基于行为意向的环境解说系统使用机制研究
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摘要
环境解说是沟通游客、环境资源及资源管理机构间的桥梁与纽带。通过人员或非人员的解说方式能够增进游客对自然生态、文化资源的了解,提升游憩质量,启发游客建立起生态环境保护的信念与行动,对景区发展及生态环境保育具有举足轻重的作用。环境解说系统的研究一直是学者研究游客与环境问题的重点和热点,而游客使用环境解说系统的行为研究是一切关于环境解说各方面研究的基础和必须解决的关键问题,因此,游客使用环境解说系统行为的特点,行为发生过程中的影响因素以及这些因素对使用行为的作用机理等问题都需亟待解决,而这些问题正是本文的研究重点。
本文基于行为意向研究的计划行为理论(TPB)与技术接受模型(TAM),构建了游客使用环境解说系统行为意向的理论模型(Model of Behavioral Intention through Environmental Interpretation, MBIEI),运用AMOS和SPSS两大计量软件的相关统计分析方法对740份有效问卷进行数理分析,探讨游客使用环境解说系统行为发生的机制,研究结果表明：
运用结构方程模型对本文所构建的MBIEI模型与实证调查数据进行拟合,发现无论是整体拟合度还是模型内在结构评价都符合标准指标范围,拟合度良好,可做为游客使用环境解说系统行为发生机制的解释及预测模型。同时,基于MBIEI模型提出的关于行为意向形成的相关理论假设都得到了不同程度的验证。
在研究过程中发现：有用性认知、易用性认知、情感成分、次群体规范、自我效能及便利条件等行为信念是游客使用环境解说系统行为意向形成的直接决定变量,对行为意向的形成具有显著正向影响。
通过“效果系数”对MBIEI模型进行有效解释以揭示MBIEI模型构成要素对游客行为意向形成的影响效果,通过分析发现：行为控制认知对行为意向的总效果为最大、其次为主观规范、行为态度对行为意向总效果为最弱,这三个潜在自变量对行为意向的总效果皆为大效果；可观察变量中就总效果而言,次群体规范对行为意向总效果为最大,是决定行为意向形成的最主要因素。
通过应用单因素方差、多重比较分析方法对游客人口学特征如性别、年龄、教育水平、收入等因素是否会对使用环境解说系统行为意向相关变量存在着显著影响进行分析,结果发现：除了有用性认知及次群体规范外,MBIEI模型中的其他构成变量都会受游客背景因素影响。
基于游客使用环境解说系统行为机制研究结论的基础上,本文从解说系统构成三要素环境资源、解说对象及解说媒介出发,结合IFM和SMRM解说规划模式,以福州国家森林公园为案例,对构建环境解说系统进行实证研究,提出切实可行的发展建议和对策,指导实践工作。
Environmental interpretation is the bridge and link between tourists, environmental resources and resources management agency. Personal interpretation or non-personal interpretation can encourage tourists'understanding of natural ecology and cultural resources improve the quality of recreation and inspire tourists set up eco-environmental protection beliefs and actions, which plays a decisive role in the development of scenic spots and the conservation of eco-environment. Environmental interpretation has been the focus and hot issues of academic researches on tourists and environmental problems, while Studies on tourists'behavior of using environmental interpretation are the foundation of all aspects of researches on environmental interpretation as well as the key issue which is to be addressed.What characteristics of tourists'behavior of using environmental interpretation system and what factors affecting tourists'behavior of using environmental interpretation system as well as the mechanism of those factors are problems crying out for solutions,which are also the key of this paper.
This paper set up a theoretical model of Model of Behavioral Intention through Environmental Interpretation (MBIEI) on the basis of theory of planned behavior (TPB) and Technology Acceptance Model (TAM).740 valid questionnaires were analyzed mathematically with the application of AMOS and SPSS, the two statistic analysis software, to explore the occurring mechanism of tourists' behavior of using environmental interpretation system. The results showed that:
After fitting of MBIEI set up in this paper and field data by the use of structural equation model, it is found that both the goodness of fitting and the appraisal of the internal structure of the model are in line with the scope of standards even quite good, thus the model of MBIEI can be used as the explanation and prediction model of the occurring mechanism of behavior of tourists'using environmental interpretation system. Meanwhile, relevant theoretical assumptions proposed based on had been verified in varying degrees.
Behavioral beliefs, such as perceived usefulness, perceived ease of use, affective components, secondary group norms, self efficacy and perceived facilitation are variables that determines the behavioral intentions of tourists'using environmental interpretation system directly and also have positive impacts on the formation of behavioral intentions.
This paper made an effective explanation of MBIEI through effect coefficient in order to reveal the effects of constituent elements of MBIEI on the formation of tourists' behavioral intentions. It was found by analyzing that there were three potential variables that had great effects on behavioral intentions, and they were perceived behavioral control, subjective Norms and behavioral attitude, stating from the greatest one to the least one. An observable variable in terms of overall effect, secondary group norms had the greatest effects on behavioral effects and was also the most important factor in the formation of behavioral intentions.
This paper analyzed whether tourists demographic characteristics such as gender, age, education level, income and other factors had significant effects on those relevant variables of behavioral intentions of tourists' using environmental interpretation system or not with the application of methods of factor analysis of variance and multiple comparison analysis. The results were that, components of MBIEI were all influenced by the background of tourists except perceived usefulness and secondary group norms.
