[[alternative]]A Study of Behavioral Intention toward Participation in Arts and Cultural Activities using Theory of Planned Behavior: The Case of Students of a High School in Yunlin County

[[abstract]] 藝文的發展是一個國家文明進步的象徵，而對此活動之興趣需從小培養。因此，了解青少年參與藝文活動之喜好及影響因素，以提升其參與意願與興趣，為本研究之目的。 本研究以計畫行為理論為基礎，建立研究架構，使用自編之問卷進行量化調查，對象為雲林縣某高中之學生，共發出300份問卷，回收有效問卷為270份，以描述性統計分析、t檢定、單因子變異數分析及結構方程式等統計方法進行驗證分析，再就模式驗證的結果進一步探討模式中的態度、主觀規範和知覺行為控制對參與藝文活動意向之影響情形。 研究結果顯示，研究對象參與藝文活動的次數偏低，在過去一年中，大部分只參與過1-3次。一起參與活動的同伴以同學、朋友居多，最常參與和最想參與的活動類型均以「電影」佔最多數，但對傳統藝文類型則較不感興趣。態度、主觀規範、知覺行為控制及行為意向會因背景變項不同而有部分差異，且依路徑分析結果得知，除知覺行為控制對行為意向無直接效果外，態度及主觀規範對行為意向皆有正向顯著的影響。因此建議若想提昇青少年對藝文活動的參與率，可針對態度及主觀規範方面著手。[[abstract]] Arts and cultural development is an indicator of civilization of a nation. One's interest in arts and cultural activities should be nurtured since childhood. This study explored preferences for arts and cultural activities as well as factors affecting the preferences among adolescents. The goal of this study was to increase adolescents’ interest and intention toward participating in arts and cultural activities. The research structure was based on Theory of Planned Behavior (TPB). A self-developed questionnaire was administered to students of a high school in Yunlin County. 300 copies of the questionnaires were distributed, and 270 valid responses were returned. The data were analyzed using methods including descriptive statistics, t-test, one-way ANOVA, and structural equation modeling to explore the effects of attitude, subjective norms, and perceived behavior control on intentions to participate in arts and cultural activities. Results indicated that the frequency of attending arts and cultural activities among the respondents was low, as most of the respondents attended only 1~3 activities over the last year. Most respondents attended the activities with their classmates or friends, and “movies” were the type of activities they most frequently attended and liked to attend most. They showed low interest in traditional arts and cultural activities. The respondents’ attitude, subjective norms, perceived behavior control, and behavioral intentions differed on some demographic variables. The path analysis results indicated that except perceived behavioral control, all the independent variables had a significant and positive effect on behavioral intention. In other words, attitude and subjective norms should be the primary focuses in improving adolescents’ participation in arts and cultural activities