% 44 9.8% 97 26.6% 86 23.6% 30 8.2% 27 7.4% 3-5-10 3-5-10 402 39.9% 223 22.1% 87 8.6% 348 42.9% 104 12.8% 77 9.5% 181 28.6% 127 20.1% 68 10.8% 138 30.8% 93 20.8% 44 9.8% 97 26.6% 86 23.6% 30 8.2% Likert 5 4 3 2 1 1

(85)

2.76 2.90 1.083 1.236 -.121 .002 -.821 .286 5 3 2.90 1.236 10 Likert 5 4 3 2 1 58 4.7 90.2 93.0 7.0 9.8 56 4.6 84.9 86.9 13.1 15.1 1. 7 58 3.66 4.22 .937 1.005 -.244 -1.204 -.355 1.065 5 3 M=4.22 M=4.03 M=3.99 M=3.99 3-5-11

(86)

1 1124 3.99 0.93 2 1129 3.99 0.93 3 1106 3.66 0.96 4 1133 4.22 0.97 5 1099 3.80 0.97 6 1132 4.03 1.00 7 58 3.43 1.04 2. 7 56 2.21 2.87 .876 1.098 -.063 .401 -.434 .541 33.9 73.2 M=2.02 M=2.21 3-5-12 3-5-12 1 1056 2.45 0.96 2 1060 2.44 0.93 3 1044 2.87 0.87 4 1061 2.52 1.09 5 1036 2.65 0.91 6 1060 2.21 1.01 7 56 2.79 0.84

(87)

16 / 3 2 6 6-1 A B C A B C D

(88)

16 0 1 2 3 1 R Square 18 p .001 0 1 2 3 1 2.8 p .001 1.5 p .001 22.3

Standardized Coefficients Beta

0.425 p .001

0.297 0.211 p

.001 0.295 0.218

-0.122 p<.001

(89)

1. 1 17 3.0 1.5 p .001 21.4 0.28 0.224 -0.118 p<.001 2. 2 / / 14.2 1.8 1.9 p <.001 / 17.8 0.273 -0.139 0.174 p<.001 3. 3 18.5 2.7 2.0 1.2 p <.001 24.4 0.290 0.202 -0.154 -0.113 p<.001

(90)

4. 4 3.8 p .001 2.1 p<.001 1.0 p .002 6.9 0.179 -0.158 -0.102 p<.001 5. 5 3.6 p .001 2.1 p<.001 1.3 p<.001 6.7 0.156 0.191 -0.120 p<.001 6. 6 7.6 p<.001 1.9 p<.001 9.5 0.253 0.140 p<.001 7. 7

(91)

10.9 1.4 12.3 0.334 -0.120 p<.001 8. 8 15.4 p<.001 1.3 p<.001 16.6 0.347 0.124 p<.001 6-1-1 TRC** 18 TRA** 2.8 Sal** 1.5 TRC** 17 TRA** 3.0 Sal** 1.5 TRC** 14.2 Sal** 1.8 TRA** 1.8 TRC** 18.5 TRA** 2.7 Edu** 2.0 TRC** 3.8 Edu** 2.1 Loc* 1.0 TRC** 3.6 Age** 2.1 Sal** 1.3 TRC** 7.6 Tmr** 1.9 TRC** 10.9 Sal** 1.4

(92)

Occ Tsr Tfr Tmr 2 R Square 2.0% 3 * p .006 ** p .001 *** p .000 dummy coding 5 1. 2. 3 4. 5. 4. 5. 3 x1 x2 1 0 0 1 0 0 16 5 6 7 8 9 10 0 2 3

(93)

4 1 R Square 1.6 p .001 R Square 1.5 Standardized Coefficient .127 p .001 1. 1 1 R Square 3.1 p .001 1.6 p .001 1 Standardized Coefficient .176 p .001 1 .173 p .001 .125 p .001 1 1 3.1 2. 2

(94)