On the basis of conclusions of the study on behavioral mechanism of tourists'using of environmental interpretation system, beginning with the three components:natural resources, the object of interpretation, and the media of interpretation, this paper did empirical study of the construction of environmental interpretation system taking Fuzhou National Forest Park as a case, put forward practical and solutions to guide practical work.
本文基于行为意向研究的计划行为理论(TPB)与技术接受模型(TAM),构建了游客使用环境解说系统行为意向的理论模型(Model of Behavioral Intention through Environmental Interpretation, MBIEI),运用AMOS和SPSS两大计量软件的相关统计分析方法对740份有效问卷进行数理分析,探讨游客使用环境解说系统行为发生的机制,研究结果表明：
运用结构方程模型对本文所构建的MBIEI模型与实证调查数据进行拟合,发现无论是整体拟合度还是模型内在结构评价都符合标准指标范围,拟合度良好,可做为游客使用环境解说系统行为发生机制的解释及预测模型。同时,基于MBIEI模型提出的关于行为意向形成的相关理论假设都得到了不同程度的验证。
在研究过程中发现：有用性认知、易用性认知、情感成分、次群体规范、自我效能及便利条件等行为信念是游客使用环境解说系统行为意向形成的直接决定变量,对行为意向的形成具有显著正向影响。
通过“效果系数”对MBIEI模型进行有效解释以揭示MBIEI模型构成要素对游客行为意向形成的影响效果,通过分析发现：行为控制认知对行为意向的总效果为最大、其次为主观规范、行为态度对行为意向总效果为最弱,这三个潜在自变量对行为意向的总效果皆为大效果；可观察变量中就总效果而言,次群体规范对行为意向总效果为最大,是决定行为意向形成的最主要因素。
通过应用单因素方差、多重比较分析方法对游客人口学特征如性别、年龄、教育水平、收入等因素是否会对使用环境解说系统行为意向相关变量存在着显著影响进行分析,结果发现：除了有用性认知及次群体规范外,MBIEI模型中的其他构成变量都会受游客背景因素影响。
基于游客使用环境解说系统行为机制研究结论的基础上,本文从解说系统构成三要素环境资源、解说对象及解说媒介出发,结合IFM和SMRM解说规划模式,以福州国家森林公园为案例,对构建环境解说系统进行实证研究,提出切实可行的发展建议和对策,指导实践工作。
Environmental interpretation is the bridge and link between tourists, environmental resources and resources management agency. Personal interpretation or non-personal interpretation can encourage tourists'understanding of natural ecology and cultural resources improve the quality of recreation and inspire tourists set up eco-environmental protection beliefs and actions, which plays a decisive role in the development of scenic spots and the conservation of eco-environment. Environmental interpretation has been the focus and hot issues of academic researches on tourists and environmental problems, while Studies on tourists'behavior of using environmental interpretation are the foundation of all aspects of researches on environmental interpretation as well as the key issue which is to be addressed.What characteristics of tourists'behavior of using environmental interpretation system and what factors affecting tourists'behavior of using environmental interpretation system as well as the mechanism of those factors are problems crying out for solutions,which are also the key of this paper.
This paper set up a theoretical model of Model of Behavioral Intention through Environmental Interpretation (MBIEI) on the basis of theory of planned behavior (TPB) and Technology Acceptance Model (TAM).740 valid questionnaires were analyzed mathematically with the application of AMOS and SPSS, the two statistic analysis software, to explore the occurring mechanism of tourists' behavior of using environmental interpretation system. The results showed that:
After fitting of MBIEI set up in this paper and field data by the use of structural equation model, it is found that both the goodness of fitting and the appraisal of the internal structure of the model are in line with the scope of standards even quite good, thus the model of MBIEI can be used as the explanation and prediction model of the occurring mechanism of behavior of tourists'using environmental interpretation system. Meanwhile, relevant theoretical assumptions proposed based on had been verified in varying degrees.
Behavioral beliefs, such as perceived usefulness, perceived ease of use, affective components, secondary group norms, self efficacy and perceived facilitation are variables that determines the behavioral intentions of tourists'using environmental interpretation system directly and also have positive impacts on the formation of behavioral intentions.
This paper made an effective explanation of MBIEI through effect coefficient in order to reveal the effects of constituent elements of MBIEI on the formation of tourists' behavioral intentions. It was found by analyzing that there were three potential variables that had great effects on behavioral intentions, and they were perceived behavioral control, subjective Norms and behavioral attitude, stating from the greatest one to the least one. An observable variable in terms of overall effect, secondary group norms had the greatest effects on behavioral effects and was also the most important factor in the formation of behavioral intentions.
This paper analyzed whether tourists demographic characteristics such as gender, age, education level, income and other factors had significant effects on those relevant variables of behavioral intentions of tourists' using environmental interpretation system or not with the application of methods of factor analysis of variance and multiple comparison analysis. The results were that, components of MBIEI were all influenced by the background of tourists except perceived usefulness and secondary group norms.
On the basis of conclusions of the study on behavioral mechanism of tourists'using of environmental interpretation system, beginning with the three components:natural resources, the object of interpretation, and the media of interpretation, this paper did empirical study of the construction of environmental interpretation system taking Fuzhou National Forest Park as a case, put forward practical and solutions to guide practical work.
引文
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