傳統文化節慶情感、滿意度與行為意圖的關聯性解釋

Relation among Attendees' Emotion, Satisfaction, and Behavioral Intention in Traditional Cultural Festival

高宗良(Chung-Liang Kao) ； 林怡先(Yi Hsien Lin)

《中國地理學會會刊》 63期 (2019/06) Pp. 55-76

https://doi.org/10.29972/BGSC.201906_(63).0004

摘要

本研究以參與2016鹿港慶端陽節慶遊客為研究對象，解釋傳統文化節慶參與者涉入、地方依附、滿意度以及行為意圖之間的關聯性。最終蒐集615份有效樣本，並利用AMOS 21進行驗證性因素分析以及結構方程模型分析，所有參數設定皆採用最大概似法進行。研究結果指出，節慶參與者的涉入，會對滿意度以及地方依附造成直接影響，並會透過滿意度及地方依附，對行為意圖造成間接影響。而地方依附及滿意度的關聯性則為不顯著。最終，本研究成果除能填補過去研究缺口，也提供節慶經營管理者相關建議。

關鍵字

涉入 ； 地方依附 ； 滿意度 ； 行為意圖 ； 節慶

並列摘要

This research h examines the relationship among attendees' involvement, place attachment, satisfaction and behavioral intention at 2016 Dragon Boat Festival in Lugang Township. A total of 615 usable questionnaires collected. Confirmatory factor analysis and structural model analysis were analyzed using AMOS 21, all parameters were estimated by the maximum likelihood method. The empirical results indicate festival attendees' involvement directly affects place attachment and satisfaction, indirectly affects behavioral intention through place attachment and satisfaction. However, the relationship between place attachment and satisfaction are non-significant. This research not only fill the research gap, but also provide some management implications for traditional cultural festival operators or managers.

並列關鍵字

Involvement ； Place attachment ； Satisfaction ； Behavior intention ； Festival

參考文獻

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