近年來，部份成年人傾向能重溫童年時光的懷舊活動，並藉此情感力量面對生活挑戰，而產生「Kidulting」的現象。過去的文獻中，計畫行為理論常被用來預測、解釋行為的決策過程，由於Kidulting為新興現象，因此這方面的研究也較稀缺。本研究以該理論作為框架，並由進行Kidulting動機切入，透過比較線上與實體這兩種情境，探討Kidulting活動中懷舊、好奇心、享受、價值表達性自我增強與放鬆等五項動機，如何影響成年人的知覺行為控制、主觀規範、態度及推薦意圖，最後分析這兩種情境下結果的差異。本研究透過問卷取得376份有效問卷 (線上情境188份、實體情境188份)，並進一步使用Partial Least Squares方法找出構面間的關係。研究數據實證發現懷舊動機、放鬆動機影響對Kidulting的態度，價值表達性自我增強動機對主觀規範有影響，態度對Kidulting意圖、推薦Kidulting有影響。

In recent years, some adults are inclined towards engaging in nostalgic activities that allow them to relive their childhood memories so as to gain emotional strength to cope with one life's challenges. This phenomenon is known as kidulting. In previous literature, the Theory of Planned Behavior (TPB) has often been utilized to predict and explain decision-making processes. However, then application of this theory to kidulting remains scarce due to the novelty of the kidulting phenomenon. Using the theory of planned behavior as the theoretical framework, this study delves into the motivations behind engaging in kidulting activities by examining how five motivations—nostalgia, curiosity, enjoyment, value expressive ego-enhancement, and relaxation—will affect perceived behavioral control, subjective norms, attitudes, and how these latter constructs affect kidulting intention and kidulting recommendation. A total of 376 valid survey responses were collected (188 for the online kidulting and 188 for the physical kidulting). Partial least squares method revealed that nostalgia and relaxation positively influence attitude, value expressive ego-enhancement positively influences subjective norm, and attitude affects both kidulting intention and kidulting recommendation positively.

論文審定書 i
摘要 ii
ABSTRACT iii
目錄 iv
圖目錄 vi
表目錄 vii
第一章 緒論 1
第一節 研究動機與目的 1
第二節 研究流程 3
第二章 文獻探討與假說建立 4
第一節 計劃行為理論 4
第二節 進行KIDULTING的動機 5
第三節 推薦KIDULTING 7
第三章 研究方法 8
第一節 研究架構與假說路徑 8
第二節 研究構面 9
第三節 操作型定義與研究問項 9
第四節 問卷施測與分析工具 13
第四章 數據分析 14
第一節 樣本結構(線上) 14
第二節 研究構面分析(線上) 16
第三節 假說驗證(線上) 20
第四節 樣本結構(實體) 23
第五節 研究構面分析(實體) 24
第六節 假說驗證(實體) 27
第五章 結論與建議 30
第一節 結論與討論 30
第二節 理論貢獻 32
第三節 實務意涵 33
第四節 研究限制與未來方向 33
參考文獻 34

一、 中文文獻
康樂(Aug 2023)。童心未泯真的很好：我們之所以變老，是因為不再玩
樂。cacao可口(available online at https://cacaomag.co/kidult/)

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