建構參與者對台灣地方節慶活動效益認知模式之研究

Study of Construct and Measure a Model for People's Benefit Recognition of Local Festival Events in Taiwan

劉照金(Chao-Chin Liu) ； 劉一慧(Yi-Hui Liu) ； 孟祥仁(Hsiang-Jen Meng)

《人文社會科學研究》 2卷2期 (2008/12) Pp. 141-162

https://doi.org/10.6284/NPUSTHSSR.2008.2(2)7

摘要

本研究主要目的在建構參與者對台灣地方節慶活動效益認知模式，並探討參與者體驗行銷、涉入程度及忠誠度對地方節慶活動效益認知之關係。本研究方法採問卷調查法，參考相關文獻與研究，發展「參與者對地方節慶活動參與意見調查表」為工具，以台灣地區居民為對象，探討參與者對主要節慶活動之效益認知，共發放900份問卷，回收有效問卷850份，利用線性結構模型來驗證本研究之架構(AMOS_16)，其結果如下：(1)本研究所建構參與者對台灣地方節慶活動之觀察資料和理論模式適配良好；(2)參與者對地方節慶活動的體驗行銷與涉入程度對效益認知深具影響力，兩者均直接正向顯著影響效益認知，整體模式各變數對效益認知解釋總變異量為69%，其中以體驗行銷影響最大；(3)不同忠誠程度參與者對地方節慶活動效益認知影響模式有顯著不同，即不同參與者節慶活動忠誠度會干擾其效益認知。綜合前述結果得到結論如下：本研究所提的地方節慶活動效益認知的理論模式上得到驗證，節慶活動內容若能讓參與者有豐富體驗與興趣，可提昇參與者對地方節慶活動的效益認知，而且參與者對地方節慶活動忠誠度會干擾地方節慶活動的效益認知。

關鍵字

地方節慶活動 ； 體驗行銷 ； 涉入程度 ； 忠誠度 ； 效益認知

並列摘要

Local governments pay more and more attention to festival events, promoting special local activities and traditional culture in order to develop their economies. However, the key factors for a successful festival event include not only the government and local councils' plans and implementations, but also residents' participation behaviors and awareness. Therefore, the purpose of this study was to construct a model of benefit recognition of festival events, and to compare different loyal levels and people's benefit recognition model of festival events. The method of this paper included the usage of a self-devised ”Questionnaire of Festival Event Participations and Feedback.” It was developed using previously published literature. Residents of Taiwan were questioned to reveal their benefit recognition of festival events in various regions. 850 out of 900 distributed questionnaires were validly and the data analysis was performed by the structural equation modeling (AMOS 16 statistics software). The result is follows: (1) The observed data fitted the aforementioned theoretical' model that construct of benefit recognition towards festival events was well. (2) People's benefit recognition was shown to have been strongly affected by their experiential marketing and involvement level in local festival events. Both experiential marketing and involvement level were significant direct positive influences on benefit recognition, and the total explained variance of the whole model was 69%. Of the two the experiential marketing displayed stronger results. (3) There were significant differences of benefit recognition model on different people's satisfaction levels of festival events, in other words, different people's loyal levels of festival events interfere their benefit recognition. In conclusion, based on the findings of the study, the effects of the model of benefit recognition of festival events was supported, and loyalty with festival events enriches people's experience and stimulates future interests. It can help promote people's recognition of the benefits of local festival events, and people's benefit recognition will interference by their loyal level.

並列關鍵字

festival events ； experiential marketing ； involvement ； loyalty ； benefits recognition

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