1 R Square 2.8 p .001 2.0 p .001 2 .168 p .001 2 .173 p .001 -.143 p .001 2 2 2.8 3. 3 3 5 6 7 8 9 10 0 2 3 4 1 R Square 2.1 p .001 4 0 1 2 3 1 1.2 p .001 — — — 2 3

(95)

3 .146 p .001 3 .115 p .001 .112 p .001 .001 3 3 2.1 6-1-2 Tmr** 1.6 Tmr** 3.1 Edu** 1.6 TRA** 2.8 Edu** 2.0 Tsr** 2.1 TRC** 1.2 1 TRC TRA

Sal Edu Loc Gen Age

Occ Tsr Tfr

Tmr

2 R Square 2.0%

(96)

.001 -.124 p .001 6-1-3 ** 65.5 ** 1.5 1 65.0 p .001 5.2 p .001 2.7 p .001 .550 p .001 .261 p .001

(97)

.194 p .001 1 1 67.8 3.8 1.6 1.7 .001 .461 p .001 .208 p .001 .156 p .001 .205 p .001 2 1 34.0 6.2 4.9 3 1.6 .001

(98)

.279 p .001 .276 p .001 -.126 p .001 1 1 2 3 1 1 82.4 2 34

(99)

6-1-4 ** 65.0 ** 5.2 ** 2.7 ** 67.8 3.8 ** 1.5 ** 34.0 ** 6.2 ** 4.9 66.9 1.8 .001 .799 p .001 -.136 p .001 4. 4 1. 2. 3. 5.

(100)

2. 3. 4. 5. 6. 7. 9. 0. 1. 1.5 p .001 .298 p .001 -.165 p .001 .154 p .001 1 12.8 p .001 2.7 p .001 .363 p .001 -.163 p .001 2 15.3 p .001 2.2 p .001 1.9 p .001 2

(101)

.289 p .001 -.154 p .001 .174 p .001 6-1-5 TRC 14.8 Sal 2.6 TRA 1.5 TRC 12.8 Edu 2.7 TRC 15.3 Sal 2.2 TRA 1.9 0 3 R Square 26.1 p .001 R Square Change 4.1 p .001

(102)

3

Standardized Coefficients Beta 0.328 p .001

3 0.188 p .001 2 0.151 p .001 0.163 p .001 3 6-1-6 ** 26.1 4.1 2.2 .547 .503 .513 .001

(103)

… R Square 33.0 p .001 3.1 p .001 R Square Change 1.2 p .001 0.398 p .001 0.216 p .001 0.120 p .001

(104)

--1 Full model

2

(105)

7-1 .724, p<.001; .220, p<.001 -.161, p<.001; .220, p<.001 .101, p=.01 .220, p<.001 -.121, p<.001 .147, p<.001 .123, p<.001 -.132, p<.001 -.161* .220* .103(p .01 .724* -.121* .147* .123* -.132* -.068(p .01 * p<.001

(106)

2005 2000 2004 2005 20 11.6 2000 29.5 1,056 20 74.3 2000 2,540 1,040 25 11 2 2004 1999

(107)

52

1,225

2.93

3 4.05

(108)

50 2.80 2.64 2.89 1225 115 1102 90.6 107 8.8 8 0.7 580 52.6%

(109)

457 41.5% 385 34.9% 70 60.9% 51 44.3% 44 38.3% 70 60.9% 51 44.3% 44 38.3% 40 34.8% 70 64.2% 23 21.1% 58 52.3% 45 45% 707 59.5 684 57.6 482 40.6 465 39.1 658 55.1 754 63.2 658 55.1 … 624 50.9 402 39.9% 223 22.1% 87 8.6%

(110)

7.6 3.8 3.6

2.8 3.0 2.7

(111)

30 6.7 ~81.2 48.2

(112)

(113)

e 2004 2005 7 http://www.libertytimes.com.tw/2004/new/sep/18/today-life1.htm e 2005 2005 7 http://www.epochtimes.com/gb/5/5/29/n937332.htm e 2005 2005 7 http://www.epochtimes.com/b5/5/5/29/n937370.htm 2003 2005 7 http://www.dortp.gov.tw/rdortp/tanmu05_03.htm ( 93) 2001 1987 59 5 15-16 1994 2004 1999 1999 64 30-35. 2000 7 59-64 1999 1999/12/23 2005 1995 6 135-142 2003 2000 - 2005 7

(114)

Albarracin, D., Johnson, B. T., Fishbein, M., & Muellerleile, P. A.(2001).Theories of reasoned action and planned behavior as models of condom use: A meta-analysis. Psychological Bulletin, 127, 142-161.

