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研究生:王晨宇
研究生(外文):Chen-yu Wang
論文名稱:台灣跨年晚會吸引力對滿意度之影響-以參與動機與知覺價值為中介變項
論文名稱(外文):A EFFECT OF ATTRACTION ON SATISFACTION OF TAIWAN NEW YEAR EVE PARTY--THE MEDIATING EFFECT OF MOTIVATION AND PERCEIVED VALUE
指導教授:范惟翔范惟翔引用關係
指導教授(外文):Wei-shang Fan
學位類別:碩士
校院名稱:南華大學
系所名稱:企業管理系管理科學碩博士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:中文
論文頁數:66
中文關鍵詞:知覺價值參與動機活動吸引力活動滿意度
外文關鍵詞:Action AttractionMotivationPerceived valueAction Satisfaction
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  隨著時代的變遷以及經濟的發展,台灣民眾對於新年的慶祝活動,已經從單獨的元旦升旗典禮轉變為不同縣市互相較勁的跨年晚會。此現象不僅是為了慶祝節慶的到來,更是各地方政府藉此假期推廣各地休閒觀光的機會。本研究以台北101大樓、雲林劍湖山遊樂園、高雄夢時代廣場採用立意抽樣的方式取得樣本資料,利用結構方程式進行分析,旨在台灣跨年晚會的活動吸引力對活動滿意度的影響,並找出讓參與者對跨年晚會前往的動機。此研究結果冀望能提供各地方政府對於跨年晚會的辦理,帶來更多的參與者,整體提昇活動之內容。本研究驗證結果顯示整體模式配適標準達檢定水準,表示本研究的理論模型可獲得支持,進而分析各構念間的影響關係結果如下:
(1)活動吸引力對參與動機、活動滿意度以及知覺價值有顯著的正向影響。(2)參與動機對活動滿意度以及知覺價值有顯著的正向影響。(3)知覺價值對活動滿意度有顯著的正向影響。(4)活動吸引力透過參與動機的結果對活動滿意度以及知覺價值有部分中介效果。(5)活動吸引力與參與動機透過知覺價值的結果對活動滿意度有部分中介效果。
  With the change of the times as well as rapid economic development the festivity for New Year celebrations has transformed from a simple flag-raising ceremony into various, jovial New Year Eve parties in different cities and counties. The phenomenon reveals that the grand activity for New Year is no longer limited to official celebration but provides an annual opportunity for the local government to promote the benefits of tourism and self-image. This research adopts the acquired sample data by purposive sampling from areas including Taipei 101, Yunlin Janfunsan Fancyworld and Kaohsiung Dream mall. The data were then analyzed by employing Structure Equation Model (SEM), and the focus was on the action attraction with action satisfaction in a positive way. of Taiwan New Year Eve party. The consequences of this research aims to help appeal to more participants, enhance the overall content of the activity, and therefore bring in more profits. The research results indicate that the fitness standard of the global mode and the structure fitness of the inner mode reach the statistical test level. It therefore means the theoretical model of this research is acceptable. The further analysis extended to the influence relationships between structures as follows :
(1)Action attraction has a noticeably positive influence on perceived value and action satisfaction.(2)Motivation has an apparently positive impact on perceived value and action satisfaction.(3)Perceived value has an obviously positive effect on action satisfaction.(4)By motivation action attraction analyzing the results of has partial mediating effect on action satisfaction and perceived value.(5)By exploring the results of perceived value, action attraction and motivation have partial mediating effect on action satisfaction.
中文摘要 i
英文摘要 ii
目 錄 iv
表目錄 vi
圖目錄 viii

第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究流程 3

第二章 文獻探討 6
2.1 活動吸引力 6
2.2 參與動機 9
2.3 知覺價值 12
2.4 活動滿意度 15

第三章 研究方法 18
3.1 研究架構 18
3.2 研究假設 19
3.3 各變數操作型定義及衡量問項 20
3.3.1 活動吸引力 20
3.3.2 參與動機 21
3.3.3 知覺價值 22
3.3.4 活動滿意度 23
3.4 資料分析方法 24
3.4.1 敘述性統計分析 24
3.4.2 信度與效度分析 24
3.4.3 結構方程式模型 25
3.4.4 資料收集方法 25

第四章 研究結果與分析 27
4.1 樣本之敘述性統計分析 27
4.2 信度與效度分析 29
4.2.1 信度分析 29
4.2.2 驗證性因素分析 32
4.2.3 效度分析 35
4.3 模式配適度 36
4.4 假設檢定 38
4.5 中介效果檢定 40

第五章 結論 52
5.1 結論 52
5.2 管理意涵 53
5.3 研究限制與後續研究建議 54

參考文獻 56
一、中文部分 56
二、英文部分 58
附錄一 63
個人簡歷 66
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