遊客涉入程度、知覺價值與行為意圖關係之研究─以雲林縣音樂嘉年華會為例

The Relationship Among Involvement, Perceived Value And Behavioral Intentions Of The Yunlin Music Festival

莊茹倩(Ju-Chien Chuang) ； 田麗(Li Tien) ； 鐘志強(Chih-Chiang Chung)

《休閒運動期刊》 9期 (2010/07) Pp. 73-84

https://doi.org/10.29909/IWCMAT.201007.0009

摘要

近年來，全台灣各地引起一股舉辦節慶活動的熱潮，然而，在政府與民營機關爭相辦理的同時，能否達到活動品質的把關及遊客參與的認同是極為關切的議題。本研究將以雲林縣音樂嘉年華會之遊客為研究對象，主要探討遊客涉入程度、知覺價值與行為意圖之關係，並以涉入程度量表、知覺價值量表與行為意圖量表做為研究工具，立意抽樣法進行取樣，問卷共發放150份，有效問卷共計121份，最後，將以描述統計、因素分析、信度分析與多元迴歸等統計分析方法進行資料處理。分析結果發現：（一）樣本背景以女性、雲林地區、21～30歲、學生、月收入10,000元以下、其它管道獲取資訊及與家人親戚共同前往者的遊客最多； （二）遊客對於涉入程度以愉悅性最為認同，知覺價值以人文藝術最為認同，行為意圖以繼續參與最為認同；（二）涉入程度、知覺價值與行為意圖具有顯著正相關；（三）以線性迴歸模式檢定發現涉入程度之愉悅性及知覺價值對行為意圖具有預測能力，且以知覺價值之預測力最高。

關鍵字

節慶 ； 活動品質 ； 涉入程度 ； 知覺價值 ； 行為意圖

並列摘要

In recent years, the whole Taiwan causes an upsurge that holds a festival activity, however, when the government and the privately operated institution struggled which handled, whether achieved the approval which the active quality the check and the tourist participation is anxiously for the kind subject. The study objects are the tourists of Yunlin Music Festival. The purpose of this study is to investigate the Relationship Among Involvement, Perceived Value and Behavioral Intentions. Research instruments included Involvement, Perceived Value and Behavioral Intentions scale. This research questionnaire total sends out 150, a total of 121 usable questionnaires were collected. After descriptive statistic, factor analysis, reliability test and multiple regress ion analysis, the result of this research shows that the following. The analysis result discovered: (1)sample background by below feminine, the Yunlin area, 21-30 years old, the student, 10,000 Yuan, other pipeline gain information and are together most with the family member relative going to tourist; (2)tourist regarding fords into the degree most to approve by joyful, consciousness value most approves by the humanities art, the behavior intention continues to participation most approves; (3)Involvement, Perceived Value and Behavioral Intentions are positively correlated with each other; (4)Joyful of Involvement and Perceived Value have prediction ability in Behavioral Intentions, and is highest forecast of strength by Perceived Value.

並列關鍵字

Festival ； Active quality ； Involvement ； Perceived Value ； Behavioral Intentions