業主聘請藝陣表演團體之採購行為研究 -以台灣節慶廟會活動為例

The purchasing behaviors of festival hosts on inviting folk art performing groups - a case study of Taiwan temple festivals

李思儀(Sih-Yi Lee)

指導教授 ： 熊正一

台南應用科技大學/管理學院/商學與管理研究所/碩士(2009年)

https://doi.org/10.6821/TUT.2009.00017

摘要

台灣節慶廟會活動中鑼鼓聲響徹雲端，鞭炮炸得煙霧迷漫；氣勢磅礡的神將陣頭熱鬧出巡，神衹坐在轎上好不威風，伴隨著色彩鮮豔的官將首臉譜，各藝陣踩著規律的步伐，為這些奇特的民俗文化注入一股神秘色彩。
本研究中將出資聘請此戲團、藝陣的人統稱為「業主」，探討其購買行為；但也因為本研究相關文獻較少，且資料蒐集有諸多限制，因此研究範圍也以歷史文化悠久、古蹟眾多的台南縣、市為主。
本研究目的如下：（一）了解當前廟會活動慶典時業主所聘請之民間藝陣及歌舞表演之內容型態為何；（二）探討聘請藝陣表演的標準之所在；（三）探討業主聘請後的實際感受及探討業主還會再購買的意願，這些方向是本研究探討的重點。
本研究結果顯示：（一）業主所聘請之戲團、藝陣演出與滿意度有顯著相關。（二）業主聘請之表演團體其知名度與滿意度有顯著相關。（三）業主聘請表演者之私人關係良好與滿意度有顯著相關。而再購行為上的結果顯示：（四）業主聘請後若有機會仍會繼續聘請之考量與滿意度有顯著相關。（五）業主聘請後若戲團漲價仍會繼續聘請之考量與滿意度有顯著相關。而業主行為意向「向他人推薦的意願」上顯示：（六）業主的滿意度與其推薦及介紹考量具有顯著相關。
根據本研究結果顯示，業主出資聘請戲團、藝陣表演與關係構面均有顯著性相關。業主跟表演團體之間應保持良好的合作關係，才會使得節慶廟會活動更顯得熱鬧非凡。讓文化活動信仰和生活相結合，使得先民的經驗得以傳承和保留，日積月累發展成為民俗文化不可或缺的一環。

關鍵字

民俗文化 ； 傳統藝術 ； 表演藝術 ； 滿意度 ； 再購行為

並列摘要

Temple Festival activities in Taiwan, drums rocked the sky, fireworks blown smoke pervades; the magnificent God lively parade, God is just sitting on the sedans, along with the Chief Officers colorful mask, standing on the arts and performance rules pace, it let the folk culture into an unusual mystery.
In this study, the person who purchase this puppet troupe, troupes of people collectively referred to as "owners" of their purchase behavior; because of the less literature resource in this study, and the data collection has many limitations, so the research scope of a long history and culture , numerous monuments in Tainan County, the main city.
Purpose of this study are as follows: (a) understand the content type of the festival, the celebration of folk arts and to employ dance performances; (b)the standard of employ the folk art performances; (c) understand the owners actual feelings and wishes of the owners will buy again, these are the main factors of this research.
The results show that: (a) troupes performance is significantly associated with satisfaction. (B) the popularity of the performing groups and satisfaction were significantly related. (C) the satisfaction were significantly related to the owners the performer’s relationship. And repeat purchase behavior, the results show that: (d) If the owners will hire the same troupes it is related to satisfaction. (E) the owners will continuous to hire the troupes even the price increased, it is related to the satisfaction. The owners intent "will recommend to others" shows: (F) satisfaction of owners consider their recommendations and introduces are significant correlation.
According to the results of this study show that owners to hire troupes, art performances were significantly correlated to relationship dimensions. Owners with performance groups should be maintained between the good cooperation relations, will make temple activities more festive and look bustling. Let faith and cultural activities combine with life to make the experience of our ancestors can be passed on and retained, over the long become an integral part of folk culture.

並列關鍵字

Folk Culture ； Traditional Arts ； Performing Arts ； Satisfaction ； Repurchasing Behaviors

參考文獻

1.　中文部份

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3. 李柏傑(2005），「電信產品與服務品質對顧客滿意、信任及再購意願關係之探討－以企業顧客為例」，銘傳大學管理研究所。

4. 李紋玲(2009），「網路書店服務品質對滿意度及購買意願之關係-以台北市網路書店為例」，大同大學事業經營系。