Ajzen, I., & Fishbein, M(1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice-Hall.

Ajzen, I., & Madden, T. J.,(1986). Prediction of goal-directed behavior: Attitudes, intentions, and perceived behavioral control. Journal of Experimental Social Psychology, 22, 453-474.

Brehm, Kassin & Fein 2005 . Social Psychology. Charles Hartford.

Chaiken,S.(1980).Heuristic versus systematic information processing and the use of source versus message cues in persuasion. Journal of Personality and Social Psychology, 39,752-766.

Chaiken,S.(1987). The heuristic model of persuasion. In M. P. Zanna, J.M.Olson, & C.P.Herman (Eds.), Social influence:The Ontario symposium(Vol.5,pp.3-39.) Hillsdale,NJ:Erlbaum.

Chaiken,S., & Maheswaran,D.(1994).Heuristic processing can bias systematic processing :Effects of source credibility, argument, ambiguity, and task

importance on attitude judgment. Journal of Personality and Social Psychology, 66, 460-766470.

Conner,M.,Norman, P., & Bell, R.(2002).The theory of planned behavior and healthy eating. Health Psychology, 21, 194-201.

Elliott, A.J., Armitage, C.J., & Baughan, C.J.(2003).Drivers’compliancewith speed

limits: An application of the theory of planned behavior. Journal of Applied Psychology, 88,964-972.

Petty,R.E., & Cacioppo, J.T. (1986) Communication and persuasion: Central and peripheral routes to attitude change. New York: Spring-Verlag.

(115)

1. 2. 3. 4. 5. 6.

(116)

2005 12 2006 1379 945 315 33.3% 202 21.4% 123 13% 305 32.3%

(117)

(1) (2) (3) (4) (5) 945 355 (38.7%) ( 72.1%) 75% 266 22.5% 65.7% 24.5% ( 2 3,915 240.06) 64.9% 34.9% (r=0.62) 2 2,903 134.94) 318 (33.9%) 620 (66.1%) 1.

(118)

1. 2. (1) (2) 1. ( ) (1) (2) 2. (1)

(119)

(

r

= .50 .72) (2) (

r

= -.27) (

r

=-.19)

(120)

Slovic(2000)

(121)

WORLDVIEWS

AFFECT

Perceptions of risk Acceptance of risk Trust Benefit

Knowledge

(123)

(124)

(125)

(126)

(127)

(128)

I.

25 14

11

6/32 6/20

(129)

(130)

1. (1) (2) (3) 2. (1) (2) (3) (4) 3. (1)

(131)

(2) (3) 4. (1) (2) (3) III.

(132)

(1) 2005 09 (2) A. 74 B. 74 1.5km C. (3) 12 23 25 5 (4) (5) (6) (7) 2005/9 2005/10 11 2006/1 (8) (a) (b)

(133)

(c) (9) (10) (a) ; (b) ; (c)

(134)

94 95 1. 94 10 11 2. 1500 500 3. 35 (1995) 4.

(135)

5.

24

rank abundance curve

6.

7.

(136)

動物放生行為之社會學與心理學研究－總計畫：動物放生的個人知識、信念、態度、與行為

總計畫：動物放生的個人知識、信念、態度、與行為

中 華 民 國 95 年 10 月 30 日

A

B a

=

∑

∑

∑

∑

∑

r

r

r

WORLDVIEWS

AFFECT

Knowledge

Experience

r

p

r

p

r

p

r

p

N

n

M

r

p

r

p

M

M

M

M

M

M

r

p

中華民國 95 年 10 月 30 日