台灣咖啡節體驗價值模式建立與複核效化評鑑之研究

The Model of Experiential Value and Cross-validation in the Taiwan Coffee Festival

楊琬琪(Wan-Chi Yang)

《International Journal of Lisrel》 2卷2期 (2009/09) Pp. 55-68

https://doi.org/10.30063/IJL.200909.0004

摘要

本研究主要目的在瞭解台灣咖啡節體驗價值之現況，主要使用量表方式進行研究。以體驗價值觀念爲架構，透過消費者投資報酬價值、服務優越性價值、美感價值及趣味性價值四個構面，及十二個觀察指標。並以一系列嚴謹的分析程序，透過結構方程模式方法中之驗證性因素分析法，對此理論模式進行驗證，建構體驗價值之衡量工具。其次，透過複核效化的評鑑，檢定模式之穩定性以及預測力。總共蒐集460份有效樣本，資料經LISREL8.80版統計軟體分析，結果顯示本研究所建構之模式的整體適配度較佳，可以作爲體驗價值的最佳模式。

關鍵字

體驗價值 ； 複核效化

並列摘要

The main purpose of this study was to understand the experiential value variables in the Taiwan Coffee Festival. There were the scale were administered to subjects in order to examine the differences in the experiential value. Therefore, this study is focused on the experiential value. The model consists of the following dimensions: consumer return on investment, service excellence, aesthetics and playfulness. Each questionnaire consisted of twelve items. The research verified this measuring scale based on confirmatory factor analysis in Structural Equation Model (SEM). The cross-validation was tested for the model. The model's stability and predictive power were confirmed. There are 460 valid questionnaires were collected in this study. Those data was analyzed by LISREL8.80. The results were showed that the model was the best model of the experiential value in the Taiwan Coffee Festival.

並列關鍵字

experiential Value ； cross-validation